The GeoMarketing Top 5 Countdown
Top takeaways from the Mobile Marketing Association's Forum New York. Plus, our most popular stories this week!
This week’s Mobile Marketing Association “Forum New York” conference brought together a variety of agencies and a plethora of brands, from Denny’s to Brown-Forman. But even with the diverse attendees, a couple of key themes emerged.
The first was the notion of the “death of the banner ad.” Ibotta‘s Bryan Leach stressed the anonymous quality of the banner ad, demonstrating that people are exposed to roughly 1,700 banners a month and can recall almost none of them; they function like white noise to many consumers.
Fast-food chain Wendy’s also revealed that it now relies almost entirely on native advertising, with its VP of digital and social marketing sharing that they “used to buy a lot of keywords and run banners, but it wasn’t changing the business.” He now believes that native is the answer when it comes to introducing Wendy’s menu items to a younger demographic that is most active on feed-based social media sites.
A second theme was the importance of integrating the digital and physical worlds by tying mobile campaign success to in-store results. As we reported from NRF’s “Big Show” in January, around 90 percent of purchases still take place in-store, and driving those visits is a top priority for most retailers.
This ties in with a recent eMarketer report, which cites PwC research revealing that seven out of ten shoppers prefer to buy apparel in-store. They may be happy to research products online, but brick-and-mortars still win out when it comes to making a purchase. Tying together the mobile and digital research process with the physical shopping experience is more important than ever.
In hiring news, WPP Group media shop Mindshare has brought on Rolf Olsen as its chief data officer for North America. Olsen will head the agency’s Marketing Sciences group, a team of more than 70 advanced analytics professionals. He’s also charged with managing new tools and data partnerships for The Loop, Mindshare’s adaptive marketing engine. He reports to Colin Kinsella, CEO, Mindshare North America, and is based in New York. Read the release.
And now, our favorite links from around the web:
- Taking Advantage of iBeacons for Advertising — Jordan Buller, Marin Software
- How Google Skewed Search Results — Rolfe Winkler & Brody Mullins, WSJ
- Why Amazon Is Opening A Brick-And-Mortar Location In New York — Chris Gayomali, Fast Company
- Curbside Brings A Same-Day Local Pickup Option To Best Buy Shoppers — Sarah Perez, TechCrunch
Finally, onto our top stories from this week!
With Local Lift, the programmatic platform is using Big Data to drive in-store traffic.
As the first retailer to ever use UPC Barcode scanners in 1974, the Midwest chain is expanding its iBeacon connection beyond iPhones.
Sure, that’s what an industry trade group’s supposed to say. David Kaplan on the numbers that back up their coaxing, here.
“We wanted to move beyond the where, and use location data to define the who and the what of audience targeting,” said Monica Ho, xAd’s head of marketing, in a session at MMAF.
The social check-in and discovery app maker has faced its share of skepticism in the tech press. But in an interview with GeoMarketing’s Lauryn Chamberlain at MMAF, CRO Steven Rosenblatt pointed to vitality in the form of the the continued flow of brand dollars.