Location-Based Services

LoMo: Why the Future of SEO is Local Mobile

LoMo: Why the Future of SEO is Local Mobile

The Web is becoming more mobile. Marketers must realize and embrace blended desktop and mobile search and SEO campaigns to remain competitive.

Why customer experience will rule travel this holiday season

Why customer experience will rule travel this holiday season

Customer experience is king when it comes to travel this holiday season.

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.

Point Inside launches network targeting in-store consumers

Point Inside launches network targeting in-store consumers

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Point Inside, a provider of mobile engagement solutions, launched nSide, a private ad network designed to allow retailers to send targeted advertising messages to in-store consumers, said Point Inside CMO Todd Sherman.

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.

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.

Facebook acquires Gowalla, shuts app

Facebook acquires Gowalla, shuts app

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Facebook has acquired location-based social network Gowalla, both companies said Dec. 5. Terms of the deal were not disclosed.

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.

Understanding mobile behavior

Understanding mobile behavior

Direct marketing has always been about connecting with customers through timely, relevant and targeted messages that drive action. Technology's evolution this past decade hasn't changed these fundamentals, but it has opened up a new set of parameters.

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.

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.

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.

GroupM develops mobile privacy guidelines

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Media agency GroupM has issued privacy guidelines for mobile marketing vendors aimed at preventing the need for government regulation, the firm said June 22. WPP Group-owned Group M developed the guidelines with its mobile marketing agency Joule.

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.

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.

Capitalize on all areas of mobile marketing

Capitalize on all areas of mobile marketing

Mobile has the potential to amplify any marketing channel while at the same time connecting everything, from TV to print to online. Most marketers have not been taking full advantage of the fourth screen, and as a result are leaving money on the table.

Apple says it's not tracking customers' locations

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Apple said April 27 that it has never tracked iPhone users' locations and dismissed the possibility of doing so in the future. The Cupertino, Calif.-based company said that although it does not monitor devices' locations, it does so in relation to nearby Wi-Fi hotspots and cell towers "which may be located more than 100 miles away from your iPhone." The company said the monitoring is "anonymous and encrypted" and used to calculate a device's location through GPS systems.

OfficeMax uses Facebook Places for mobile rewards

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OfficeMax launched a location-based rewards program this week that allows consumers to receive a $10 virtual savings card for "checking in" at any retail location using Facebook Places. The goal of the program, designed by OfficeMax's social media AOR Tribal DDB New York, is to increase consumer participation in the company's ink recycling and refilling program.

Brands must embrace digital to remain relevant: Social Consumer 2011

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To maintain their relevance, brands must adapt to the unprecedented rate at which consumers are using technology, said Bonin Bough, global director of digital and social media at PepsiCo, on March 23.

AT&T-Mobile's "a-ha!" moment for mobile marketers

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For the past day or so, I've been trying to parse a direct marketing angle from AT&T's acquisition of T-Mobile. It goes without saying that there will be mobile marketing implications.

Neiman Marcus launches location-based campaign

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Neiman Marcus launched a location-based mobile marketing campaign on March 17, rewarding consumers who complete challenges with prizes such as a free makeover or a chance to win a $2,500 shopping spree. Customers can use the Scvngr mobile application to participate in the in-store challenges.

Dunkin' Donuts launches location-based campaign targeting Boston sports fans

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Coffee chain Dunkin' Donuts is running a location-based mobile marketing campaign in the greater Boston area throughout this month. Consumers who use the Scvngr mobile app to complete challenges can win rewards from Boston professional sports teams, such as discounted merchandise or free T-shirts.

AT&T launches location-based promotions service

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AT&T launched a location-based mobile marketing service on February 28 that lets brands deliver customized SMS or MMS messages, such as coupons or sale notices, to opted-in AT&T customers near a participating location. JetBlue, Kmart and HP are among the brands using the platform.

Citysearch launches location-based deals aggregator for iPhone, Android

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Citysearch, a local online business guide, launched a location-based iPhone and Android app on February 15 that aggregates coupons and daily deals. Citysearch parent company CityGrind Media and third-party providers, such as Groupon and The DealMap, are participating in the program at launch.

Lessons in social marketing from Food Lion

Lessons in social marketing from Food Lion

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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).

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