It’s no secret that the rise of mobile marketing has had a huge impact on retailers and consumers alike. As marketers, we can barely step away from our mobile marketing apps, web analytics, and industry news. As a consumer, it is even harder to put down our devices when companies like Uber, Paypal, Starbucks, and even Google offer us such amazing mobile services. The mobile industry lets us buy, sell, hail cabs, and rant and rave about products right from the palms of our hands. This week's Agil Insider will cover everything you need to know about what happened in mobile that marketers should get excited about.
PayPal to Connect Mobile Ads to In-Store Visits
Let’s face it, marketers. We have been waiting for this day since the invention of the mobile app. PayPal has partnered up with a mobile location tracking firm, called Placed, to help marketers serve ads to customers during their real-time in-store visits. With roughly 125,000 app users currently offering up their location data in exchange for gift cards and other goods, the company has a huge pool of customer movement to survey and analyze. Placed asks users about which retail stores, boutiques, or restaurants they visited, whether or not they decided to hop over to the shops next door, and where they might end up next. With its data collection methods, Placed is aiming to evaluate which consumer groups are likely to visit particular businesses.
"We're able to actually understand who went to a store," said Sarah Hodkinson, head of Marketing for PayPal Media Network.
As a marketer looking to target offers and ads to customers when and where they need it, this is welcomed news. Consumers are constantly demanding more relevant and personalized content that is not only useful, but in real-time. With PayPal’s new partnership with Placed, marketers will be able to push offers to targeted audiences based on where they are and what businesses they are likely to visit. Customers will be able to view those offers and make payments in-store through PayPal. The best part of all this? PayPal can tie retail data from CRMs to their ad serving algorithms. That means actionable real-time in-store data for all your predictive marketing needs.
Read the full article at AdAge.
Starbucks Updates its iPhone App with ‘Shake-to-Pay’ and Digital Tipping in the U.S.
Starbucks has been active with their mobile app and in-store integration for quite some time now. This week they decided to step things up and add a couple new features to improve customer experience in the U.S. Starbucks app users can now shake-to-pay, which immediately brings up the barcode needed to pay at checkout. As a further convenience, customers can tip their favorite barista for up to two hours after they’ve been served, through the mobile app. With the new features rolling out across the country, Starbucks will let users know they’ve visited a store that offers the new features through friendly push notifications.
What Starbucks' mobile app success illustrates is that integrating mobile and in-store experiences can be invaluable to a companies customer analytics. Like Starbucks, companies using a mobile app can offer features that show account history for reviewing purchases, earned loyalty points, and unlocked rewards. Consumers that want to track spending and what their receiving in return, can easily do so through a mobile app. Not only does this mean that customers can maintain great spending data, but marketers can as well.
Read the full article at The Next Web.
Facebook Eats Away at Google’s Share of the Mobile Ad Pie
Can you believe that mobile ad revenue is expected to hit a whopping $31.5 billion this year? Me neither. The consistent rise of mobile ad spending ha revealed that the two biggest players are Google and Facebook. This doesn’t really come as a major surprise, considering the two managed to earn about 67% of the mobile ad revenue last year. The big surprise here, is that Facebook is moving in to take almost a quarter of the revenue for this year. Last year, Facebook landed about 18% of the mobile ad revenue, but is projected to take about 22% this year! That’s $6.82 billion in cold, hard, cash. Funny enough, in 2012, eMarketer predicted that Facebook would barely break the $1 billion mark. I guess Facebook gets the last laugh this time.
Although Google and Facebook area the big kids in the mobile ad playground, I would not discount other companies like Twitter and LinkedIn. Depending on your particular audience and how accurate your customer data is, Twitter and LinkedIn are still very effective mobile ad platforms. Marketers should use a combination of social platforms for their mobile ad placements and focus more on offering hyper personalized ads through proper channels. We know that the mobile ads work, but it is up to marketers and their customer data to determine just how well they work.
Read the full article at Ad Age.
More and more companies are taking steps to bridge the gap between online and in-store experiences for their customers. With online retailers offering more consistent customer experiences, brick and mortar stores will need to step up their game when it comes to tracking customer data, using mobile ads, and analyzing purchase trends. Retailers continue to lose useful customer data to outdated brick and mortar practices. With these new services developing in the mobile space, marketers can start delivering the same streamlined experience in-stores that customers enjoy online.
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What's your take on all the changes in mobile? Leave us a comment.