The GeoMarketing Top 5 Countdown
Our top stories from the past week, from the sale of HERE to Target's beacon rollout — plus link picks from around the web.
Looking for a little reading to wrap up your Friday? Below, our top stories from the past week — and our favorite links from around the web.
Link Picks of the Week:
- Ron Johnson’s latest act? Online retail with a side of personal service — Jennifer Reingold, Fortune
- Closing the Gap Between Online and the Store — Brian Kilcourse, Chain Store Age
- 6 Must-Have Back to School Apps — John Patrick Pullen, Time
- Mobile Moments Gain Momentum — Steven Cook, CMO
- How Google Beacons Could Transform Local Business — Chris Marentis, Search Engine Land
Top Stories of the Week:
According to HERE’s purchasers, the digital maps will be used in conjunction with real-time vehicle data in order to both increase safety on the road and to introduce new location-specific offers and products to drivers. But the automakers will still invest in HERE and license its technology and data to third parties, Search Engine Land reported, allowing it to remain an “independent provider of maps and location-based services…to all customers across industries.”
“We’re excited to start using beacon technology to offer real-time, relevant content and services that can help make shopping at Target easier and more fun,” said Jason Goldberger, president of Target.com and Mobile, in a statement. “This is another way Target is bridging mobile and stores, and using digital to enhance the in-store shopping experience. We look forward to seeing how our guests respond to what we’ve built.”
Retail and location ad veteran Anne Marie Stephen believes brick-and-mortars are getting closer to closing the digital and physical loop.
At the end of July, Gimbal’s transition from Qualcomm appeared even more complete, as CEO Rocco Fabiano, who led the company from its incubation period under its former parent, handed the position to Jeff Russakow. As president and CEO, Russakow, who has held top posts at Yahoo and Findly, will be expected to solidify Gimbal’s gains in the increasingly crowded proximity marketing space.
The shift from branding to performance flies in the face of a decade of online ad industry leaders imploring that the interactive marketplace find a way to embrace the kind of “premium” sales — i.e., expensive, better looking, affinity-based — that capture the attention of consumers during primetime TV and in glossy magazines. But brand advertising doesn’t suit every interactive publisher, says Perry Evans, CEO of Denver-based Closely, which operates SMB digital marketing and social media monitoring app Perch.