Author: James Ewen

James is the head of marketing at Tamoco

Categories
Marketing & Advertising

Location data and the leap towards smart advertising

Brand advertising is changing thanks to location data. It’s becoming much more personal and the relationship between advertiser and consumer is evolving.

 

Connecting the offline and the online

Location data is leaving its mark on marketing and advertising. Huge amounts of data on what goes on in the offline world is allowing brands to change the way they communicate with their customers.

Location data provides insights into the offline world. This works by understanding where a mobile device is in relation to a proximity sensor. This allows brands to understand the customer journey in great detail, and more towards more personalised, intelligent advertising.

 

Personalisation is key for marketers and advertisers

Before these kinds of insights were possible, brands used targeted adverts to reach their audience. The advert was often the same regardless of who engaged with it. There was little place for personalisation. The impact of accurate location data has produced the move away from this traditional method of advertising to new personalisation strategies and the desire for brands to create a one-to-one relationship between brands and their customers. This kind of advertising enjoys much higher engagement rates.

This is happening because of location data. It provides the insights that can facilitate this new kind of advertising as it paints a clearer picture of what is going on in the offline world. Personalised advertising is booming and should form an essential part of any digital strategy.

 

Answering the why and how

It’s now possible to understand the consumer journey in great detail. Methods of collecting location data have made this scalable, allowing brands to create a complex understanding of the behaviour and interaction of large audiences.

These insights answer important questions around consumer behaviour. This level of insight has previously been unattainable. Brands can now confidently answer the why question confidently. That is – why consumers are in certain locations at certain times and why they are interacting with certain brands or products. This attribution is now extended to the offline world.

It provides brands with the ability to learn and adapt in ways that have previously been impossible. This allows brands to be able to answer complex questions surrounding their customers, products and marketing strategy. With location data, brands can build up complex understandings of their customers and locations. This helps to answer important questions, such as why is footfall up on Wednesdays? Or why a certain product is outselling another?

 

A complete, smarter kind of advertising

Brands are utilising this and developing a much more effective way of communicating with their customers. This involves a one-to-one method of advertising. This feels personal and relevant for the customer and provides them with value. Audiences get content that is appropriate to their situation, rather than annoying adverts that they don’t want or need. Location data is changing digital and mobile marketing, and the way in which brands and audiences communicate.

Contextual advertising and location-based mobile marketing is the best way to personalise the experience. This level of personalisation, based on experience, is part of the driving force towards a new kind of advertising.

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Categories
Marketing & Advertising

The huge opportunity that Apple’s NFC announcement presents

Apple has announced support for NFC tags on their newest phone and watch models. Whilst Android has supported the technology since 2010, Apple is now joining the party and allowing brands to connect with millions of extra smartphone users.

As the world looks towards mobile first, there are still many wide-ranging applications for NFC at different stages of the customer journey. NFC is effective at engaging with lingering audiences in specific environments. We’ve been running this kind of campaign for brands for over four years. Here are a few ways that brands can utilize them to engage with their mobile customers.

 

Interactive content

Brands can use NFC as a part of their existing physical advertising strategy by adding interactivity to real-world advertising. This adds another dimension to your advertising and allows customers to access digital content through the physical world.

NFC tags vastly improve product engagement inside a store or venue. The tags are very small and can be placed inside product labels. Tapping the tag with a device can reveal product information and ensure that your message directly reaches the customer when they in the optimal micro-moment.

For stores or venues, the possibilities are endless. Think making your food order by tapping the item on the menu. Or for stores that have large items, it’s possible to tap an assembled item in a showroom to arrange for collection or delivery at the end of the store journey.

 

App downloads

Have you recently seen a physical advertisement for an app and liked the look of it? The customer journey from this moment to downloading the app to your device is lengthy and there’s a high potential for audiences to not get past in the App Store search bar. With NFC you can simply tap your device on the advert and it will automatically take you to the relevant page.

For brands with a dedicated app, this can help to drive sales and app downloads simultaneously. Improving the customer journey from advert to download should be a priority for app-driven businesses.

 

Drive social campaigns

Brands can utilise NFC to allow audiences to quickly engage with and add a social element to their campaigns. Whether it’s tap to check in or tap to follow/like a brand page, NFC provides an interactive social aspect to physical advertising. Nearly every active consumer is linked to a social media account and engaging with this can provide brands with long-term value from a single interactive engagement.

Beyond the immediate like or check-in, it’s important for brands to look at the lifetime value of having someone engage with their social media account. NFC makes this interaction simpler for the consumer.

