These two new marketing roles are vital for business — MarketingTechNews.net: Latest from the homepage

It is no secret that digital has arrived and it is changing the way businesses operate, market themselves and communicate with customers. What is surprising though is that many organisations are still failing to adapt to this shift. In fact, according to research from the annual Russell Reynolds Associates survey, 10% of c-suite executives confessed…

via These two new marketing roles are vital for business — MarketingTechNews.net: Latest from the homepage

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Google announces some major AdWords changes — MarketingTechNews.net: Latest from the homepage

Google has announced some major changes to AdWords bidding, workflow and measurement. In a blog posted by senior vice president of ads and commerce, Sridhar Ramaswamy, after this week’s Google Performance Summit, the company announced the changes alongside the news that half of trillions of Google searches now come from mobile devices. And the AdWords…

via Google announces some major AdWords changes — MarketingTechNews.net: Latest from the homepage

Three Network trials network based adblocking — MarketingTechNews.net: Latest from the homepage

Mobile Network Three UK is rolling out adblocking technology to its network, saying it doesn’t think customers should pay data charges to receive adverts. The network said it believes the current mobile advertising model is broken and that its customers “are becoming increasingly frustrated by irrelevant and intrusive adverts which use up their data allowance…

via Three Network trials network based adblocking — MarketingTechNews.net: Latest from the homepage

Businesses need to look again at online video platforms, Forrester says — MarketingTechNews.net: Latest from the homepage

Businesses need to be doing much more to embrace the opportunities offered by video, according to a new report from Forrester. It suggests that businesses who think that having a YouTube channel is enough for a brand are wrong and that companies must adopt online video platforms (OVPs) to help deliver engaging, interactive and personalised…

via Businesses need to look again at online video platforms, Forrester says — MarketingTechNews.net: Latest from the homepage

Will technology take my marketing job? — MarketingTechNews.net: Latest from the homepage

(c)iStock.com/gremlin With advances continue apace in the marketing technology industry, is there a danger that tech will progress to the point it can do the job of a savvy marketer? In late 2015, employed individuals throughout the country began to question whether a ‘robot’ would steal their job. The panic transpired as a result of…

via Will technology take my marketing job? — MarketingTechNews.net: Latest from the homepage

Citibank commits to beacons after merchants give the technology a thumbs-up — Mobile Commerce Daily

Citibank locations in New York are getting a beacon-centric revamp Citibank continues to pave the way for mobile banking by deploying beacons at select Manhattan branches, enabling customers to enter ATM lobbies during off-hours without a card and to receive personalized, location-based messages. Citibank has teamed up with beacon provider Gimbal to roll out the technology to several…

via Citibank commits to beacons after merchants give the technology a thumbs-up — Mobile Commerce Daily

Just Eat’s ex-CMO on millennials’ sky-high expectations of retailers — eCommerce Insights

One of the brains behind JUST EAT’s successful website and app talks us through how retailers are struggling to keep up with the consumer expectations of ‘Uber’s Children’. Your eCommerce Insights correspondent was on hand to catch the founder of haircut marketplace ROCK PAMPER SCISSORS and former Global CMO of JUST EAT, Mat Braddy, give his…

via Just Eat’s ex-CMO on millennials’ sky-high expectations of retailers — eCommerce Insights

Global Digital Signage Market Size to Reach $23.02 Billion by 2023: Global Market Insights Inc. — Digital Signage Pulse

DOVER, Delaware, May 3, 2016 /PRNewswire/ — Digital signage market size is forecast to be worth USD 23.02 billion by 2023; as per a new research report by Global Market Insights, Inc. Lower paper wastage coupled with LED backlit panel integration has led to significant energy savings, driving digital signage market growth. The emergence of Internet…

via Global Digital Signage Market Size to Reach $23.02 Billion by 2023: Global Market Insights Inc. — Digital Signage Pulse

Beacons – love them or hate them, they’re coming!

So, what exactly does a beacon do & what kind of triggers/instructions* can be carried out?
All a beacon does is transmit an identifiable bluetooth signal triggering an event on a users handset, the rest is up to the users device to recognise that signal and carry out instructions, if any. If a user does not have the relevant beacon enabled app on their handset, then the handset may detect the beacon, but wont be able to identify it or carry out instructions. (think about it in the same way your phone automatically connects to pre-saved wifi connections, when you are in range of a known and saved wifi credential, the handset automatically connects)

There has been a lot of press around iBeacons of late about how and what they can be used for. Used wisely they can certainly provide both consumer and brand with powerful opportunity of connecting each other on a very personal level building on loyalty towards the brand and increasing awareness through social media. However, abusing their presence can lead to brand abandonment, loss of customers and bad press.

There are a few caveats when it comes to introducing beacons to the market, here are the 2 most vital:-
a) you have to have a beacon enabled App
b) you have to make consumers aware of the technology in order for them to ensure their bluetooth and location services are turned on

What kind of triggers/instructions* can be carried out?   (these are endless and can be time based) but to name a few examples:-

  • welcome messages/greetings/alerts
  • navigational wayfinding points
  • vouchers/coupons/in-store promos
  • click & collect reminders
  • check-ins
  • loyalty
  • surveys/votes/donations
  • app-launching
  • transacting

* not all beacon hardware can provide the same experiences, these examples are based on using a DTAG100 Smart Beacon

in the following image, there are 10 opportunities for beacons to be used to trigger events:- IMG_20160410_112908

  • Cancer Research can target audiences for donations or increase membership
  • Race for life can target their members to participate, drive online activity
  • # can be used to share the event and news on social media
  • Tescos, Scottish Power and Heart can target their audiences with personal messaging as well as attract new audiences**
  • Royal Windsor Race Course can attract new business with instant wins or offer discounted entry tickets to upcoming race events
  • National Rail and the local train operating company can use the location to collect information on regular commuters, building on loyalty

 

What’s in it for the brands and advertisers? BIG DATA – Audience Measurement***, creating brand awareness, opening 1-2-1 dialogue with their consumers, campaign optimisation, connecting their on-line journey with their off-line presence,

** subject to using @Bipzone generic utility App with a DTAG100 Smart Beacon
*** only consumers with the relevant Apps will be counted