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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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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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Cisco CMX @ NRF 2014

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NRF 2014 was held last week at the Javits Centre in New York City. It’s the biggest retail event of the year where vendors show off the future of the industry to all the delegates both using inspiring key notes and exciting demos on the Expo floors.

2014 and beyond:

It wasn’t too hard to identify that there were some common themes. On Tuesday afternoon I stood on the main Expo floor and just looking around I could quickly see the industry’s top of mind phrases and buzz words popping out:

“Omni channel”,”Onmianalytics”, “Predictive”, “Insights”, “Customer science and Analytics”, “Precise Location Matters”, “Analyze Decide”, “Mobilize”, “Mobility solutions”, “Big data”, “Customer engagement”, “Adaptive offers”, “Personalized customer experience”, “Customer Experience Analytics”

We certainly are entering the era where using data, analytics and personalization is no longer just an interesting notion or “nice to have” for retail -- it is now the KEY thing companies MUST do.

And a big common theme is that mobile is exploding and changing things rapidly, so retailers either need to keep up or inevitably fall behind their competitors. Read More »

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Omnichannel Is Changing How You Do Business – Sort Of

This is the final installment of a series on how retailers can address the challenges of becoming an omnichannel business. I’d like to wrap up by talking about a deceptively simple stumbling block – accepting that being an omnichannel seller changes how people work.  I spend much of my time talking to retailers, and this really is a big issue.

For example, I have seen stores install – and then turn off – Wi-Fi deployments because they worry that associates will waste time surfing the web. And, yes, some might. But consider the cost compared to customers knowing more than your salesforce because they’ve been doing online research. It makes your team look uninformed, lowers the quality of service, and impacts sales. Obviously, you don’t want workers to play games all day. Instead, train them to find and use online product information, social media, and reviews that will help improve response to customers – and deal appropriately with the exceptions.

Related to this are issues around Wi-Fi access for customers. If you provide it for employees, please just go ahead and extend this to shoppers. Universal store access allows you to optimize your brand with both employees and customers (and enables far more effective analytics). I guarantee that you will lose relevance over time as consumers learn your store is one of the few without mobile service.

As well, I’ve met retailers who won’t add Wi-Fi because they are convinced that the only outcome will be showrooming and ultimate desertion. It’s time to shed the fear of this increasingly common customer practice. Instead, leverage it as a new marketing tool. You can drive sales by being part of the customer’s social media experience, delivering your own identity, branding, and incentives. A recent Accenture study shows that younger consumers still want the in-store experience, but they also expect retailers to integrate personalized shopping across all channels.

Let’s talk more about this at the NRF Big Idea Sessions in New York, where I and Jon Stine, Lisa Fretwell, and Kathryn Howe will be speaking on Jan. 13 and 14.  Visit Cisco’s NRF website to learn more about these popular seminars, and stop by Cisco Booth #1954 to say hello.

The idea of omnichannel selling can be daunting, and getting the benefit may entail learning to manage a certain amount of risk. But you know – it’s just retail. The environment is becoming more device-driven and the way stores look is changing. But giving consumers what they want; interacting with, understanding, and nurturing them: It’s still the business of retail. And you know how to do that.

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