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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach www.theprcoach.com
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Location Analytics without a Consumer Value Angle May Not Fly | Internet2Go

Location Analytics without a Consumer Value Angle May Not Fly | Internet2Go | Public Relations & Social Media Insight | Scoop.it

An article in HBR today discusses what we've known and been writing about for some time now: location analytics is a major "must-do" opportunity for retailers and others (airports, hospitals, casinos, colleges, mall owners, entertainment venues). See also: Report: "Mapping the Indoor Marketing Opportunity."


The HBR piece discusses various provider-vendors (RetailNext, Placed, Euclid) and retail scenarios (operations, staffing, merchandising) that will benefit from indoor and offline analytics. However one of the major issues in the space is privacy and consumer acceptance. The article neglects to discuss privacy at all, although many of the comments raise the issue.  


Location analytics can be done in such a way to avoid any PII collection while giving customers the ability to opt out of any indoor tracking (save closed circuit TV). The Future of Privacy Forum has introduced an opt-out (a kind of do not track indoors) website SmartStorePrivacy.org. This is a voluntary thing at the moment, though with many analytics firms signing on. But it will likely become mandatory at some point in the near future....

Jeff Domansky's insight:

Not just a "local" issue for social marketers.

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Local-Mobile Marketing Is Helping Retailers Drive Foot Traffic And Sales At Bricks-And-Mortar Stores

Local-Mobile Marketing Is Helping Retailers Drive Foot Traffic And Sales At Bricks-And-Mortar Stores | Public Relations & Social Media Insight | Scoop.it

FA primer on location-based marketing on mobile.Location-based marketing blurs the line between the digital and physical world. To drive foot traffic and sales at bricks-and-mortar stores, marketers target shoppers on their devices.

To do that though, marketers need to effectively identify and utilize consumers' locations. New services are giving people a much better incentive to share where they are, while new technologies are emerging to make location-based marketing a more exact science. In a new report from BI Intelligence, we look at the three of the primary types of location-based marketing approaches: geofencing, geoconquesting, and geoaudiencing, each of which uses location somewhat differently. We also look at some the latest and most effective location-based apps that are giving consumers' good reason to share their location....

Jeff Domansky's insight:

Business Insider takes a closer look at localization and Mobile marketing.

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Ali Anani's curator insight, December 20, 2013 9:27 PM

With local - Mobile Marketing, make the close closer.