Location technology provides context about consumers that can be used to customize their experiences. Emerging technologies allow predicting consumer behavior in real-time and delivering highly relevant content across devices. A unified platform is needed that can collect, analyze, and act on location data to connect with consumers in meaningful "mobile moments".
Text Analytics Summit - Text Analytics – The Foundation for Social Business C...Collective Intellect
The document discusses how text analytics can be used to enable social business collaboration. It describes how social media conversations can be analyzed using natural language processing to derive insights about customer preferences, intentions and demographics. These social intelligence insights can then be integrated with traditional customer data and used to optimize marketing campaigns, outreach and product strategies by engaging the right audience with the right message on the right platform. The process involves identifying insights from social data, combining it with traditional customer data in real-time dashboards, and engaging customers through targeted multi-channel outreach efforts based on the combined social and traditional business intelligence.
10eventtechnologytrendstowatchin2016 1-160210150838DeShawn A. Larkin
10 emerging technologies are likely to have an impact on events in 2016: 1) APIs will allow different event technologies to integrate more seamlessly; 2) Email marketing combined with automation can provide more personalized attendee outreach; 3) Real-time data intelligence will enable better decision making; 4) Live streaming may change how events are experienced and promoted; 5) Omni-channel experiences will improve consistency across platforms; 6) Wearables like smart watches facilitate mobile ticketing; 7) RFID can streamline processes like entry and payments; 8) Gesture control may enhance presentations; 9) AI assistants can offer personalized help; and 10) Robots could transform areas like facilities and navigation.
This document discusses the rise of on-demand marketing driven by emerging technologies and evolving consumer expectations. It argues that consumers will increasingly demand interactions that are personalized, accessible anywhere and anytime, allow them to do new things simply, and are precisely tailored to their individual needs and preferences. The document outlines scenarios of how future marketing interactions might unfold and emphasizes that companies must excel at designing integrated customer experiences, leveraging diverse data to understand consumer behaviors, and developing new processes across functions to meet rising consumer expectations for on-demand marketing.
Jamie Turner presented on how to get started in mobile marketing. He discussed key mobile marketing strategies including developing a mobile website, using SMS/MMS campaigns, mobile display ads, mobile paid search, location-based marketing with services like Foursquare, developing mobile apps, using 2D codes, and developing a mobile media action plan. He provided statistics on mobile usage and summarized how various businesses are using mobile strategies to grow revenues.
This document discusses the importance of mobile-first marketing. Some key points:
- Smartphones are an indispensable part of daily life for most people and are used in many contexts.
- Behavior on smartphones indicates intent to take action, like searching for local information or making purchases.
- Marketers need to understand audiences' mobile experiences and expectations in order to effectively engage customers on their preferred devices and channels.
- Companies should plan mobile email campaigns first and optimize the entire inbox experience for smartphones.
Slides for Altimeter's webinar: The Inevitability of a Mobile-Only Customer Experience
Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar-mobile-only-customer-experience-altimeter-group
Download the report at: http://pages.altimetergroup.com/mobile-only-customer-experience-report.html
Description: Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul. In this 1-hour webinar, join Jaimy Szymanski and Brian Solis for a discussion on how organizations can approach mobile design strategy through the lens of an evolving connected customer.
This document presents a digital strategy framework with four primary categories: Web, Social, Mobile, and Social Business. It lists common distribution channels within each category and emphasizes that content is the foundation for any digital strategy. The framework also notes that goals, audiences, resources, and messages should be considered when developing a digital strategy.
Mobile technology is changing how people interact with each other and brands. Mobile adoption is growing faster than any other technology in history. Near Field Communication (NFC) and mobile payments are expected to see significant growth in the next few years, with NFC-enabled users spending over $48 billion using mobile payments by 2017. New mobile advertising formats and the rise of wearable technology will also transform the mobile landscape in 2014 and beyond.
There is a wealth of location-based mobile opportunities now available - from tried and tested approaches like Geofences to the as yet unproven Beacons. We believe that a wide range of technologies, including NFC, will continue to successfully co-exist.
Here we share some of our NFC learnings from the past year. We hope you can spare some time to read it amongst all the Christmas festivities taking place this month.