 

Insights for brands

As with all aspects of mobile marketing – insights are key for brands that are keen to develop their mobile marketing strategy and understand their customers. NFC campaigns provide value beyond engagement by offering brands in-depth insights around the audiences that interact with their content. This provides the opportunity to retarget those who engage with their brand. Social tags can provide further insights into audiences. It’s possible to retarget users based on social brand interaction and NFC can facilitate this.

Tamoco is already well placed to help brands benefit from NFC tags. We’re monitoring what the Apple announcement will mean for NFC accessibility – whether it will be a native feaature, or require an seperate app to activate. But the general consensus is that brands will now have a much larger audience at their disposal, and can utilise the power of NFC tags to drive engagement.  Connecting the offline product and the online world with NFC technology can help brands to create more relevant relationships with their audiences.

Apple’s history of avoiding NFC seems to be a thing of the past. Tamoco is on the cutting edge of NFC technology – we’ll be working closely with brands to reach new audiences using NFC. Get in touch to discuss how to plan your mobile marketing strategy once the new devices ship later this year.

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Categories
Apps

How to Drive Brand App Engagement With Location Data

Adding location to your brand’s mobile app will improve engagement and drive downloads.

As an app publisher, it’s important to keep your audience interested and engaged. Nobody wants to slip into a folder on the third page of the home screen. To keep users fascinated by your app, it’s crucial that you provide them with content that is relevant and provides them with value. One way of doing this is with location.

Apps are integral parts of daily micro-moments, with users spending on average over 30 hours per month in apps. These micro-moments are important for brands to connect with their customers and it’s here that apps create relationships with their audiences.

A mobile app can complement a brand’s offline experience, drive online sales, or just connect with audiences. One thing that improves all of these experiences is location.

 

Location and engagement for brand apps

Most users are downloading brands app for mainly practical reasons. Maybe it’s to track their orders or find physical real world locations without having to attempt to navigate their mobile browser. But what if it was possible to provide value to users beyond this.

Using location, you can push to your users based on where they are. Further, it’s possible to achieve this at relevant times. For example, you can send a notification to your app audiences when they are close by to a physical store, with promotions, connecting the digital to the physical store. Users who have a positive experience of an app are more likely to keep them installed. Apps that ease their daily lives are valuable, and contextual notifications are valuable for apps.

An example of this can be informing users of offers in nearby places. Understanding where your app is used and prompting them with solutions when in these locations before they even think to use your app as a solution. For example, imagine you have a high street clothes store app on your phone. When you walk into the store you look at your phone to see a notification with something along the lines of “welcome to [insert your store name], head to the third floor for 30% off lingerie”. You can even know that the user has been searching for lingerie already on your app and segment the delivery of these notifications to those whom it’s most relevant. Personalisation is key with proximity mobile marketing.

 

Driving in-app sales

For all those e-commerce apps out there, number one is sales. How can you drive sales and ensure that you are targeting the right app users with the right notifications? Well, using the Tamoco proximity SDK you can understand how your users behave. That means if you are an online meal delivery app, you can gain insights into which app users have visited venues on your order list. You could then, for example, send a notification to users that reads something along the lines of “why not enjoy [insert restaurant name] for dinner tonight. Available through [insert your app]. Again this provides huge value for the user, optimises your mobile marketing spend and boosts in app sales.

Using the Tamoco analytics platform you can see where your users are making purchases and generate insights around their behaviour. All this is crucial to understanding how audiences are engaging with your app.

Don’t get lost in the app store back catalogue. Make sure that your app engages and reengages with audiences using location via the Tamoco proximity SDK.

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Categories
Marketing & Advertising

The 5 steps to creating an effective proximity campaign

If you’d like to know more about mobile proximity marketing, then you’re in the right place. We’ve put together 5 key steps for mobile marketing success.

 

Step 1 – What are you trying to promote?

This is where you’ll develop a better understanding of your product. If you’ve previously run campaigns with Tamoco you’ll already have a much better understanding of which products provide the most engagement through mobile. But don’t worry if not. Our team is here to help. We can run listening campaigns to help find where your ideal customer is and where is best to target them.

 

Step 2 – What’s your offer or call to action?

Again, previous campaign data will provide concrete results on this. The point to make here is that it’s not necessarily all about giving something away for nothing. With proximity mobile marketing the consumer sees your advert when it’s relevant. Some of our most successful campaigns have simply notified audiences of relevant venues and products. If it’s relevant to the user, then there’s a high chance they’ll be interested, regardless of huge discounts.

