Skip to main content
Instapage

Two announcements show how location intelligence and proximity are entering marketing mainstream

mobile-location-smartphone-map-ss-1920

In the past 24 hours location marketing platforms Gimbal and Swirl have announced new offerings that seek to make in-store data and proximity marketing more widely available to marketers. Together these announcements, among others, signal that location (and beacons) are moving from the realm of the IT department into the marketing department.

Gimbal announced “Gimbal Experiences,” which the company describes as “a simple yet powerful creative suite for marketers to build rich, intelligent, location-powered mobile app experiences within minutes.” Gimbal CEO Jeff Russakow told me, “This is a MarTech solution not an IT solution.”

Using a drag-and-drop interface, Gimbal Experiences integrates into marketing platforms such as Adobe Analytics, Urban Airship and Flurry. Russakow used the example of a hotel creating mobile content or notifications that, using location awareness, offer an airport greeting upon arrival, transportation recommendations and a welcome when the guest enters the hotel premises. All this comes with analytics about customer engagement and offline behavior.

Swirl announced integration with the Oracle Marketing AppCloud, which enables access to “in-store shopper behavioral data to target and personalize the digital content and messages” through the Oracle Marketing Cloud.” Swirl Marketing VP Rob Murphy said that this brings in-store consumer data to Oracle’s Marketing Cloud for the first time.

Swirl uses a variety of location tools (GPS, WiFi and beacons) to capture indoor/in-store data, which can be used for the following:

  • Deliver personalized mobile messages and content to consumers while they shop at specific locations in and around their stores
  • Gather customer feedback through digital shopper surveys delivered automatically to shoppers as they leave a retailer’s store
  • Retarget shoppers with personalized emails or online ads after they visit a physical retail store or specific department within that store
  • Measure the effectiveness of owned and paid media in driving store traffic

All of this is done by capturing advertising ID information from smartphones and matching it to other datasets and channels.

Swirl’s Murphy explained that lot of the in-store location technology rolled out over the past couple of years was experimental and controlled by developers and IT organizations. He sees his company’s announcement (and that of Gimbal) as an indication that we’ve entered a kind of “phase 2,” in which these tools and capabilities are available directly to marketers through simplified interfaces.

That in turn will will mean more adoption and more creative and compelling use cases.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…