SEO in the Age of Apps | Search Engine Strategies NYC 2013Rachel Pasqua
SEO in the Age of Apps
How has the evolution of the mobile apps changed search? Niche mobile search apps are supplying consumers with options to find what they're looking for faster and more efficiently than ever before and to make the most of this opportunity, marketers needs to rethink their approach and expand their efforts beyond the mobile browser.
The document summarizes Somo's top 7 mobile tech trends for 2017.
1. Conversational UI and voice search will redefine engagement through advances in speech recognition and increased consumer adoption of voice assistants.
2. Everyday accessible proactive assistants will see companies focus on integrating services within voice assistants and new players may launch their own assistants.
3. Messaging apps will become an important new social marketing channel as brands experiment with chatbots and advertising within popular apps like WhatsApp and Facebook Messenger.
4. Instant apps have the potential to revamp progressive web ambitions by improving discoverability, onboarding and monetization for transactional apps.
5. The Internet of Things
This document discusses the digital media value chain and how it consists of three key aspects: digital content management, digital media business management, and digital content experiences. It explains that digital content management involves managing digital content through its lifecycle from creation to delivery. Digital media business management involves rights management, customer relationship management, and content monetization. Digital content experiences involve attracting, engaging, and retaining audiences across devices. The document argues that an integrated technology platform that brings these three aspects together allows media companies to gain the best advantage from their digital assets and meet customer needs in today's media landscape.
In-Plant Printers: How To Grow Business Through Value-Added ServicesinterlinkONE
This presentation is targeted to companies that are in-plant printing and mailing services providers.
That type of business is often found inside of colleges & universities, financial services institutions, insurance companies, hospitals, and other organizations.
During this presentation, interlinkONE presented ways that printers and mailers can grow their business by offering value-added services to their organization and customers. This includes:
- Mobile, QR Codes, websites
- Landing Page development
- Personalized URLs
- Web-to-Print
- Inventory Management and Order fulfillment
- And more.
This document summarizes a report on the state of location data accuracy in mobile advertising. The key points are:
1) Location data accuracy has remained relatively unchanged over the past year, with the average industry score ranging from 49-55 on a 100 point scale.
2) While programmatic mobile inventory and location-enabled inventory are growing rapidly, publisher behavior has been slow to improve the quality of location data.
3) Tools are being developed to help marketers identify and filter out lower quality location data, but standards need to improve to drive better results.
In this webinar, Altimeter Group’s Charlene Li and Brian Solis review the six distinct stages that organizations move through as they evolve their social business strategy. Attendees will learn how they can drive business value with their social business strategies -- no matter where they stand in terms of maturity. The webinar reviews findings from their recently released report "The Evolution of Social Business Strategy," and answers audience questions. Webinar recording is available here: http://www.slideshare.net/Altimeter/six-stages-of-social-business-webinar-with-charlene-li-and-brian-solis
A lecture focusing on how to create a solid and differentiated digital roadmap.
• How to plan for changing consumer expectations
• How to approach digital strategy planning
• What a social media maturity model looks like and how to apply it to your own roadmap efforts.
10 trends reshaping digital - updated Q1 2016Beyond
This document summarizes 10 trends that are reshaping the digital industry in 2016. It discusses trends related to non-traditional user interfaces, virtual assistants, open data, the personal information economy, mobile commerce, the sharing economy, and virtual reality. It categorizes the trends as either "Trends to start thinking about", which are emerging ideas to consider, or "Trends to prepare for now", which brands need to actively prepare for in the near future.
This document discusses convergence analytics, which refers to combining data from multiple digital marketing sources like web, mobile, social media, etc. to gain a 360-degree view of customers. It provides an overview of key findings from a survey of over 100 vendors and 500 marketers. Some key findings include that 82% of marketers are measuring multi-channel data, but there is no consensus on what constitutes real-time data. Many vendors claim to offer a single view of customer data but have limitations in areas like data access and predictive capabilities. The document also provides background on the history and evolution of digital marketing analytics.
Geo-social marketing allows companies to target customers through location-based social media services like Foursquare. While some are excited about more trackable metrics like coupon redemption, challenges remain around interrupting the customer experience and data privacy. Marketers should focus on sending targeted digital coupons to encourage repeat purchases, rather than treating geo-social as a branding opportunity. Social media is pushing more mobile use by allowing multi-tasking with different media sources. Mobile access provides timely citizen journalism and engagement through photo/video sharing and contributing to sites like Huffington Post.
