Location Makes Mobile Marketing the Ultimate Direct Response Platform
Written by Dan Gilmartin, VP Marketing, WHERE
Friday, 05 March 2010
As a developer and publisher of a mobile application that utilizes
advertising to generate revenue, we pay close attention to who is
leveraging mobile to reach their audience. Mostly we see major brands
in the consumer packaged goods, auto, and travel industries.
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latest. We also see lots of applications promoting themselves.
First, lets consider the objectives of mobile marketing. Since many
mobile devices (think feature phones) lack sophisticated browsers, many
brands are using mobile to simply drive brand impressions. Non
smartphones are not great direct response vehicles. Due to this
somewhat limited ability to interact, much of this marketing drives
clicks to mobile landing pages that seek to educate the audience
regarding a product or service.
Location however, allows marketers to turn mobile marketing into the
ultimate direct response mechanism. Consider this – a mobile device is
inherently local, local to whereever you are. Empowered with this
information, marketers have the ability to drive foot traffic into
their stores, dealerships, and locations. Not only can a marketer
leverage location data to target specific audiences, they can drive
action. Again, mobile is the ultimate direct response platform.
So, who can take advantage, and how do you get involved. For the big
guys, it’s easy. There are a host of ad platforms/networks out there
that are happy to take a fee to drive brand impressions on millions of
mobile devices. The companies that will benefit disproportionately are
the local merchants. Never before has there been a medium that gives
power to small/local merchants to target a local audience. Through
WHERE, we serve 2 local searches per second…that’s about 150k per day.
The searches are performed in all cities and towns across the US, and
focused on restaurants, retailers, services providers, etc.
Connecting consumers with local merchants has long been a goal for us. Stay tuned to learn more about how we are doing that.
Mobile Technology Feature - Top 10 Business Apps for Android - Android has become one of the most popular mobile operating systems
in the world due to advanced software, competitive manufacturers, and an
app market that is filled with exciting and useful applications. Read
on for this fine Top 10 List compiled by tech writer, Blake Sanders
The Really Big List of Mapping, Geo location Mobile developer resources, APIs and Tools - The Mobile Ecosystem... no question that mobile is huge and
the opportunity for developers, in particular, geo developers! There's
loads of developer resources on the web so to help the developer,
here's a listing of just some of the fine dev resources, blogs,
toolsets and more to consider when developing or porting your app to a
smartphone or Tablet.
ArcGIS.com Mashup Tutorial with Flickr and Foursquare data-
Here's a simple "how to" tutorial on working with the free ArcGIS.com
to easily import KML or RSS data from Flickr and foursquare into ArcGIS
to create your own custom map mashup. ArcGIS.com has some recent
updates including support for KML, be sure to check it out!
Most Users of Free Photo Apps Say Adding Cool Effects is Most Useful - Adding cool effects
to photos was rated as the most useful thing by more than halfof
consumers surveyed using free online photography services, according to
CatchFree a free
online service that helps people find the best free mobile and web applications
to perform useful tasks.
Amazon Kindle Fire Tablet Up Close - No Replacement for the iPad But Pretty Darned Sweet - As could be
expected, speculation and blogging is rampant with many stories and
pseudo "reviews" coming out, many of them touting the next "iPad
killer".
Mobile Developer Resource - MapQuest & The Mobile Worker - Facility management companies, surveyors, multi-level marketing,
insurance claims, pipeline companies, water utilities; all have field
workers who would benefit from mobile applications. Not only checking in
to work sites, but keeping a record of the work done
Flickr GPS Photo Tag Tip - Here's a tip for Flickr users who want to share their GPS information
with their photos. note, in order to do this you'll need to be
capturing photos using a GPS-enabled or GPS-aware camera (see you're
smartphone hardware settings to ensure that GPS or location sharing is
turned "ON)".
Mobile data usage in Canada to triple between 2010 and 2012 - Some interesting, yet not terribly surprising, numbers on mobile
usage coming out of Canada. According to a report summarized on
Techvibes, mobile usage is soaring, in particular, the smartphone
segment
Suggested Reading
The Underground Guide To The iPhone:
The iPhone is – if I may say so – one of the greatest mobile
revolutions of the past decade. More and more, mobile phones seem to
materialize out of our wildest dreams. Because of the tight integration
of third-party applications, you can do nearly everything with your
device — be it gaming, working, fooling around, and of course phoning.
Good Mobile Messaging: Executives and professional field forces spend an increasing amount of time on the road tending to business.
Mobile Apps - Native or Web?:
You probably have a plan to build a mobile app, but you've struggled
with the basic question - Should I build it using open web standards
such as HTML, CSS, and JavaScript, or should I build it as a native app
for the devices I want to target?
iBike Coach App- a new “Always On” feature always gathers data
Nike+ GPS App- for sports tracking, recording and sharing
Featured Events
Content & Apps for Automotive Europe 2012 (18-19 April, Germany)
will give you key insights on how in-vehicle connectivity is being
revolutionised as OEMs integrate dynamic content to stay relevant
throughout the vehicle life cycle.
Location Intelligence for Enterprise - Europe 2012, January 16-17, London Hear from Google, Jones Lang LaSalle, Tesco, Willis, Oracle,
ESRI, Microsoft, PBBI and many more as they debate the best strategies
for business models and integration.
Consumer Telematics Show 2012 (Jan 9, Mandalay Bay, Las Vegas, USA) is the most prestigious and
dynamic consumer telematics focused meeting for the automotive industry.
Held in Las Vegas on the eve of the Consumer Electronics Show (CES),
this year's senior-level speakers will include General Motors, Audi,
Toyota, Panasonic, Continental, Hughes Telematics, Gartner, KIA,
Mercedes-Benz and many more
Esri Dev Summit - The
Esri Developer Summit (DevSummit) brings together developers and GIS
professionals from all over the globe. March 26-29, 2012, Palm Springs,
CA
