Location-based Marketing

SoLoMo? How About EmFaVe?

SoLoMo? How About EmFaVe?

Since we live in the age of the acronym, I thought I would put together my own: EmFaVe—empathy, familiarity, versatility.

News Byte: Dairy Queen Aims to Get Closer to Customers

News Byte: Dairy Queen Aims to Get Closer to Customers

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Dairy Queen will be piloting a new mobile app that will enable location-specific promotions and rewards.

The Future of Email Marketing

The Future of Email Marketing

6 trends marketers should watch to ensure long-term success with their email marketing.

Location, Location, Location

Location, Location, Location

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Direct marketers have taken up the trite refrain of realtors as they damn the privacy torpedoes and move full speed ahead with location-based mobile marketing strategies.

Increase search and visibility

Increase search and visibility

Managing online business listings requires a long-term, strategic marketing strategy for maintaining information across many local search platforms.

Three mobile video marketing trends to capitalize on

Three mobile video marketing trends to capitalize on

If 2011 was the breakout year for mobile marketing, then 2012 looks to be the year brands successfully bring video into the mobile marketing mix.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.

Leveraging QR codes

Leveraging QR codes

LBS and QR codes leave an impression on the mobile marketing landscape.

Walgreens launches with Foursquare

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Walgreens launched a Foursquare campaign on March 6 that offers discounts to customers checking into store locations, said Rich Lesperance, Walgreens's director of digital marketing and emerging media.

Retailers test location-based services

Retailers test location-based services

The advent of smart, constantly-connected handheld devices means customers are more mobile than ever before.

Pandora's targeting model hard to parse

Pandora's targeting model hard to parse

If you live in New York City and listen to blues-rock band The Black Keys, you probably need someone to repair your apartment's plumbing and/or heating. You also likely are in the market for a luxury car — at least according to Internet radio provider Pandora.

Walking thru the PayPal Shopping Showcase

Walking thru the PayPal Shopping Showcase

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PayPal said to visit its Shopping Showcase for a big-picture look at its mobile payment plans.

Study: 40% of October mobile ad campaigns targeted

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Only 40% of mobile advertising campaigns that ran in October were targeted despite the channel's ability to target consumers based on criteria such as geolocation, according to a study released by mobile advertising network Millennial Media on Dec. 8.

Marketers add location-based strategies to digital arsenal

Marketers add location-based strategies to digital arsenal

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Location-based advertising has become an integral component of overall communications strategies. This month, several major brands introduced programs that leverage geo-local information to offer consumers more relevant content.

Pandora expands ads' geo-targeting for political campaigns

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Internet radio company Pandora expanded on Nov. 18 advertisers' location-targeting abilities to include targeting by congressional district among other geographical areas.

Verizon changes privacy policy to build targeted ad program

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Verizon Communications changed its privacy policy in order to build a program that uses consumer data to place targeted advertisements online, said Bill Kula, director of media relations at Verizon.

Silverpop acquires PlacePunch

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Marketing automation company Silverpop has acquired PlacePunch, a location-based marketing services company. PlacePunch will retain its brand but the firm will be relocated to Silverpop's Atlanta offices.

Neiman Marcus to host Foursquare campaign

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Neiman Marcus will run a four-hour Foursquare campaign on Oct. 1 that asks consumers to check in to a store for a chance to find a free handbag.

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

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

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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.

The impact of Google's Zagat acquisition on search marketing

The impact of Google's Zagat acquisition on search marketing

The acquisition will affect search marketing in a number of ways, such as fueling Google with more content to distribute to people performing local and mobile searches.

Toys 'R' Us, Simon Malls, 'InStyle' partner with mobile app Shopkick

Toys 'R' Us, Simon Malls, 'InStyle' partner with mobile app Shopkick

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Toys "R" Us, Simon Malls and InStyle magazine have partnered with Shopkick to allow their customers to use the mobile application for rewards and discounts. Sports Authority will expand its Shopkick partnership nationwide later this year.

Facebook enables ad targeting by ZIP code

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Facebook is allowing marketers to target ads by consumers' ZIP codes, the company said this week.

Valassis unveils crisis-management strategy

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Media and marketing services company Valassis said this week that it will offer clients a "rapid response" media-placement strategy for crisis response.

MasterCard launches interactive outdoor sweepstakes campaign

MasterCard launches interactive outdoor sweepstakes campaign

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MasterCard launched an out-of-home campaign on Aug. 1 that integrates QR codes and Facebook Places to enable consumers to enter a sweepstakes.

Mobile is central to a successful marketing strategy, says Gilt City CMO

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Brands must include their mobile marketing team in top-level discussions about business strategy, said Heather Hopkins Freeland, CMO of local deals site Gilt City, on July 18.

American Express, Foursquare expand location-based offers nationwide

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American Express Co. and Foursquare rolled out a location-based offers service on June 23 that enables partner companies to deliver discounts. Participating merchants at launch are retailers H&M and Sports Authority and holding company Union Square Hospitality Group, which owns various New York City restaurants.

Mobile ad spending to increase 406% by 2015: BIA/Kelsey

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US mobile advertising spending will increase 406% from $790 million in 2010 to $4 billion in 2015, according to a forecast released June 23 from BIA/Kelsey. Local mobile advertising spending, which the advisory firm predicted will increase 600% from $404 million in 2010 to $2.8 billion in 2015, will drive the growth in large part.

More Congressional action, same industry inaction

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Congress is finally wrapping its head around mobile devices' GPS capabilities. Last week saw two bills introduced that would outlaw nonconsensual location tracking and sharing.

Mobile giants walk privacy tightrope

Mobile giants walk privacy tightrope

Executives from Apple and Google met with Congress regarding the issue, indicating that the privacy versus marketing debate will only become more heated as smartphones gain in popularity.

Behavioral marketing has benefits, McCaskill tells Senate colleagues

Behavioral marketing has benefits, McCaskill tells Senate colleagues

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Behavioral marketing provides value to consumers, said US Sen. Claire McCaskill (D-Mo.) during a Senate Commerce subcommittee hearing on May 19. McCaskill's opinion contrasted with those of her upper chamber colleagues, who spent much of the mobile privacy hearing discussing location tracking.

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