Google's Social Media Buzz Smashes Any "Glass" Ceilings
5 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by Ben Keefe
Scoop.it!

How to Make the Most of Mobile Local Search

How to Make the Most of Mobile Local Search | Google's Social Media Buzz Smashes Any "Glass" Ceilings | Scoop.it
Brands have a lot to gain by embracing geo-location based mobile strategies -- and you don't have to be a big box retailer to benefit from doing so.
Ben Keefe's insight:

Geodemographic segmentation has been frequently used by brands, as it is able to combine traditional segmentation tactics – geographic, demographic, and psychographic – and target a consumer group whose interests align (based on location + previous search activity) with what the brand has to offer. Traditionally, geodemographic targeting has taken place primarily on the internet, and is based on the consumer’s location and previous internet search activity. However, a new platform is becoming integral in the geodemographic targeting strategy of brands: mobile.

 

Given that consumers spend countless hours on their smartphones, the mobile local search is giving smaller companies a chance to target key local consumers, and cater to their interests based on their search activity (on their phones) and their location. This form of targeting is easy to measure for these companies, and can allow smaller companies to compete with bigger brands by implementing a highly targeted strategy for their business. One caution with this strategy is that many consumers may find it intrusive and resist this form of targeting. However, geodemographic targeting’s ability to combine data with consumer activity, and target advertising activity to local behaviours and activity is giving small companies an edge.  

 

Ben Keefe, 05993950, Comm335-2, targeting, segmentation, geodemographic, mobile, advertising

more...
No comment yet.
Scooped by Ben Keefe
Scoop.it!

Report: Google Glass Was the Clear Winner of SXSWi Buzz

Report: Google Glass Was the Clear Winner of SXSWi Buzz | Google's Social Media Buzz Smashes Any "Glass" Ceilings | Scoop.it
Google Glass was the clear winner at SXSWi, monopolizing 21% of brand conversations in social media, according to a researcher.
Ben Keefe's insight:

Google Glass. It’s the latest product that is re-inventing the way consumers use, or in this case, wear technology. The buzz surrounding Google’s latest gadget was all the talk of South by Southwest (SXSW) Interactive – a set of festivals that takes place annually in Austin, Texas, and took place from March 8-17 this year.

 

The social media conversations and corresponding attention from media has provided Google with the platform it will need come the launch of the product later in 2013. This strong utilization of public relations (including earned “buzz” through social media and strong media relations) is a perfect example of how companies can capitalize on reviews and consumer interest and conversations; this is highly similar to what Apple did in 2007 with the launch of the iPhone. By taking advantage of the “newsworthy event” that SXSW is, which caters to an audience who would be interested in Google Glass, Google will be able to save on advertising by relying on the incredible buzz created by the festival. 

 

While this is incredibly successful, going forward Google may struggle to measure the impressions and effect of this type of awareness generation – due to its lack of control when compared to advertising. However, for the time being, Google has mastered the art of consumer-generated buzz.

Ben Keefe, 05993950, Comm335-02, publicrelations, sxsw, productlaunch, socialmedia, buzz

more...
No comment yet.