H2 Central - Digital Trends White PaperMark Dodick
The document summarizes 10 trends in digital communications that reflect a transition to a mobile information culture. It conducted research from late 2014 to early 2015 using secondary sources to identify trends and examined their implications. The first trend is that mobility rules and defines a global culture, as mobile internet access has reached billions of users and is growing, driving other trends and establishing a portable digital communications culture.
The document discusses location intelligence technologies and how they can benefit businesses. It provides examples of how location intelligence can be used to boost revenues and decrease costs through customer analysis, retail site selection, advertising and marketing, sales territory design, supply chain management, and field service planning. The document also notes that location data is becoming a more prominent part of business intelligence and analytics as tools are developed to store, analyze and visualize spatial data. It emphasizes that location intelligence rollout requires clear planning and navigation to ensure effective implementation.
The document discusses how mobility and analytics are enabling the rise of the "Individual Enterprise" by combining the power of mobile devices and analytics. In the Individual Enterprise, information platforms tailored to each employee's specific needs can dynamically deliver the right insights to the right people at the right time and place. This allows organizations to better serve customers, empower employees, evolve business models, and realize the full transformational benefits of mobility.
A ce titre les terminaux mobiles disposent de nombreux équipements permettant l'identification de la situation géographique. Pour mieux comprendre comment capitaliser sur ces points de contacts contextuels et profiter des meilleures transformations possibles, je vous propose d’étudier le guide de La Mobile Marketing Association publié en octobre 2013, intitulé « LOCATION TERMINOLOGY GUIDE – THE LANGUAGE OF LOCATION ». Découvrez mon billet dédié sur mon blog http://marketing-webmobile.fr
Posterscope is a leading Out-of-Home advertising agency that aims to build understanding of emerging technologies and consumer behavior in the connected economy. New opportunities are being created through borrowed video formats that work across devices, real-time technology for location-specific messaging, and personalized experiences through smart devices and wearable technologies. Beacon technology promises more relevant on-the-go messaging. Grand gestures combining advertising and utility will strengthen brand connections. On-demand models are extending convenience in areas like transportation and entertainment. Three-dimensional printing makes experiential campaigns more accessible at scale.
The document discusses the shift from online to offline engagement as the new frontier for business innovation. With increasing mobile internet usage, organizations now have to pay attention to both online and offline user experiences through location-based marketing and services. New location technologies like Wi-Fi can provide indoor location data to help businesses better understand customer behavior and create engaging mobile experiences. However, challenges remain in achieving accurate positioning and network control to enable more sophisticated location-based applications and services.
Location Based Marketing - Global Insights HMRori DuBoff
1. Location-based marketing uses technologies like Bluetooth, GPS, WiFi and iBeacons to reach consumers with personalized messages based on their location in real-time.
2. The use of location-based marketing is growing rapidly as the number of location-based service users triples between 2012-2016, and marketer investment in location-based ads increases over six-fold in that same period.
3. Location-based marketing provides opportunities to engage consumers through out-of-home advertising, events, search and display ads, at points of sale, and via mobile apps to deliver highly relevant messages at the right place and time.
Key considerations for implementing mobile confirmitMerlien Institute
The document discusses the benefits of implementing a mobile engagement strategy to interact with customers. Mobile adoption is growing rapidly worldwide and changing customer expectations and behaviors. Customers now want interactions to be timely, relevant, and brief via their mobile devices. To maintain relationships, organizations need mobile strategies to engage customers anytime, anywhere. Some benefits include capturing more accurate feedback close to experiences, validating responses with location data and multimedia, and targeting customers based on location. Mobile engagement can make it easier for customers to provide feedback whenever convenient.
The document provides an overview of 6 key features for an effective mobile business strategy:
1. Identifying the right use cases based on business goals and processes
2. Leveraging data from multiple sources to provide relevant information to employees and customers
3. Establishing guidelines for mobile delivery approaches including native apps, web apps, and hybrid apps
4. Investing in user experience design through user research and analytics
5. Tracking metrics to measure initiative success and obtain feedback
6. Developing an innovation plan to continuously improve mobile experiences through regular updates
Enabling your Enterprise Mobility to tap New Growth OpportunitiesNIIT Technologies
Enterprise Mobility is a powerful tool that promises to bridge the gap between business and IT and truly make IT a business enabler by providing the capability to tap new opportunitie
The document discusses enterprise mobility strategies and best practices. It notes that mobility adoption is increasing and will account for 10-12% of IT spending by 2020. Enterprise mobility can transform businesses by creating new revenue channels and improving productivity. However, risks like technology obsolescence must be managed. The document recommends developing a comprehensive mobility strategy aligned with business goals and priorities. It also suggests establishing a center of excellence and partnering with specialists to effectively implement mobility solutions.
