Location-based mobile campaigns have evolved beyond handheld regional media buys and can now deliver personalized appeals to areas the size of a parking lot.
When it comes to consumers sharing information, mum's the word.
Over the past two years, AccentHealth began geotargeting ads in its network to promote businesses within a three-to-five mile radius of each doctors' waiting room.
The Weather Channel debuts a program that allows its mobile advertisers reach the right customers in the right place at the right time.
Foursquare is a great way for marketers to offer incentives by implementing a discount for check-ins. I'm continuously surprised by the number of brands that don't take advantage of this easy opportunity.
As internet radio content becomes increasingly targeted to individual musical tastes, marketers and advertisers can capitalize on that trend, said Tim Westergren, founder and CSO of Pandora Radio, during his March 27 morning keynote address at Re:Think, The Advertising Research Foundation's annual convention in New York City.
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.
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 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.
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.
Apple is storing a detailed - unencrypted - summary of where its iPhone and iPads travel, according to a study released this week.
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).
Cable and broadcast television networks are asking fans of their shows to "check in" via social media between seasons.
There's no shortage of geolocation apps these days, but relative newcomer Topguest aims to stand out for travelers.
Viacom-owned entertainment network VH1 launched a location-based mobile targeting initiative July 26 through social network Foursquare.
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
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
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.
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.
Hargray uses direct mail for holiday campaign; DMA gets personal with show attendees; CollegeAmerica geotargets prospective students
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%.
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.
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.
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.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.