The GeoMarketing Top 5 Countdown
This week had it all, from Elle Magazine's location-based success to Kevin Hunter's move to inMarket. Take it in!
Location-based offers are going to be key to drawing shoppers over the next crucial six weeks. With Thanksgiving less than two weeks away, here’s how the news is shaping up in advance of the holiday season.
Link Picks of the Week:
- Beacon Data Tells When a Consumer Is Due to Shop — Chuck Martin, MediaPost
- On Mobile, Black Friday Matters More Than Cyber Monday — SocialTimes
- Walgreens Becomes First Retailer To Integrate Its Loyalty Program With Apple Pay — Sarah Perez, TechCrunch
- Here’s Why The Starbucks Red Cups Controversy Makes No Sense — Matt Stopera and Jack Shepherd, Buzzfeed
Top Stories of the Week:
Auto manufacturers have made significant strides in terms of digital ad spend, but the question is this: Are the smallest local dealers — they of the radio jingles and plane-towed banners — able to leverage digital advertising to bring customers onto the showroom floor, and then attribute those visits in turn?
“The in-market success of our Shop Now! program exceeded our expectations, and also achieved one of our major goals — to activate an initiative that would be a retail traffic-driver for our brand partners,” said Kevin O’Malley, SVP/Publisher of Elle, in a statement. “This unique first-to-market opportunity to merge Elle’s fashion authority with location-based mobile technology to inspire and inform the consumer when in market is a great example of the growing intersection between fashion/retail/tech and its consumer impact.”
Marchex and Digiday’s study, released at the very end of October, attempts to rank different methods of attribution based on their success rate, comparing things like mobile coupons, text offers, beacons, or shopping apps. What they found was that mobile coupons were far and away the most accurate method of attributing an in-store sale to a mobile ad.
The offering is meant to show that display ads aren’t just about generating immediate clickthroughs or creating brand affinity. For years, online advertising companies have been attempting to drive a stake through the heart of “last click attribution,” which essentially credits a sale or conversion with the final action a consumer has taken.
Both inMarket and Gimbal can be considered pioneers in proximity marketing. Thanks in part to Hunter’s deal-making acumen, Gimbal won credibility itself early on, with a number of high profile partnerships. It was the Apple Stores’ first beacon provider of choice; it also was able to show off its reach beyond retail with expansive installations throughout AEG’s network of concert and sports venues, including The Staples Center in Los Angeles.