A panel at this year's South By Southwest prompted discussion about many facets of mobile location-based marketing, including relevancy, technology, privacy, and thinking beyond advertising.
Last week I participated in the Mobile Saturday event at SXSW, which Urban Airship has been putting on for the past few years. I lead a panel discussion titled "Location-Based Marketing: Beyond Advertising," where we explored a number of interesting topics.
As would be expected, the mobile sessions were some of the most crowded sessions of the week (other than the parties and really big-name speakers). More and more marketers are clearly looking to think a bit differently about mobile and how to better push their brands and serve their audiences.
The speed at which mobile is evolving as well as consumer expectations rising has lead to a number of interesting opportunities for brands and marketers. But more and more this doesn't mean advertising via mobile but rather providing value to consumers to enhance an experience around a brand, product, or location.
There were a number of interesting things discussed through the session that I wanted to share:
I thought that @McAtoms summarized the session well in saying the following on Twitter:
In many ways relevancy is the Holy Grail for marketers. If we can better understand what is relevant to our audiences, we can better tailor messages and experiences to them through customization and personalization. But trust and value are a key part in delivering that relevant information.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
As President of the Americas at POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. With more than 20 years experience in digital strategy, he is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports POSSIBLE's clients and employees in driving new engagements and delivering great work that works. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014