Disney to broaden location-based services in next six months: DMA2010

Share this content:

The Walt Disney Company will offer deeper location-based services in the next six months to broaden its entertainment experience and to become “site location-aware,” said AJ Rhodes, director of strategy and marketing at Disney.

Rhodes described the strategy October 11 at the DMA 2010 Conference & Exhibition in San Francisco, adding that radio and theater are prime targets for Disney's initiative.

"We want localize the experience," said Rhodes, adding that the company wants to provide special offers and bonus content via mobile.

He said the company partnered with Verizon late last year to create "Mobile Magic," Disney Parks' first mobile application.

Rhodes added that Disney has tracked more consumer engagement from a mobile web environment than from downloadable mobile applications. He said marketers must add value to their messaging to effectively retain customers in the mobile space.

"You have to clearly define what you are after in a mobile experience," he added.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here