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Geotargeting

Is interest-based targeting replacing demographic targeting as the new model?

February 01, 2012

Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and CEO of Datonics; Gary Reisman, principal and founder of NewMediaMetrics; and Liz Deutch, EVP, global director, customer engagement at Draftfcb, weigh in.

Marketing trends get personal in 2012

Allison Schiff December 21, 2011

Targeting and personalization techniques are going to be hot stuff in 2012 and marketers will have to stay up-to-date or possibly be left in the dust.

Virgin America rolls out check-in deals to San Francisco terminal

Tim Peterson September 26, 2011

Virgin America launched a check-in deals campaign on Sept. 26 that rewards consumers with merchant, flight and hotel discounts. Virgin America developed the "VX Deals on the Fly" program in-house.

Brands award customers points and gain appeal through online rewards programs

David Ward September 01, 2011

There was a time when customer loyalty programs doled out rewards in the form of goodies stocked in a faraway warehouse. However, companies are increasingly moving the tracking and redemption of points — as well as the actual rewards themselves — online, with chains including CVS, Rite Aid and Dunkin' Donuts making the leap.

Tracked by your mobile

Rose Gordon April 22, 2011

Apple is storing a detailed - unencrypted - summary of where its iPhone and iPads travel, according to a study released this week.

Lessons in social marketing from Food Lion

Rose Gordon January 24, 2011

After Food Lion redesigned its dozen of stores in the Greenville, NC, greater area, the grocer looked for ways to generate excitement about its brand among the younger, social media savvy population that congregates around the local college, East Carolina University (ECU).

Checking in improves viewer loyalty

Shahnaz Mahmud December 01, 2010

Cable and broadcast television networks are asking fans of their shows to "check in" via social media between seasons.

Q&A: Geoff Lewis, CEO of Topguest

Ryan Chatelain September 15, 2010

There's no shortage of geolocation apps these days, but relative newcomer Topguest aims to stand out for travelers.

VH1, Foursquare launch mobile sweeps initiative

Shahnaz Mahmud August 09, 2010

Viacom-owned entertainment network VH1 launched a location-based mobile targeting initiative July 26 through social network Foursquare.

Does iAd open more targeted options?

July 26, 2010

Apple has boasted about the capabilities of its iAd unit, but will it provide a more personal experience than traditional direct methods? Our experts debate the question

Is location-based marketing a 'must have'?

July 12, 2010

Location-based marketing allows brands to target individual consumers when they're literally in the neighborhood. Our experts discuss whether it's a necessity for marketers

Geolocation: The all-in-one marketing tool

Rob Friedman June 28, 2010

Marketers can quickly find themselves managing an online environment that's grown quite complex from multiple technologies that work in silos, instead of in-tandem.

In search of better social incentives

Rose Gordon June 25, 2010

Can I vent for a minute? OK, I will. I've been using Foursquare for about a year now, and the incentives coming from marketers don't seem to be getting any better.

Creative solutions from Hargray, DMA and CollegeAmerica

February 01, 2010

Hargray uses direct mail for holiday campaign; DMA gets personal with show attendees; CollegeAmerica geotargets prospective students

Geotargeted banner ad growth attributed to lower priced leads

Carol Krol December 01, 2009

Geotargeted banner ad revenue is expected to grow 16.6% to $1.04 billion in 2009, according to BIA/Kelsey in its Interactive Local Media spending forecast. Double digit growth continues in 2010. Geotargeted display will increase 13.1% next year to a total of 1.18 billion. By 2013, it will swell to $1.9 billion, a compound annual growth rate of 16%.

Nailed It: Tolithia Kornweibel, director of online marketing, Esurance

August 17, 2009

Tolithia Kornweibel, director of online marketing at Esurance, discusses the firm's growing commitment to geo-targeted promotions based on its strong performance in tests.

Toshiba takes on town names in UGC push

Kevin McKeefery August 17, 2009

To promote its new model of laptops, Toshiba went hyperlocal to two American towns: Normal, IL, and Boring, OR. In the "Normal vs. Boring" campaign, the computer maker took its first dive into user-generated content.

Service providers work to fill voids in ZIP data

Nathan Golia July 29, 2009

With pressures from falling sales to rising postal rates forcing marketers to be more accurate with their direct mail programs, geographic data service providers are competing to offer the best ZIP code and carrier route data in ways mailers can easily apply to their campaigns. Two of these companies, MarketMaps and Maponics, have launched new ZIP code data suites this month to address marketers' targeting and compatibility needs.