Tag Archives: Advertising

Boom or Bust – The Future of Proximity In-Store Marketing

Boom or Bust – The Future of Proximity In-Store Marketing

Proximity Marketing

Not too long ago I tested out a number of proximity based apps in a few of New York’s larger retailer stores. As consumer habit continue to move towards mobile tech integration business are looking to get as up close and personal with shoppers as possible. Tailoring your in store experience based on where you are comes with a number of potential benefits. Below is the opening excerpt of a great piece discussing In-store proximity marketing. Check it out then hop over to the full post at the end.


Today’s constantly connected consumers are using smartphones in-store more than ever. A recent Google survey states that a staggering 80 percent of shoppers are using smartphones to make purchasing decisions. Retailers and start-ups have taken notice, and the concepts of mobile location analytics and proximity marketing are emerging out of that.

Publications like Techcrunch and Adweek have articles of retailers launching Bluetooth beacon pilot programs almost on a daily basis. Some recent examples includeTarget, Country Market and Urban Outfitters. But when you clear away all the buzzwords, what exactly is this shift we’re seeing? It’s the world customizing itself to you. The world is reacting to your presence, specific to you as an individual.

Proximity marketing is an exciting concept, but a lot of people are worried they’ll be inundated with spam if they opt in.

That is an exciting concept. Talking about this out in the world will get you varying reactions, from concerns about privacy issues to the idea that your phone is going to spam you with Viagra ads non-stop, but if you boil down the idea, there are some really compelling concepts here.

Personalization Is A Key Benefit

Let’s take a look at a form of personalization we all know about today. A husband and his wife have individual key FOBs for their car. When the husband gets in the car, the mirrors adjust, the seat slides back, and the radio station changes to his favorite morning radio station. When his wife uses the car that evening, the car returns to her preferences. That’s an example of very useful personalization. Now, imagine if a retail store could do that for you.

We’ve seen online personalization become more and more sophisticated over the past decade with platforms such as Google AdWords and the Facebook Audience Network, and the addition of proximity marketing technologies is making it possible to expand that personalization in-store, effectively bridging the gap between digital and physical environments. There are both exciting and scary possibilities to this.

So, why can’t retailers live without it? The retailer will now be able to understand shopper behavior beyond POS data. Retailers currently have the ability to analyze traffic patterns, deliver personalized offers, measure dwell times, build on customer loyalty profiles and even A/B test physical displays. And what does the shopper get? By integrating this technology into a retailer’s app, the shopper gets an ultra-personalized experience through customer-specific offers, location-specific coupons and contextual information such as maps and menus.


But the question that keeps coming up is: Will shoppers adapt to this kind of experience? If users don’t adopt the technology, hockey stick graphs will never happen for retailers. I think of a Sheryl Sandburg story I’ve heard during her presentations several times. When Caller ID first came out, users were scared by it. They thought the concept of knowing who’s calling before you picked up was creepy. Now, 20+ years later, we don’t pick up our phones without knowing who’s calling.The user’s perception of the technology completely flipped over a couple of decades.

It seems a general consensus among investors and marketers that someone will figure out and win the proximity marketing race.

***See the full Article Here via Topal.com***





The Majority of Consumers Don’t Buy Celebrity Hype

The Majority of Consumers Don’t Buy Celebrity Hype


From as long as I can remember watching TV, brands have looked to hook your attention and spark your interest in their products via the cosign of high-profile personalities and main stream celebrities. The celebrity endorsement is a class marketing method that essentially tries to tell you that if it’s good enough for this person then you should want it too and for years this has worked. Apparently, the present age of social media, viral stars and more direct customer engagement is rendering this approach to business a little obsolete with the millennials. Check out the info below via Collective Bias detailing some recent market data.

Collective Bias, a leader in shopper-focused influencer marketing, published results of a large-scale national survey investigating how U.S. consumers’ online behaviors impact in-store purchase decisions. The survey, fielded to nearly 14,000 adults in early March, found that 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Of that number, 70 percent of 18 to 34 year-olds had the highest preference for “peer” endorsement.


Only three percent of consumers would consider buying a product in-store if it was endorsed by a celebrity, but celebrity testimonials were just one of the traditional advertising vehicles to rank low among respondents. Those surveyed cited TV (7.4 percent), print (4.7 percent) and digital (4.5 percent) advertisements as the least influential forms of communication when shopping for products in-store. The results point to a growing ineffectiveness of traditional advertising and the need for brands to embrace alternative forms of marketing to drive sales.

Society has a growing number of media options that enable them to avoid ads all together and even if they do watch them, their influence comes more from whats trending and buzz worthy online vs the new commercial drops on TV. It should be a lesson learned that at least with the young adults of the world you need connection on a relateable level over star power to seal the deal.

Source Info via CB 





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The Growing Force of Social Leaders in Advertising

The Growing Force of Social Leaders in Advertising


For decades we’ve automatically associated advertising media sponsorship with big name actors, sports stars and music artist. Their bigger then life existences that were portrayed to the public made them the ideal spokespersons for companies looking to grab attention and influence the consuming decisions of the people. While celeb star power is still in play for many brands especially when targeting the younger demographics, as the target market exits that specifics group you enter the section of society that no longer blindly follows the images portrayed via mainstream media. While social media has enabled a more direct communication between celebs and the general public, it has had a very adverse effect as well. Social Media and Reality TV has demystified a lot of the super star aura. The constant flow of information across the Internets has really humanized these figures. On the flip side the average person now has the ability to grow in influence and stature without the old requirements of “stardom.” Advertisers see this and as we move into the new year more and more of them know that social media leaders want and deserve proper compensation. Let’s look at some numbers.

Continue reading The Growing Force of Social Leaders in Advertising