Location-based advertising can be a powerful tool for businesses with storefronts and yesterday, brick and mortar SMEs gained a potentially significant new location-based advertising tool.
That’s because Waze, the popular mapping app owned by Google, announced the launch of Waze Local, a new offering that allows SMEs to advertise to drivers as they’re on the go.
Search marketing evolves on a daily basis.
The constant introduction of new and innovative processes means that strategies can shift frequently as SEOs and marketers try to work out the best way to deal with new online environments.
From Google updates to advances in technology, the methods we use to measure the success of an SEO campaign, however, may not always be giving us the full picture.
Econsultancy’s annual awards, The Digitals, takes place tomorrow night as part of the Festival of Marketing.
I was involved in judging the entries and was inspired to cast my eye around at other industry awards to see what type of work brands have been doing this year.
Over in Asia the Spikes are a high profile affair and attract some great entries from around APAC.
The shortlist for the digital category is actually quite long, so I’ve picked out a few of the most interesting or impressive entries.
Here’s a summary of my favourites, and for more on this topic read our blog post on inspirational examples of mobile innovation from Asia or download our new report on the State of Ecommerce in China…
Earlier this year, I was surprised to find this post on Indoor Google Maps was quite popular.
Maybe it was because lots of people weren’t aware of Indoor Google Maps. Maybe it was because we’re all quite nosy, fans of MTV Cribs and the old British favourite, Changing Rooms.
Well, I thought I’d collect some of the coolest examples of Google Business Photos, the indoor equivalent of Google Street View.
These are the weirdest, most wonderful and beautiful 360 degree interactive tours. They appear in Google searches, Google Maps, and Google+ Local.
Anyone can use Google Business Photos (and be successful with them) apart from legal establishments and museums (this imagery is supported through Google Art Project). Admittedly a few of my examples aren’t businesses.
Econsultancy London even got involved (though we’ve recently upped sticks).
So heck, why travel, why leave the house when you can experience all this from your desktop? Enjoy!
If you weren’t aware, Google does indoor maps. If you were aware, you may not have known of the extent of the buildings that have been mapped already. You can view a list of over 10,000 buildings that have been mapped, here.
Users can upload their own building plans, as long as the building in question is public and there’s no problem with copyright or secrecy.
Uploading a building map of your stores, much like John Lewis and House of Fraser in the UK and Bloomingdale’s and Macy’s in the US, is probably a great idea. I’ve previously discussed the smartphone user journey, and indoor maps can slot right in to Google’s domination of that journey.
Even those who aren’t looking for anything specific on their phone, i.e. passing trade, might be tempted by maps. Certainly, if there is any pedestrian traffic outside of your stores, the extra detail may persuade potential customers to step inside, especially if there’s a marker on café, toilets, sportswear, perfume etc. (although the user has to be fully zoomed in to see the indoor map).
The initial benefit, of course, is that lost and tech-savvy customers (teens is likely to be a big demographic) can find their way to whichever desk or concession they need, once inside.
To some shoppers, the idea of needing a Google Map to find the toilets in a supermarket is a bit demoralising – surely we don’t need tech so far engrained in our lives? But, with malls, out of town shopping centres and bigger retail stores a trend that hasn’t abated, I think in retail there’s a good case for indoor maps.
And there are lots of good uses outside of retail, too. Let’s take a look at some of the best uses of indoor maps, taken from Google’s case studies.