The GeoMarketing Top 5 Countdown

This past week had it all: from Google Maps to awareness of beacons to Target to Coca-Cola and retargeting. Take it in!

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:

Top Stories of the Week:

Google Maps go inside…

5. Google Maps Moves From The Street Outside To Interior Store Aisles

Google Maps has been providing more than just roadmaps — it’s moving into mapping indoor locations as well, reports Daniel Parisi.

If you’ve spent any amount of time zooming around Google Maps recently, you may have noticed this already if you happened to pass over a large store like Home Depot. Certain larger retailers have their interiors mapped out on Google Maps, some even having various aisles labeled (e.g. the furniture aisle, cabinet aisle, etc.) with multiple floors and pathways laid out as well.

4. Most Consumers Don’t Know Beacons Exist — Should That Matter To Retailers?

First Insight finds 70 percent of consumers have never heard of the Bluetooth-powered devices currently being implemented by major chains. But the resounding answer to the question of whether that’s a problem for retailer? Location marketing executives — including EstimoteStatler Consulting, Unacast, inMarket, and GPShopper — that David Kaplan spoke with issued a resounding “No!”

3. Retail Leads Proximity Marketing, But Future Growth Could Come From Niche Categories

Gas stations, logistics, and real estate is where the commercial expansion of beacons and other sensors will be focused, says Proxbook.
Target's app in action
Target’s app in action

2. Target Rolls Out Beacons At 50 Stores — With Bigger Plans To Come

The Bluetooth connection is only available on Apple’s iBeacon platform, but the retail chain is already working on app-based in-store sales assistance.

1. Coca-Cola And Unacast Use Beacons To Retarget Moviegoers Before And After The Credits Roll

The Scandinavian proximity marketing program drove 60 percent CTR, as ads returned consumers back to the theater for more.

To get users to turn on their smartphone’s Bluetooth receiver, which is main way to accept a message via beacons, readers who had an app from VG, a major Norwegian newspaper owned by Schibsted, on their mobile device were given a prompt and asked if they were interested in a free Coke before the movie started.
About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.