The GeoMarketing Top 5 Countdown
This week was all about location, location, location — from geo-targeted ads upping foot traffic by 74 percent to Placed's David Shim calling location-based optimization the "SEO of 2016." Take it in!
GeoMarketing’s Link Picks of the Week:
- PayPal Heralds the Age of ‘New Money’ in Its First Super Bowl Ad — David Gianatasio, Adweek
- In-Store Screens Read Faces To Deliver Targeted Content — Thom Forbes, Media Post
- The Benefits of Online-to-Offline Commerce — Pat Burke, Cio Insight
- IBM Acquires Interactive Agency in Latest Move to Boost Its Digital Marketing Prowess — Katie Richards, Adweek
Top Stories of the Week:
… But that’s not necessarily enough to spur the wider use of proximity marketing, says Mindshare.
4. Amazon’s ‘400’ Brick-And-Mortar Bookstores — Or Could It Be Four? — Reflects All Retailers’ Omnichannel Ambitions
Though its massive physical rollout is pretty much debunked by now, the e-tailer’s move from clicks-to-bricks is assured.
“Franchisees are not only testing the waters with these new formats, they are reporting good returns on their investments,” said Celine Matthiessen, VP, analytics and insights for BIA/Kelsey, whose report, Advertising and Marketing Trends of Franchisees, is the latest in a series based on data from the researcher’s ongoing Local Commerce Monitor Wave 19 survey of small and medium-sized businesses.
After creating a Cross Device Marketplace to measure mobile-to-desktop conversions, David Shim wants to show how digital billboards can lift retail foot traffic as well.
If there is a single focus this year, Shim said that it all falls under the idea of “location-based optimization.” The term, Shim said, is meant to get advertisers and the platform companies that serve them to recognize the need to rank performance for how well marketing providers able to drive actual business to a specific place.