Havas Media Global Trends: Location-based marketing Havas Media
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
These days it seems as if everyone is talking about how much a brand should be spending on smartphone and tablet advertising. We all need to stop thinking about smartphone allocations. Thanks to advances in user-to-device mapping, it’s now possible to understand all of the signals people send about what they want - regardless of the device they send them on. As a result, we now need to stop thinking about devices, and put our focus back where it belongs – on the consumer. Brands must learn to plan and execute programs “person-first,” letting the individual’s personal behavior govern the particular
spend level for each device channel.
What Is Presence Analytics and Why Does It MatterJuly Systems
With presence analytics, you can now know the customers walking into your physical space and get actionable insights into their behavior at your physical business location.
Performics & ZenithOptimedia: Driving ROI through Smarter Use of MobilePerformics
Best practices for creating engaging mobile experiences (on-site (e.g. landing pages, apps) and off-site (e.g. search, social and display advertising)), and measuring the impact of mobile: across devices and digital-to-store from the performance marketing experts.
This document discusses location-based marketing (LBM), which uses a customer's precise location to provide relevant marketing content. It begins by defining LBM and explaining why marketers should care about it. Then, it provides examples of how some companies have used LBM campaigns. It describes the technologies that enable determining a customer's location and obtaining nearby context. Finally, it outlines some key vendors and services that can help marketers implement LBM campaigns and recommends how to get started testing LBM strategies.
The era of the Mobile Enterprise is here to stay. Mobile penetration is unprecedented: subscribers are growing four times faster than the world’s population. To remain successful, CIOs must continuously investigate, prioritize, fund, adopt, and integrate multiple new technologies to support vital organizational objectives.
The expanding Out-of-Home infrastructure now encompasses not only bought and owned media, but also devices such as mobile, laptop and tablet that are all used primarily while out of home. This convergence of media is driven by the evolving consumer landscape, which is why our Hot Topics for 2014 primarily focus on the intersection of where technology meets media on a multi-platform level.
As a result of the rapid proliferation of mobile devices and screen options we are seeing a significant increase in location-based marketing, as well as the need for value. The momentum behind environment awareness is adding a layer of context that allows applications to be grounded in utility rather than pure entertainment, providing consumers with a more useful and engaging connection.
Our 2014 Hot Topics include a full range of themes including real-time optimization, borrowed formats, smart devices and OOH’s affect on the speed of delivery.
The Mobile Enterprise:
Putting business in motion.
Informed and inspired by 20,000 Smarter Planet engagements, here’s what we know and believe about mobile.
THIS REPORT FOCUSES ON HELPING
MARKETERS UNDERSTAND:
- The current state of
location data quality in
the mobile ecosystem
- How location data is
generated
- The impact of accurate
location data on
campaign performance
Similar to Moasis guide to location technology (20)
This document discusses methods for improving the convergence time of Precise Point Positioning (PPP) calculations using real-time kinematic (RTK) techniques. It shows that adding atmospheric data from reference stations to the PPP calculation, in a method called PPP-RTK, can reduce convergence time by over 90% compared to standard PPP with integer ambiguity resolution (IAR). However, differences in receiver biases must be accounted for when interpolating atmospheric data between stations. The document evaluates PPP-RTK performance using networks of reference stations and rovers in France, finding convergence times of 10 minutes using a single reference station and 30 minutes using all available stations.
The Bluetooth Market Update examines key trends in the Bluetooth market including the growth of the Bluetooth SIG membership community, forecasts for Bluetooth device shipments and the major solution areas, and emerging markets where Bluetooth is expanding. It highlights that Bluetooth device shipments are expected to grow at an 8% compound annual growth rate from 2018 to 2023, reaching over 5 billion devices shipped annually. Bluetooth audio streaming currently has the largest number of annual shipments at over 1.27 billion devices, but location services and device networks solutions are forecasted to experience strong growth driven by opportunities in smart buildings and cities.
