The GeoMarketing Top 5 Countdown
The holiday season is in full swing — and here's how the news is shaping up.
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:
- The Great Google Plus Local – Google My Business Decoupling of 2015 — Andrew Shotland, Local SEO Guide
- Uber Snags Another Google Mapping Executive to Lead the Product Team — Mark Bergen, Recode
- Target Shoppers Wait In Line, Online, On Cyber Monday — Julia Greenberg, Wired
- Google Drops Change Location Search Filter From Search Results — Barry Schwartz, Search Engine Land
Top Stories of the Week:
“Retail apps can use precise and accurate location data to personalize the experience by knowing Personas,” David Bairstow, Skyhook’s VP of product, told GeoMarketing. “Knowing the history of precise location tied to a device opens up the ability to categorize behavior at a granular level. Add venue level context to each precise location and you have a story of the device behavior called a Persona. Knowing a user’s Persona allows the app to tailor the experience to the user and reduce the time to value.”
UberMedia analyzed the mobile behavior patterns of 1.7 million U.S. shoppers who made purchases at Walmart, Target, Macy’s Nordstrom, and other national retailers over the holiday, finding that Black Friday “Deal Seekers” favored their preferred brands at non-holiday times — suggesting that loyalty offers and in-store experiences have more of an impact than deals alone.
Promoboxx wants to be considered the ‘un-co-op’ marketing platform, as it looks to smooth the path between national brands and local retailers’ ad programs.
“In addition to increasing our strength in retail of every flavor, from big box store to department stores to grocery, as well as hospitality, transportation, dining, all the way through to quick service retail, coffee chains, we’re also looking for continued growth to come from events and out-of-home,” Russakow told GeoMarketing last week. “One reason OOH is so important is that it easily furthers our goal of growing our physical network. You can grow it in store, but in order to experience marketing in the widest way, you have to move with consumers out of the store.”
200 million “kicks” — as the Shopkick’s beacon-activated app rewards are called — were earned by users on Black Friday alone. In addition, 73 percent of Shopkick users viewed products in the app before visiting a store, while 61 percent of the those consumers visited more than one Shopkick partner store.