The GeoMarketing Top 5 Countdown
The geomarketing industry faces a question: how much assistance in payments and prediction do consumers actually want?
PayPal executive Don Kingsborough’s decision last month to step down from his post managing the payment service’s brick-and-mortar business connections should give pause to anyone building online-to-offline marketing solutions.
In a revealing interview with Re/Code’s Jason Del Rey, who broke the news, Kingsborough discussed his frustrations with trying to get more physical businesses and mobile consumers to consider the e-commerce tool in place of cash and bank cards when conducting transactions.
Kingsborough’s three-year tenure at PayPal wasn’t without victories — initially. He was able to put PayPal’s system into Home Depot outlets and also struck a deal with Discover to power mobile payments for retailers who accepted those credit cards. Still, those deals failed to gain traction and ultimately were dropped. Connecting PaylPal with branded apps was also a lost cause.
“I don’t think it was a consumer issue,” Kingsborough said. “It was more of an execution issue.”
Perhaps timing was an even greater issue. It’s worth recalling Google’s debut of its mobile wallet back in March 2011 — around the moment Kingsborough joined PayPal — and how, despite the commitment of launch partners including Citibank, MasterCard, Sprint, Macy’s, Walgreens, among others, it was slow to take hold. In fact, it’s only recently that mobile payments have begun to capture consumer interest.
One big difference between now and four years ago is Apple’s push into mobile payments. In fact, Apple just signed up another 15 banks and credit unions, giving it the support of 60 financial services partners, 9to5Mac’s Zac Hall reported a few days ago.
Apple’s persuasive powers among its users and businesses notwithstanding, the question about mobile payments remains: do the majority of consumers feel real friction when it comes to pulling out dollars or plastic — as opposed to their phone — when it comes to making a purchase in the physical world? Is there an actual problem being solved by mobile payments, or are they destined to remain a novelty for technophiles (and media professions whose job is to ponder such things)?
Apart from payments, here are some other topics we’ve been thinking about this week from around the web:
- Pandora Unveils Mobile Programmatic Plans Amid Worries Of Stalled User Growth — Liz Rowley, AdExchanger
- Foursquare’s original chief technical officer is the latest to leave the company — Casey Newton, The Verge
- Should Instagram Let Brands Target Users Based on Location? — Christopher Heine, Adweek
- “Dining Concierge” App Reserve Launches Out Of Beta, Arrives On Android — Sarah Perez, Techcrunch
- Marchex Can Now Tell Which Keywords Led To The Most Click-To-Calls From Mobile Search Ads — Barry Levine, Venturebeat
Also of note, here are some new hires in the location space:
- DigitasLBi Elevates Jill Sherman to SVP/Social Practice Lead, Boston/Detroit — Press release
- Averbuch Named VP of Engineering at Placed — Press release
And finally, onto our top stories from this week!
Storm Juno ended up being little less than an average blizzard in NYC, but it still rendered lessons for local retailers.
Nicole Spector reporting from aisle 3 — Heinz Weight Watchers SmartOnes launched a loyalty campaign that enabled in-store buyers to get a $10 Visa Rewards Card.
With Super Bowl ad rates as high as $4.5 million for a 30-second TV spot, General Motors opted for a different — and more hands-on — approach to targeting football fans.
— Mood Media (@moodmedia) February 2, 2015
Beacon-alternatives provider Mood Media rolls out its proximity messaging software, Presence, for 300,000 U.S. retailers.
Apple laid the groundwork for these indoor positioning devices, but the social network may be the ultimate popularizer. David Kaplan investigates.