ConnecteDriver is an annual event that brings together automotive and mobile industry stakeholders to learn and network. It focuses on quality topics and speakers. With 160-180 attendees, it fosters interaction. Now in its 4th year, it features 50+ speakers, 170+ attendees, and tracks over 1.5 days. Attendees include senior leaders from carmakers, suppliers, startups, and more. Sponsorship packages provide various branding and visibility benefits depending on the level.
Study HERE SBD - How autonomous vehicles could relieve or worsen traffic cong...Ludovic Privat
The utopian vision of autonomous cars and a world where traffic issues are null is a generation away, according to this whitepaper from HERE and SBD research, which also asserts that advancement in autonomous vehicles will be gridlocked without the cooperation of all stakeholders.
Garmin 2016 Q1 earning s call webcast slidesLudovic Privat
- Garmin reported consolidated revenue of $624 million for Q1 2016, up 7% from the previous year, driven by strong growth in the outdoor, fitness, aviation and marine segments.
- Gross and operating margins for Q1 2016 were 54.5% and 16.6% respectively. GAAP and pro forma EPS were $0.46 and $0.49.
- The fitness segment saw revenue growth of 9% due to strong demand for products with Garmin Elevate wrist heart rate technology. The outdoor segment saw 33% revenue growth driven by strong demand for the fenix line of products.
Declaration of Amsterdam Autonomous Driving 2016 04-08 Ludovic Privat
The document is a declaration from a meeting in Amsterdam on cooperation for connected and automated driving in Europe. It acknowledges the potential benefits of connected and automated vehicles, but also challenges that need to be addressed. It outlines shared objectives to work towards an interoperable EU framework by 2019. It proposes a joint agenda and actions for member states, the European Commission, and industry to support development and deployment, address legal and technical issues, ensure security and privacy, and increase public awareness and acceptance.
PoLTE has developed Positioning over LTE (PoLTE) Macro, a solution that leverages existing LTE infrastructure to accurately locate devices indoors and outdoors using a single cell tower. PoLTE Macro uses signals transmitted by user devices to determine their location within 6 meters, providing a significant improvement over previous single tower methods that could only locate devices within kilometers. This allows mobile network operators to offer new location-based services and monetize their network infrastructure without additional equipment investments.
Garmin reported its financial results for Q4 2015 and full year 2015. For Q4, revenue declined 3% to $781 million due to a 21% decline in auto revenue. However, fitness, outdoor, aviation and marine segments grew 11% combined. Gross and operating margins were 52.9% and 18.7% respectively. Pro forma EPS was $0.74. For the full year, revenue declined 2% to $2.8 billion while gross and operating margins declined slightly to 54.6% and 19.5% respectively. Pro forma EPS was $2.49. Garmin expects continued growth in fitness, outdoor, aviation and marine in 2016 and revenue to reach $2.82 billion with pro
Inrix competitive parking lot benchmark against ParkopediaLudovic Privat
Inrix competitive parking lot benchmark against Parkopedia. While SBD is a well respected research firm we see several limitations in this study and the way their results are promoted by INRIX.
This investor presentation summarizes Q4 2015 financial results and provides an outlook for Yelp. Yelp continues to grow its high-quality user-generated content and sees significant opportunity in the large and growing local advertising market. Key highlights include strong revenue growth of 51% in 2015, an adjusted EBITDA outlook of $90-105 million for 2016, and a long-term target model of 8-11% adjusted EBITDA margins. Yelp also discussed growth opportunities from its acquisition of Eat24 and SeatMe products.
GPS navigation originated with the US NAVSTAR program in the 1970s, but civilian use began after two key events: the downing of KAL007, which led Reagan to open GPS to public use, and Clinton removing "Selective Availability" in 2000 to improve civilian accuracy. TomTom launched the first popular standalone GPS device in 2004. These personal navigation devices (PNDs) grew rapidly in Europe, with over 5 million sold in 2006, but smartphones with built-in GPS like the Nokia N95 beginning in 2007 started competing with and replacing PNDs. By 2008, PND sales were declining as mobile navigation rose on smartphones and built-in car navigation became more affordable, leading to over 6 million factory
- Garmin reported Q3 2015 revenue of $680 million, down 4% year-over-year due to a strong US dollar. Earnings per share were $0.51.
