Start-up and Coming
Then comes: GoChime
GoChime sifts through the “chaos of social media”—tweets, comments, status updates, etc.—to mine for expressions of purchase intent and allow brands to serve up ads based on that intent. The company's CEO Austin Evarts says brands that do this have seen a five-fold increase in campaign lift.
“Intent was in search, now it's in social,” said Evarts.
GoChime focuses on five categories of intent: One, direct purchase intent (“I need” or “I want” to buy something); Two, ownership (people talking about their car or their dog); Three, activities (“I'm thinking about going shopping”); Four, location (“I'm at the park” or “I'm at a restaurant”); and Five, psychographic (“I'm hungry, happy, bored, frustrated”).
Let's say someone tweets about how they were out walking their dog and the new dog leash they bought last week broke, and isn't that annoying. If Petco, for example, had “broken dog leash” saved as a term in GoChime, that specific customer would be dynamically added to the “broken dog leash” segment and targeted with ads for dog leashes in real time.
Number five: SponsorHub
Marketing clutter is just a drag, but one way to cut through it is to latch onto the awesome content people like and engage with by choice—the kind of things people are actually passionate about like sporting events and concerts. Sponsoring or endorsing something fans are into is great for brand equity and engagement, but figuring out what to sponsor or endorse is less easy, says SponsorHub CTO Andrew Reed.
“The reality is, you have major brands putting hundreds of millions of dollars every year into a variety of properties, selling sponsorships, endorsements, access to events,” says Reed.
What SponsorHub does is help brands decide what to sponsor by predicting the value of a potential sponsorship, keeping tabs on a massive list of more than 75,000 sponsorship opportunities, and tracking the ultimate results of it all.
To do that, SponsorHub created a bunch of algorithms, including the “Sponsor IQ” score, which reflects the so-called sponsor-ability of an opportunity by looking at social, traditional media, and proprietary and licensed data.
And lastly: Stagedom
Stagedom is about “connecting fans and brands at the moment of passion” and “enhancing and extending the life and experience of live events” like concerts, sports, festivals, and even movies, says founder and CEO Shahar Nechmad.
The tool allows artists, venues, and sponsors to engage in real time with people in the audience before, during, and after an event with extra content and interactive experiences. For example, a brand could have fans send in sexy photos via mobile for a chance to go backstage or tweet a hashtag plus a song request during a show for the chance to hear it played right then and there. Stagedom can also target offers to audience members by a variety of segments, including demographic, gender, number of friends, and Klout score.
Live events are all about authentic excitement, which is why they're a great and ready resource to capitalize on. “Think about the last time you were at a big party or a concert,” says Nechmad. “You stood for hours with your hands in the air, sweating, full of adrenaline and passion—44% of people say the last festival or concert they've been to was one of the most exciting experiences in their lives.”
And there you have it: Innovation never rests.