Many of our clients, new to Location-Based marketing, initially think its only value is in targeting mobile consumers based on where they are at any given moment.  Some shy away from the notion, citing concerns of the “creep factor” and the potential to damage their brands as a result. In fact, less than a third of our clients are currently using proximity targeting.  Not that it doesn’t drive engagement and conversions, it does, if done correctly.

There’s been quite a bit of talk recently around the value of competitive geo-conquesting.  Having done many such campaigns for retail clients ourselves, we’re here to tell you that we’re big fans.  Targeting consumers based on their visits to rival stores does in fact work, with results exceeding industry norms.

9 Killer Location Features for Retailer Mobile Apps

Streetfight just published a feature article with tips for retailers provided by location-based industry experts, to amplify the value and utility of their mobile apps—for consumers, and for themselves.

Jeff was interviewed by mCordis' Michael Becker to dig into the value of Gravy's technology in the marketplace.  He explains how they are revolutionizing impluse marketing with the data Gravy is generating. mCordis mobile insights shares with its large audience how to make mobile an essential part of your marketing strategy to work seamlessy for both brands and consumers.

Hospitality Technology magazine recently published an insightful article in the importance of location based technology adoption, and recommendations to help hospitality companies define a technology roadmap that includes location-based elements.

With hotel companies paying commission rates from 10-30% to OTAs like Expedia and Booking.com, it’s no wonder they’ve become aggressive about capturing business from these third party distribution channels.  Both Hilton and Marriott have made bold moves with campaigns to do just that.

And their strategies are sound—with Hilton’s comprised of rate parity, convenience, Loyalty benefits and personalizing guest experiences.  A question remains though: Exactly what intelligence are they using to optimally personalize the guest experience?

Segmenting and targeting “best customers” based on the traditional RFM past-purchase model (1. How recently they’ve purchased; 2. How frequently they’ve purchased; 3. How much money they’ve spent), has long been a cornerstone for retailers and other brands.  And it will and should continue to be.

But there are obvious gaps in this approach—gaps that can be filled with a new metric: Recency and Frequency of attendance, or “RFA,” based on customers’ physical visits to local events, activities and places.

According to an IAB Study: Race for the Whitehouse, 2016, the majority of registered U.S. voters are “Politically Involved” and of those, almost 40% are either “Politically Active” (attending a rallies, speeches or organized public meetings in town), or “Political Influencers” (Leading fundraising efforts, making speeches or serving on local political committees).

“As people go – so go their votes”

As the 2016 political campaigns heat up, we made some predictions on the outcome of the recent New Hampshire primary. 

And we came within 3% of the actual results.