- Fitness segment revenue grew 23% driven by strong sales of activity trackers, multisport devices, and cycling products.
- Guidance for full-year 2015 was updated with expected revenue of $2.8 billion, gross margin of 53.5%, operating margin of 18.5%, and EPS of $2.25.
- The company generated $124 million in free cash flow for Q3 2015 and repurchased $51 million of its shares.
Operational highlights for H1/2015 included a 33.1% increase in revenue compared to H1/2014. The automotive sector saw strong expansion while the consumer market continued growth in volume and value. One acquisition of Lesswire was completed in January 2015 to expand the automotive short range modules business. Six new cutting-edge products were also launched. Financially, revenue increased 33.1% to CHF 161.9 million while EBITDA grew 33.9% to CHF 36.5 million. The company maintained a strong financial position with liquidity of CHF 91.6 million at the end of H1/2015.
2015 UBI Research Results for the Consumer Market - LexisNexisLudovic Privat
The 2015 Annual LexisNexis Consumer UBI Study was conducted with over 4,000 total consumers to test existing and new concepts in the market. Some of the findings included:
Overall consumer awareness has leveled off since 2013, suggesting that carriers should consider alternative ways of presenting UBI to consumers
Discounting deductibles, rather than premiums, could be a more sustainable and profitable way to drive adoption
Messaging around safety may be even more effective than a discount-centric approach
Also included is a case study illustrating how AAMI, a leading Australian insurer, launched a highly successful UBI campaign without a discount.
This document discusses how mobile technologies and beacons are enhancing out-of-home (OOH) media for advertisers. Beacons installed at OOH locations like airports, venues, and restaurants can provide targeted mobile messages, offers and content to nearby consumers. When combined with OOH advertising, this allows advertisers to more precisely target and engage consumers on the go, and measure the results of campaigns. The integration of beacons with mobile and OOH is transforming the OOH industry by extending its reach and creating new opportunities for personalized and data-driven advertising.
The document shows Yelp's revenue, adjusted EBITDA, key metrics, and mobile metrics from Q1 2013 to Q2 2015. Revenue grew from $46M in Q1 2013 to $134M in Q2 2015. Adjusted EBITDA increased from $3.2M in Q1 2013 to $22.7M in Q2 2015. The number of local advertising accounts and cumulative reviews increased year-over-year. Mobile usage also increased significantly year-over-year, with over half of new reviews coming from mobile.
Digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.Digital marketing encompasses all marketing efforts that utilize electronic devices and the internet. It includes various online channels such as search engines, social media, email, websites, and mobile apps to connect with current and prospective customers. Key components of digital marketing include:
Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results pages (SERPs) to increase organic (non-paid) traffic.
Search Engine Marketing (SEM): Using paid advertising on search engines like Google to drive traffic to websites through paid search listings.
Social Media Marketing: Utilizing social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to connect with audiences and promote products or services.
Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.
Email Marketing: Sending personalized messages to a targeted audience via email to promote products, services, or events.
Affiliate Marketing: Partnering with other businesses or individuals to promote products or services and earning commission based on sales generated.
Influencer Marketing: Collaborating with influencers (individuals with a dedicated social following) to promote products or services to their audience.
Online PR (Public Relations): Managing a brand's online presence and reputation through various online channels.
Analytics and Data-driven Marketing: Utilizing data and analytics tools to measure and optimize marketing campaigns' performance.
Mobile Marketing: Targeting users on mobile devices through mobile-optimized websites, apps, SMS, and other mobile channels.
Digital marketing offers businesses a cost-effective way to reach a global audience, measure campaign effectiveness in real-time, and adjust strategies based on data and insights. It continues to evolve with advancements in technology and changes in consumer behavior, making it essential for businesses to stay updated with current trends and best practices.
Digital marketing uses digital channels to promote a product or service.
Using digital marketing techniques and strategies helps businesses reach their target audience, engage with them, and ultimately convert them into customers.
Examples of digital marketing include SEO, PPC, social media marketing, content marketing, and leveraging traditional offline media for advertising.
Offline digital marketing includes out-of-home advertising, TV marketing
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Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
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You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
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Learn what is metrics, difference in metrics, different types of metrics and calculation.
