The GeoMarketing Top 5 Countdown

This week’s news brought forth two clear themes that are shaping the geomarketing industry: first, the notion of location as a vehicle to promote greater understanding of consumers’ purchase habits, and second, the deeper embrace of “omnichannel” — i.e., online-to-offline marketing methods — to get shoppers into stores.

In support of the first point, the Mobile Marketing Association released its report on leveraging location data. The report examines how user location and place data is evolving from a tool used primarily for “in the moment” targeting, to an essential component in the creation of accurate audience segments.

“Given its unparalleled ability to tell marketers where consumers have been, where they are, and where they’re likely to return, location data has become an essential mobile marketing tool,” said Sheryl Daija, the MMA’s chief strategy officer, in a press release. “Incorporating location data into the development of audience segments enables marketers to build a much more accurate and timely picture of the consumers they’re targeting, ultimately resulting in significantly better campaign ROI.”

News from individual agencies also highlighted the use of geo-data in helping create mobile-based audience segments within programmatic advertising programs. xAd reported revenue and ad impression gains and Factual introduced its custom definitions for assembling consumer profiles. 

Omnichannel On Target

For more evidence that retailers are increasingly embracing “omnichannel” targeting methods, check out the Seeking Alpha transcript of Target‘s earnings report from this week. Chairman and CEO Brian Cornell recognized the success of engaging shoppers with mobile both in-store and out.

“In our digital channel for the fourth quarter overall, we saw a high single-digit increase in visits, driven entirely by growth in mobile which includes both tablets and smartphones,” Cornell said.  “Orders were up well over 50 percent driven by very strong conversion increases on both the conventional site and mobile. Mobile is becoming increasingly important to all digital retailers and given the profile of our guests, it’s particularly important for Target, as mobile accounted for more than 40 percent of our digital orders in the fourth quarter. And notably on Black Friday, 10 percent of our iPhone app revenue was from guests purchasing on their phone while they were simultaneously shopping one of our stores.”

5. Thinknear Takes Grape-Nuts Mobile Ads Outdoors

The Post cereal brand relied on location-based ad targeting to reach winter sports enthusiasts in select cities.

4. xAd Revenues Double As Location Platform Reaches 300 Billion Monthly Impressions

Results speak to the “power of location,” says CEO Dipanshu Sharma — and the rise of programmatic advertising.

3. Collaborative, Customized Social Guide Citymaps Raises $6 Million

The Ashton Kutcher-backed mobile mapping tool is going global, launching on Android, and working on a PC-friendly version.

2. Bringg’s Mobile App Promises To Be The ‘Uber Of Everything’

Whatever it is, Bringg aims to take it to your door. But the question is: can it deliver?

1. JCPenney’s Two-Pronged Oscar Night Promo Built On Gaming, Tumblr Debut

David Kaplan explores the retailer’s Academy Awards broadcast sponsor strategy, which featured a heavy dose of second-screen content.