location-based services

Three steps to mobile marketing mastery

Mobile marketing involves much more than big budgets and a mobile-optimised website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.

Are marketers making the most of location-based services?

Mobile apps help to attract new customers, increase engagement and drive conversions, but this often requires the user to keep coming back.

By combining the use of mobile apps and also location-based services, marketers are able to reach out to their customers to send them more targeted content. 

Facebook checks out of check-ins, but not location

For years, privacy issues have dogged the world’s largest social network, Facebook.

From changes that have gradually made the once-closed network more open to the world to advertising programs that were are little too creepy for comfort, Facebook arguably has more experience dealing with privacy flubs than any other company in the world.

So it shouldn’t come as a surprise that Facebook continues to tweak its privacy features, as it preparing to do in a big way soon.

Do location-based services really matter yet?

Location-based services like Foursquare saw their popularity increase
dramatically in 2010, and along with that popularity came plenty of
press attention. To some, location-based services may represent the holy
grail of mobile marketing for brick-and-mortar businesses.

But are brick-and-mortar marketers overestimating how much these services can help them?

Q&A: So, Larry Fink, why did The Palms decide to try Facebook Deals?

Palms Casino Resort webpage

The Palms Casino Resort is one of those spots in Las Vegas that’s notorious for its “hip” status. (It even spawned a reality TV show called “Party @ the Palms”). So when the Palms was featured as one of the first companies to offer location-based deals on Facebook, the pairing made sense. After all, “hip” companies are the first to experiment with “hip” new ad units, right?

According to Larry Fink, the Palms Casino Resort’s executive director of public relations, offering Facebook Deals is about more than just being hip. It’s about creating opportunities to generate incremental revenue from customers already earned through other means.

Five harsh truths about customer loyalty

For most businesses, few things are more valuable than a loyal customer.

Fortunately, thanks to technology and the internet, there have never been so many
options for businesses looking to build long-term relationships with their customers. And
these options are growing by the day. Customer loyalty solutions, for
instance, look like they’ll be playing a big role in the emerging
market for location-based services.

Facebook launches location-based Deals – will users actually redeem them?

Facebook logoThere’s a tug-of-war going on between location-based
technology advocates and, well, the rest of the online population. Just 4% of
online Americans are actually using location-based services, according to new data
from
Pew Internet. That paltry adoption hasn’t stopped startups like
Foursquare and Gowalla from trying to entice advertisers to offer deals on
their location-based platforms.

Now Facebook has entered the fray with its new “Deals” offering,
which gives users exclusive deals when they check in at stores. Is it
premature?

Will Foursquare check out now that Facebook has Places?

Five years ago, one of the last things an entrepreneur with a hot consumer internet startup wanted to hear was “Google is launching a new service just like yours.” It’s 2010, and that has changed to “Facebook is launching a new service just like yours.

But that’s precisely what Dennis Crowley, the founder of the increasingly popular location-based service Foursquare, recently heard.