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3. Location provides context.
Context is everything.
The opportunity to use location on mobile devices is vast and still
largely untapped.
Location is so much more than coordinates – for organizations
using mobile technology to reach consumers, it provides context
needed to customize their experience.
In today’s digital ecosystem, location goes beyond place to include
many factors such as the weather, traffic, demographic profiles
of the consumer and others around them; as well as intent – is a
consumer in a location for work, travel, or leisure; will they
browse or buy?
When organizations redefine the parameters of location and take
advantage of cutting edge technologies, they can deliver content
to mobile-first consumers in fundamentally new ways, providing
an experience as dynamic and responsive as the many facets of
location itself.
This eBook provides a glimpse into how location technology can
be used to reach consumers – the current and future enabling
technologies, the challenges and opportunities it provides, and
most of all, the potential it unlocks for businesses and beyond.
“The value of location is
greater than place.”
Ryan Golden, CEO, Co-Founder, Moasis
4. Table of contents
What is location technology?
Mobile’s untapped potential
Connect in a ‘mobile moment’
The value of a location technology
How to execute the right strategy
About Moasis
5
7
9
12
14
16
6. Location technology is a broad category that has evolved with the explosion of connected devices.
While it is continuing to provide new ways for brands to interact with consumers, current location
technology is generally comprised of systems that either deliver content, collect or analyze
location data, or predict consumer behavior.
Systems that deliver
content based on
location.
The most common way to deliver
location-based content to mobile devices
is the geo-fence. This technology sets
a fixed radius or customized perimeter
around a location. Organizations can
trigger communications when specific
devices are within the geo-fence.
Systems that collect
location data from
connected devices.
Advances in GPS-enabled chips allow
organizations to determine the location
of a connected device within 50 to 100
square meters. Beacons are also being
used in well-defined settings, such as
retail stores, to provide more precise
location data for local Wi-Fi-connected
devices. GPS and beacon technologies
both enable location-based applications
that use geo-fence technology.
Systems that analyze
location data.
Technologies that provide insight into
consumer behavior are being combined
with information from connected
devices and analyzed for even richer
insight. For example, brands might
combine their insights into a consumer’s
offline purchasing behavior with their
demographic and location data.
Data is anonymous and aggregated,
and enables brands to understand
behavior at a macro level, or for the
segments that matter.
Systems that predict
location behavior.
The emergence of ‘big data’ techniques
has created a watershed opportunity
to develop location-related predictions.
Predictive systems aggregate location
data. These systems then update the
data in real-time, or virtual real-time,
responding, for example, to a sudden
surge or dip in traffic volume, and
redirecting resources to locations with
highest or increasing opportunity.
6
8. The world now has
more mobile devices
than it does people
– and devices are
growing 5x as fast.1
With people spending nearly three hours
daily on their mobile devices and searching
for things ‘near me’ twice as much as they
had last year,2
there is ample opportunity to
capture consumers on their smartphones
and other mobile devices.
Brands, agencies and small businesses are
quickly realizing they need to be mobile
optimized and are increasingly looking to
technology to deliver that ideal ‘mobile
moment’ that best engages the consumer.
In fact, ‘location enabled’ advertising spend
is projected to increase from 38 percent to
52 percent by 2018.3
1
Interntional Business Times, October 7, 2014.
2
Google Trends, Data pulled March 30, 2015.
3
BIA Kelsey, April 10, 2014.
3 HOURSare spent daily on mobile devices
Yet, despite its great potential, location technology
has yet to deliver on its full promise.
That’s because it is largely treated as a feature, not a holistic solution. In fact, today’s offerings
are simply creating ‘silos’ of location technologies, such as specialized products that target
audiences, deliver content based upon location, or measure location-based results and attribution.
The industry is missing a unified platform that provides those capabilities and that can predict
consumer behavior and optimize how communications are delivered in virtual real-time. A new
approach is needed to effectively deliver the right message to the right customer at the right time
and place.
8
60%
50%
40%
30%
2014 2018
52%
38%
Advertisingspend
10. 10
How can emerging technology redefine the
‘mobile moment’?
Fortunately, emerging location technology unlocks
the true potential of location, providing organizations
with more precise targeting and greater control to drive
maximum consumer engagement.
