The release of Apple iOS 10 is more than a software update. iOS 10 is a reminder of why brands need to adapt to the on-demand economy to succeed with location marketing.
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As I discussed in a recent Street Fight column, attributes consist of descriptive data elements that set your business apart from your competitors, such as whether your business offers free parking. Attributes are variable (i.e. not all businesses offer free parking), and they provide specific context about a location that influences consumers to make decisions based on their need in the moment.
It’s ironic that for all the investment Google poured into the Google+ social network, one of the world’s most valuable brands spun out a business responsible for one of the most exciting social media phenomenon since the launch of Facebook: Niantic Labs, creators of Ingress and Pokemon Go.
Uber is implementing buttons on retailers, banks and restaurants’ mobile-optimized location pages that invite users to visit those locations by using its ride-sharing service, showcasing how it can deliver more customers to local businesses’ doors.
Managing your local listings is no longer just about controlling your brand. It is about creating customers by owning the next moment of search with location data.
More than a year has gone by since Google introduced the concept of micro-moments, which Google defines as times “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.”
At a time when mobile “near me” searches are the new normal, your store locator is your shopping cart. And it’s probably one of the most overlooked opportunities to drive conversions.
For all the headlines that Pokémon Go is generating, the massively popular mobile game is merely in an incubation phase. Once the game developer, Niantic, focuses on a monetization strategy, Pokémon Go will really start flexing its muscle — from both a gaming and advertising standpoint.
As marketers scramble to capitalize on the cultural phenomenon surrounding Pokémon Go, one potentially effective way to organically boost brand awareness may lie in sponsoring locations within the augmented reality application, an strategy reportedly being explored by McDonald’s.
It’s hard to believe that there was ever a time when grabbing a coffee, filling the gas tank, renting a movie, going to the bank, and buying a gallon of milk required a full-day itinerary with five separate stops.