Targeting and Segmentation
Is Geofencing Losing its Creepiness?
- Author:
- Tim Parry
- Source:
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Geofencing was a hot topic Monday at the Mobile Shopping Fall conference. The tactic involves marketing to an opted-in mobile customer via SMS messaging based on the customer's proximity to a certain location.
Most geofencing takes place in that particular merchant's store. But technically, a merchant can geofence someone who is standing in another merchant's store.
But is geofencing creepy, dirty pool, or smart marketing?
Raising the Bar: Point of Sale Personal Shopper Preferences
- Author:
- Amy Honigfeld
We all know the scoop...you proceed to checkout, your purchases are scanned, and your wallet comes out... At this time you are politely asked- “Would you like to sign up to receive email from us enabling you to learn about special offers and promotions?”
Facebook, Apple's 'Walled Gardens' Make Analytics That Much Harder for Brands
- Author:
- Jack Neff
- Source:
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Tracking the effectiveness of advertising on the web was hard enough. Tracking it in the era of "walled gardens" could become that much tougher.
The rapid shift of web audiences and marketer attention toward closely controlled properties such as Facebook or Apple's iAd platform is presenting a growing challenge for web analytics. Nearly a quarter of online time at the PC is now spent with social media, the lion's share of that on Facebook, according to Nielsen Co.
How to Improve the Email Experience
- Author:
- Matt West
- Source:
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In today's publish or perish marketing environment, attraction-based marketing is more than just content generation -- it must also be specific, customer-focused, and engaging. Prospects are educating themselves online, and if they don't find your website informative, or at least interesting, then they will move on to next option -- your competitor's site.
Google Launches Location-based Mobile Ads
- Author:
- Jack Marshall
- Source:
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Google launched a new mobile advertising product this week, allowing marketers to embed maps within expandable ad units, and to target those ads based on users' immediate location.
The addition to the search giant's AdWords platform essentially enables advertisers to feature their Google business listing and phone number within an expandable ad unit, which will appear across mobile sites and applications in Google's display network.