When combined in a single platform, the following
capabilities can revolutionize how we deliver all sorts
of content with all types of mobile devices.
A glimpse into
the future
11. PREDICT AND ANTICIPATE CONSUMER’S DYNAMIC LOCATION-RELATED BEHAVIORS.
These systems determine in real-time when and where and to whom communications
are delivered to maximize relevance, and direct communications to the most
appropriate targets.3
REACH CONSUMERS IN REAL-TIME WITH PRECISION AND SCALE.
Effective systems with programmatic technology can evaluate numerous data points
and respond in milliseconds with the decision of whether and how to communicate to a
given consumer. Mobile device location data is vast; programmatic technology effectively
balances precision, scale, and speed.
2
11
STANDARDIZE HOW DATA IS ASSOCIATED WITH A LOCATION.
Too often data is ‘thrown out’ because many interactions are not captured and reported
in relation to location in a unified manner.
1
4
MEASURE THE EFFECTIVENESS OF A COMMUNICATION.
For marketers, there is a strong movement to look beyond clicks to other conversion
events, including whether a communication influenced store visitation.
5
ALIGN FOR REAL-TIME RESPONSES.
Systems that capture, organize, and analyze data in relation to location must be aligned
with systems that make decisions on what communications get delivered in real-time.
This ‘round trip’ system or process needs to be completely aligned, and communicate
end-to-end in, or very close, to real-time.
The Five
Essential
Elements
13. MORE RELEVANT
COMMUNICATIONS
that drive enhanced brand
perception and deeper consumer
engagement.
IMPROVED BUSINESS
INTELLIGENCE AND INSIGHTS
and more effective
communications as location
technology understanding and
use increases.
GREATER INFLUENCE
on the consumer’s path to
purchase, and increased ROI.
MORE PRECISE TARGETING
while still delivering
communications at scale,
creating more refined local
relevance for global brands.
MORE INTEGRATED AND
IMMERSIVE EXPERIENCES
across connected screens.
SIMPLIFICATION
of redundant or piecemeal
toolsets for location technology.
Emerging location technologies allow
organizations to deliver content with
the greatest contextual relevance
across all screens and devices.
The next generation of location
technologies will provide a wide range
of benefits to agencies, brands, local
businesses, publishers, and developers
that are seeking to improve
engagement and monetization.
Those benefits will include:
13
What are the benefits of next-generation
location technologies?
15. ELIMINATE POINT SOLUTIONS.
They are your enemy in an environment where speed and
accuracy are critical. Fully assess the end-to-end needs of your
system, and either align the various point solutions or replace
them with a unified location technology.
15
MEASURE WHAT MATTERS.
Measure communications-driven metrics through the entire
consumer journey.
APPLY LOCATION TECHNOLOGY BROADLY.
Location information can direct communication across a range of
advertising forms, such as display advertising or push notifications,
to deliver relevant content.
BE DYNAMIC.
Combine precise engagement with the flexibility to tailor
communications at scale. Imbue communications with locally
relevant details such as distance to locations, directions, or locally
relevant imagery and offers.
DETECT UNSEEN PATTERNS.
Get more granular with your location data. Consider factors like:
diversity in each zip code, location changes over the course of a
day, and audience differences in relation to location across their
purchase, media consumption, social, and engagement behavior.
INTEGRATE YOUR DATA.
Inform location based on the full footprint of your consumer data,
inclusive of every engagement they have with your organization.
To realize a location’s potential, use the most
up-to-date technologies and follow these tips:
16. About Moasis®
Father and son Steve and Ryan Golden formed Moasis in 2009
after a combined three+ decades working with marketers
and content providers in multiple industries. Learning from
large enterprises, small businesses, and brand agencies, they
developed Moasis’ patented Geo-Grid technology to deliver
hyper-targeted advertising opportunities for businesses that
want to reach next generation mobile users.
Today, Moasis is creating a world where location intelligence
delivers content and services in fundamentally new ways.
Moasis unifies location data management, predictive
intelligence, and real-time communications delivery
technologies into a single closed loop platform so clients can
optimize content, product, and service experiences with
real-time location intelligence.
Moasis provides mobile display advertising solutions for large
brands and agencies, and small businesses. As location
becomes the most significant context for communicating with
consumers and their connected devices, future applications
for Moasis location technology are limitless.
16