Location Based Advertising- and FourSquare

The mobile channel is an integral part of the marketing media mix, a process which is made easier by the growing smartphone adoption and increasing mobile media participaton. One of the key developments in mobile advertising is the increasing integration of location-sensitivity, which opens the full potential of the mobile channel with real-time location based advertising (LBA). Targeting by real-time location advertising uses specific location information which is gathered when an ad is delivered to a mobile user. Such location based advertising programs and campaigns leverage the same type of technologies to determine user location as other LBA services. Common methods include GPS, Cell-ID and Wi-Fi positioning which are all based on real-time data. Targeting by location in combination with other contextual and behavioral segmentation greatly enhances the relevance of mobile advertising. It has been demonstrated that location-targeted ads generate considerably higher return than conventional mobile advertising.
FourSquare, is a location based free mobile app that enables users to “check in” their locations, and making the most of where they are at any given moment. This app is used for travelling, a night out on the town, or just finding the best local restaurant, foursquare is designed to be your personal local guide. It is more a social network complement than a social network as you share and save the places you visit. They also offer personalized recommendations and deals based on where you are and where you have been. With the rising interest in and use of location based marketing and services-not to mention a smartphone in every pocket–FourSquare is a service that businesses should be evaluating.
According to their website: foursquare by the numbers (last updated April, 2012)
• Community: Over 20 million people worldwide
• Over 2 billion check-ins, with millions more every day
• Businesses: Over 750,000 using the Merchant Platform (more information atfoursquare.com/business)
• Employees: Over 100 between headquarters in New York, an office in San Francisco, and a lovely outpost in London.

We have seen some location based websites come and go, such as brightkite, loopt, and gowalla. So while these other players who have all either shut down or integrated with another social site, foursquare is uniquely positioned to become more popular and perhaps even richer, thanks to forthcoming apps built off of the location-based network’s API. The NYC-based startup recently unveiled a developer preview for Connected Apps — “developer-crafted experiences that exist within Foursquare”— for iPhone and Android smartphones and one for the Blackberry is on the way.

Soon, more third-party apps will function directly within Foursquare, adding value to core features such a check-ins, photos and tips. Already, you can get recommendations about what to order after checking into a restaurant via integrations with Men’s Health magazine’s Eat This, Not That app and Food-spotting. Similarly, integration with Un-tappd will suggest beers; integration with Sound-tracking will enable you to discover songs shared by your friends at a place; and integrations with Insta-gram and Path will allow you to cross-post photos shared on Foursquare to those apps, respectively.
Natimark uses critical targeted data to effectively measure, predict and optimize your results to increase your ROI. Call us today to find out how we can customize a strategic location targeted marketing plan based on accurate, real-time predictive data that is relevant to your business. Visit Natimark.com.

Which social sites are worth your attention today? ( part 1)

So.cl (pronounced “social”) is an experimental research project, developed by Microsoft’s FUSE Labs, that lets you use search to express and share ideas through beautiful story collages. So.cl is for anyone who has something to say, create, discover and connect with people who have like interests.
Powered by Bing; they use the public Bing APIs to display search result data. When people want to express themselves on So.cl, they look for great content on the web and share the results in the form of a story, or post. These results can be web pages, images, or videos found through Bing and they are shared with the So.cl community. We see this trend today on many social networks, such as Twitter and Pinterest, where shared links spread virally and amplify popular content. So.cl experiments with this concept by letting you easily share links as you search and to easily find and organize stories by interest.
So.cl uses Facebook authentication, which means you use your Facebook account to log in, and your name and profile picture from Facebook appear in So.cl. but they do not post any content from So.cl into your Facebook stream. You can also log in to So.cl using your Windows Live ID. So.cl is not meant to replace existing full-featured search and social networking tools, but rather to enhance the search and social experience.
So.cl’s main objective is to facilitate the exchange of information between users. The model is somewhat related to Pinterest in that images associated with links allow great content to spread virally. There is a stir in the world of social networking about So.cl’s potential in the market. With so many other social platforms out there, Microsoft may find it difficult to produce users and advocates for its product.
There is no denying search is going social, a trend that has been building in popularity since the creation of Google+. We think So.cl is an innovative idea and a great resource for “learners” of all ages. Whether it is a student working on a project or a stay-at-home mom hoping to learn more about a topic, So.cl allows users to share and discover information that they find interest through search.

