While location based marketing is not a new strategy, iBeacon, Apple’s recently introduced Bluetooth LE-based technology that extends location-based services in iOS, offers exciting new opportunities to engage consumers in retail stores and other destinations.
iBeacon uses Bluetooth 4.0 to pick up signals from Bluetooth-enabled phones. With an advanced API software and transmitter hardware that reaches up to 150 feet, the technology allows businesses to precisely estimate a phone-owner’s location, and exchange data and information.
iBeacons are so efficient that even the largest of stores would only need handful of beacons per floor to enable a high degree of positioning accuracy.
It’s not just the moment of purchase that matters. To successfully build customer loyalty requires fresh marketing strategies at every phase of the purchase cycle: before, during, and after.
Before deciding to spend their hard-earned money with your brand, consumers receive countless messages that detail product announcements and ways to save money. To break through this noise, a streamlined and efficient engagement strategy is critical.
At the time of purchase, on the other hand, with consumers facing options from dozens of competitors, brands must change the shopping game to aid consumers in making an educated buying decision.
Finally, after a purchase is made, your brand has a choice of either allowing the customer to walk away in anonymity or continue the conversation by creating an identified and meaningful ongoing relationship.
Driving quality engagement with your social audience increases loyalty and more effectively guides consumers down the path to purchase.
As such, marketers must place a premium on fostering social relationships that add tangible value and incentives to the customer experience.
But how can marketers identify the most effective ways to break through the flood of status updates, tweets, pins, and posts?
Read on for four strategies that marketers can integrate in 2014 to make sure social conversations with your audience hit the mark.
A key element for loyalty programs, especially in industries like retail and restaurants, is product purchase frequency. Frequently purchased products enable members to earn more reward currency and keep the product and the program top of mind.
Does that mean that products without a high rate of purchase frequency can't implement a successful loyalty program?
They actually can, it just requires a little creative thinking and a different approach.
Facebook provides an unparalleled amount of real-time, accurate user data. With Facebook, marketers can be flies on the wall, quietly and unobtrusively gaining insight into their consumers by observing the details they share about their lives.
It is the world’s largest unfiltered focus group for brands to listen to, and it’s arguably the richest CRM database for marketers to take advantage of.
Consumers provide large amounts of data through their Facebook activities, enabling marketers to access far more information about who they are than a survey or poll might reveal. And, thanks to the high-frequency of consumer activity on Facebook, all of this wonderfully rich data is consistently kept up to date.
Best of all, the accessibility of consumer data on Facebook means that marketers can utilize it without interfering in their consumers’ lives.
Consumers use their mobile devices to comparison shop, get directions to a business, or make reservations at their favorite restaurant. But often the communication from brands stops there.
Businesses of all kinds should be better engaging via mobile with their customers. After all, engaged customers are your most valuable asset: optimising engagement can help you outperform the competition.
You've most likely heard or even uttered the latest 'it' term out there for marketers: Gamification. But what does it truly mean? Is it a fad or is it here to stay?
Defined as the “process of using game concepts and mechanics to engage users and change behavior,” gamification is, at its core, a simple concept with huge potential for business.
In fact according to Gartner, 70% of Global 2000 organizations will have at least one gamified application by 2014.
With temperatures rising and summertime in full swing, it’s hard to think about the upcoming winter holidays. Christmas comes early for marketers, however, and identifying a strategy now for what is the most impactful shopping season of the year can be the difference between success and disappointment.
In January, the NRF reported that holiday 2012 retail sales increased 3%t to $579.8bn.
Clearly, the holidays are a huge opportunity for brands to increase sales, but if you don’t plan accordingly, the holiday quarter can make or break a successful year.
User generated content (UGC) is not a new concept, but for digital marketers, UGC has never offered as many exciting possibilities for engaging with consumers and building brand loyalty.
With the recent billion dollar acquisitions of content companies like Instagram and Tumblr, tech giants are further demonstrating the immense value of content today,and the opportunities are apparent for marketers.
In a January 2013 Econsultancy/Adobe report on digital marketing trends, over 700 digital professionals identified content marketing as the single most significant trend in marketing today.
Content, in short, is king, so it’s incumbent upon brands to make good use of it.
From increasing brand awareness to accelerating conversions and transaction volume, mobile has become an integral way for brands to guide consumers along the path to purchase.
The rise of mobile is a key factor in the shift from what used to be a linear path to purchase. The days of "here's our ad, see you at the register" are long gone and have been replaced by a broad, multi-faceted discovery and engagement process.
With this evolution, marketers must make effective investments that use mobile as a connective tissue in the increasingly non-linear purchase cycle.