 

Step 3 – Where should a user receive your notification?

There are a few options here. It depends mainly on the product you are trying to push. It also depends a lot on your competitors.  You can run footfall campaigns that are triggered in locations that are close by to your venue. Audiences will probably have shopping on the mind when in an area close to your store. Therefore, they are much more likely to respond to your content. As a rule of thumb, customers are much more likely to visit if they are nearby, rather than at home in their PJs.

Another option is location triggering around a competitor. Reaching users as they are about to enter a similar store always works well as a proximity campaign. These audiences are already in the right frame of mind to buy your product. A tailored notification could be just the trick to inspire a visit to your store or to generate interest in your product.

 

Step 4 – When should your content be delivered?

Timing is important in creating highly personalised content and it provides value for the consumer. Why send a notification for ice-cream when there’s a storm? Why encourage visits to your bar at 9 am? Other methods of marketing don’t differentiate and this can just waste marketing spend. Proximity notifications can be triggered based on a multitude of factors, from the weather to the time of day, allowing for you to increase personalisation and optimise spend.

 

Step 5 – Attribution

No that’s not it. We like to help brands measure and understand their marketing efforts. We can accurately measure the effectiveness of proximity campaigns using the tech on our network. In-venue sensors will measure store activity. This allows for great measurement of ROI and helps for businesses of all kinds to gain a better understanding of customer behaviour.

It also means you can retarget those who are interested in your brand or product. Campaign data is valuable for retargeting purposes, and you can improve marketing efficiency throughout various channels.

Of course, the very nature of personalised advertising can be much more complicated than this. That’s why we recommend that you get in touch with our team. We’d be more than happy to suggest the best campaign for your budget and assist you with any further questions that you may have.

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Categories
Marketing & Advertising

Retail, the IoT and the stores of the future

It’s a hot topic at the moment – how will retail adapt to the current challenges facing brick and mortar stores?

Online shopping is on the rise and customers are using stores as showrooms whilst purchasing elsewhere. Retailers are looking to bridge the gap between the growing digital world and the traditional in-store experience.

A recent report states that over 70 percent of retailers are now looking to invest in IoT tech to improve their in-store experience. Further, 90 percent are looking to incorporate mobile into their in-store experience. The IoT and proximity tech is becoming more popular in the retail space. Here’s how retailers are using it to find omnichannel solutions to the big retail problems.

 

Using the IoT to personalise the customer retail experience

Personalising the mall or store experience will boost in-store engagement rates. Deployed IoT sensors can measure where users are in real-time. Targeting users based on their location is one solution for retailers. These proximity campaigns create value for the customer. By receiving advertising content when it’s most relevant, shoppers are more engaged.

Proximity sensors are now accurate up to one meter. Combining these with the connected IoT delivers content to shoppers when they are in highly specific locations. Reaching consumers in this moment personalises the shopping experience and it also improves brand image. The retail store of the future will be an individual experience and the in-store experience will need to be adapted accordingly. One benefit of the IoT and proximity is that it works in real time. This means in-store content can update live, depending on who’s in front of it. It’s in these micro moments that retail personalisation will be most prevalent. This will create high value for retail brands.

Digital customer engagement will help create smart retail spaces. For example, using in-store location to order out of stock products. Or even using digital channels to order in-store products for home delivery. Some retailers are even trying to implement the delivery of in-store items to your car. Adding personalisation and convenience to the buying journey is key for retailers. The best way to achieve this is through the internet of things and its accompanying location enabled tech.

 

Leverage data from the IoT for insights.

Digitalising the in-store shopping experience isn’t where this story ends. Using proximity networks it’s possible to gain real-time insights into your customers. The IoT consists of millions of proximity sensors which can shed light on how your retail space operates. Customers make purchases on multiple devices and in many different ways. It’s important for retailers to understand these trends and incorporate them into their omnichannel retail strategies. It’s about understanding how your customers are interacting with your brand. The IoT makes it possible to understand where to reach customers elsewhere on the buying journey.

Using the internet of things to understand how your customers move and interact with your retail store must be high priority for retailers. Location data from proximity sensors can help inform this. This data provides insights on how advertising or promotions affect store visits in real-time. Marketing activity can be measured based on cost per visit. Or even to understand the performance of in-store promotions.

The internet of things is growing quickly. Along with the accompanying proximity tech it will change the retail landscape. Make sure your brand is on board.

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