Pinterest is a kind of visual bulletin or inspiration and ideas board if you will. Users must request an invitation to join Pinterest, then they are free to create boards with categories like “Books I Love” or “Beautiful Places” or “Products That Save Me Time” and “clothes I love.” Users can then link images from websites (using a Pinterest browser bookmark) or upload images from their computers and “pin” the images to the boards. As with Twitter, users can follow other users, and Pinterest images can be repinned and shared. Pinterest is rapidly gaining users and mindshare, and it is becoming a huge driver of referral traffic.
But just how successful is Pinterest? According to CNN.com Unique visitors to the site grew 400% from September to December 2011, and just recently one study showed that Pinterest drives more visitors to third-party websites than Google+, YouTube and LinkedIn combined. Demographics are surely a large part of Pinterest’s success: While technology’s early adopters have sprung upon other interest-driven networks like Quora, these sites now suffer from a form of “cumulative disadvantage” in which mainstream users are put off by how tech-centric they’ve become.
Pinterest provides no barrier to entry for anyone looking to bookmark, share and comment on images and ideas from around the Web. But there’s more to Pinterest than just its unique audience. Some claim if you would have followed the evolution of social sharing online when it started gaining popularity, you might have been able to predict something like Pinterest on the horizon . As tech entrepreneur Elad Gil insightfully explained in an article on one of his blogs, sharing on the Web has been following three parallel trends.
1. Sharing involves less effort over time.
2. Social sites are becoming more visual over time.
3. “People-centric” recommendations are being augmented by “topic-centric” networks — which is to say that while Facebook lets you explore the Web through information shared by friends, newer social networks organize content by topics of interest. Some in the technology industry call this the “interest graph.”
The bottom line is, you join Pinterest because your friends are already there, which may make it difficult for future similar sites to social bookmark with the same success.

Natimark uses critical targeted data to effectively measure, predict and optimize your results to increase your ROI. Call us today to find out how we can customize a location based and social strategic marketing plan based on accurate, real-time predictive data that is relevant to your business. Visit Natimark.com.

Marketing Metrics? Do you know what is working for your business and why?

As businesses become more educated and hopefully sophisticated in their social networking efforts, are they understanding the importance of the metrics by which they measure social business ROI? So far organizations, for the most part, have relied almost solely on simple, standard metrics, such as the number of Facebook fans and likes or the number of Twitter followers and tweets, and so on to determine their success. And while those metrics are still important today, organizations need to develop more sophisticated metrics to measure their progress in meeting increasingly granular social objectives.
Which can makes it difficult to determine the social metrics that matter most, because what matters will differ depending on your organization’s size, industry, products, current goals for social, and so on. But some increasingly important social media metrics can be applied across the board and they can help you measure what you need to focus on to achieve your objectives.
1. Quality of fans and followers. You may have hundreds, or even thousands of fans on Facebook and or followers on Twitter, and while yes, these numbers still count, it’s critical to look beyond the numbers to the quality of those fans and followers. Think quality of followers, not quantity! In fact there are companies out there now that will allow you to actually purchase followers, but just looking popular will not measure an effective return on investment. By “knowing” your core business audience and organically targeting leads and connections that will truly be interested in your services, will help you earn a genuine online reputation.
2. Social demographics. Demographics are directly related to the quality of fans and followers, again by knowing exactly who those fans and followers are. This will help to ensure that any social initiatives are reaching your core audience and achieving your current and future business goals. It will also help to unearth potential new customers and guide your marketing, advertising, customer service, and product development tactics. Customer mapping will help you engage global and national fan demographics, consider other languages, age group of your followers, etc, will help you to see if there are market segments, and geographical pockets of customers that your current marketing strategies are not reaching yet. Utilizing social media modeling data and analytical tools can help you identify and “model” your users who better engage with brands from those who don’t.
3. Most popular pages, posts and tweets. By now, most organizations realize that to succeed at social marketing they need to maintain a consistent presence and dedicate resources to updating content and engaging with the audience. It’s easy to measure in pure numbers which pages, posts and tweets are most popular, but businesses need to take it a step further to determine why they were popular. