Earlier this week, our friends over at hyperlocal news site Street Fight collaborated with us on publishing a list of the 10 most noteworthy location-based mobile campaigns of 2014. These efforts, whether emphasizing display advertising or search engine optimization, all evinced a shared theme: the centrality of smartphones in the lives of consumers has altered the way marketers, retailers, brands, agencies, analytics providers, enterprises, SMBs, developers and any other entity that does marketing of any kind thinks about advertising.
For the most part, despite the importance of e-commerce, people are still going to physical places of business to do their shopping. That’s true whether it’s for a mundane activity like picking up packaged goods at a grocery store or considered purchases like autos.
No matter the size of the price tag, people are increasingly finding the products and retail information they want by turning to their phones. It could take the form of a web search or opening a branded app with a map listing the nearest store locations. In so many cases, the smartphone is both leading consumers to making purchases in person and it’s helping keep the channels of communication open. In turn, that is providing the realization of a true one-to-one relationship between marketers and shoppers like never before. The changes taking place have completely broken down the barriers between the “virtual” and “real” environments that consumers and businesses have been trying to navigate since the birth of the internet as form of mass communication nearly 20 years ago.
As we head into 2015, GeoMarketing will continue to explore the merging of digital and physical spaces as mobile advertising continues to cross media channels from social networks, TV, print, radio, and out-of-home. In addition, we’ll dive even more deeply into emerging technologies around beacons and other proximity marketing tools. Lastly, we’ll explore how substantively consumers and advertisers embrace concepts such as wearables and the Internet of Things.
And now, our top stories of the year!
10. Mood Media Targets Shoppers With The (Inaudible) ‘Sound Of Muzak’
With partial roots in “background music” for stores, Mood Media’s “multi-sensory” sound, scent, and visual branding tools represent an alternative to beacons.
9. After JiWire Rebrands As NinthDecimal, Company Preps Programmatic Offerings
Expanded location-based analytics aided in the company’s 2014 move beyond its mobile ad network roots.
8. Bank of America Paves ‘Pathways To Purchase’ with Location-Targeting
A banking exec affirms that geo-marketing is powerful. The issue is making enough mobile ad creativity available to match that technological prowess.
7. More Than Half Of Mobile Ad Dollars Will Be Location-Based By 2018
Local media is growing faster than previously anticipated, analyst BIA/Kelsey said in May. The reason is geo-marketing.
6. Drawbridge Syncs Up Advertisers’ Analytics For Cross-Device Targeting
Brands don’t see consumers in distinct “silos” anymore. Drawbridge’s Marketing VP Brian Ferrario outlines the company’s multi-channel/single-person strategy.
5. ‘We Need To Talk About Geo-Data Quality’
For PlaceIQ’s Drew Breunig, the burning issue affecting the geo-marketing space is not “direct” vs. “indirect” location data. The first step: figuring out what data’s good and what’s bad.
4. Geo-Data Is No Longer Just A Targeting Tool; It’s An ‘Understanding’ Instrument
Location-specialist PlaceIQ looked beyond mobile and beyond geo-fencing strategies to chart its growth plan.
3. WPP’s Data Alliance Adopts Factual’s Location Analytics
The June 2014 deal between the ad holding company and Factual showed how geo-data is about more than just “location.”
2. Pandora Rocks Radio Ads for Local Auto Dealership
Pandora is increasingly betting that local advertisers are embracing internet radio as a ultra targeted, mobile-friendly medium. Nicole Spector discussed this strategy with Pandora SVP of Sales Steve Kritzman in May of 2014.
1. IAB Geo-Targeting Guidelines Stress Fluency In The ‘Language Of Location’
In our top story of the year, Verve CRO James Smith talked to David Kaplan about why location data is the “holy grail” for marketers — and why they’ll never find it if they don’t know the right questions to ask.