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Explosive Growth in Mobility and Location-based Marketing

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It’s exciting to watch the explosive growth of mobile and hyper local based services. Mobile location based services and marketing is rapidly becoming BIG business, with an estimated $4.5B of mobile advertising being location based (rising to over $10B by 2017).

Let’s look at some of the fundamental factors, drivers and numbers behind this growth to put it into context. Read More »

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My #InternetofEverything Perspective: Driving Smarter with Technology and UPS

Dave Barnes, CIO of UPS, shares his perspective on the Internet of Everything.

The Internet of Everything has transformed the operations of UPS, the world’s largest package delivery company and a leading global provider of specialized transportation and logistics services. For starters, the Internet enables UPS to help businesses everywhere deliver on the promise of e-commerce. UPS connects its customers to their customers in ways that improve global supply chains – and at the same time, allows customers to track their packages as they zip their way through UPS’s logistics network.

Cisco_UPS_Ioe Perspective

The Internet also helps UPS optimize its operations: As customers go online to schedule their pickup, UPS computers begin mapping the best way to move this incoming wave of packages – even before they’ve physically entered the UPS system. Being wired into the world enables UPS to deliver more than 16 million packages each day – and 4 billion packages a year – for nearly 9 million customers in more than 220 countries and territories.

Being wired also helps UPS drive smarter. To reduce the time –and fuel – needed to deliver those 4 billion packages, UPS has pioneered a proprietary new mapping and optimization solution known as ORION. ORION – short for On-Road Integrated Optimization and Navigation network – reviews the package information, the delivery instructions given by customers and the wireless data feeds from the handheld computers used by UPS drivers. ORION processes this data using advanced routing algorithms and then provides each driver with the optimal path to make that day’s run. UPS’s network also wirelessly transmits real-time alerts and updates to drivers as they run their routes.

The Internet of Everything is also enabling UPS to offer customers a more personalized delivery experience. Today, UPS customers have the ability to schedule delivery windows, provide special handling instructions – and redirect a package to another location even when it’s on its way. Thanks to the Internet, UPS can give customers big and small the VIP treatment.

What is your #InternetofEverything perspective? Join the conversation today on Twitter.

 

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Mobile Marketing & Location Context @ ClickZ New York 2014

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Digital Marketing Executives, trade press and specialist companies gathered in New York this week for the latest ClickZ Live NYCevent.

Location, location, location…!!!

A very clear trend visible here is how location had become a key part of the digital marketing language.

It was part of the Keynote addresses.

  • Facebook’s former Director of Marketing is advocating it.
  • Google are presenting on it and delivering workshops on it.
  • Various booths talk about its importance.
  • Numerous speakers mention it in their presentation.
  • And Cisco are evangelizing how indoor location using WiFi and CMX can really enhance location capabilities and hugely driven additional revenue streams and enable new business models. Read More »

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Mobile Marketing @ SES Jakarta & WiFi based Location Context

SES ( soon to be called ClickZ) hosted a Digital Marketing Conference in Jakarta this week which is the meeting point for digital marketing and advertising professionals in the AP region.
Here the  latest mobile marketing trends, best practices, new technologies have been discussed and presented, including Cisco’s CMX capabilities as part of meet the experts session called “Context marketing using Wifi location services”.

SESjakartaSome interesting observation and ideas being discussed include:

Multi-Channel Attribution modeling:
While online marketing investments are more measurable compared to conventional media such as television, however tracking what leads to sales conversion is becoming increasingly complicated.
The simple measures of last click or first click attribution are not fully meaningful to represent today’s omni-channel ultra-connected consumer. Therefore it’s not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics.

Data to underpin a successful digital marketing strategy:
Increasingly consumers are connected all the time -- and with that every day around the world, connected consumers are being wooed by offers of better prices, better deals and better service.
How can marketers compete…often the only defence they think they have to fire back at competitors is to match those deals and price cuts.
However data is key, as more information about customers becomes more plentiful and more detailed, and as customers become more interactive with the companies they buy from, the competitive marketing landscape is becoming radically different. For many advanced organisations it is using data to deliver insight and analysis gives them a competitive edge to keep ahead of the pack. Read More »

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Sales and Marketing in the Age of the Customer

Several members of my team participated in this month’s Forrester Sales Enablement Forum, an annual conference where sales enablement professionals from around the world gather to discuss industry trends and best practices. This year’s theme: Drive growth with a 21st-century selling system, centered on strategies for surviving and thriving in “the age of the customer.”

With information virtually at their fingertips, buyers are more informed, savvy and selective than ever before. And, the old approaches to sales and marketing no longer produce the results we need to grow revenue.

Read More »

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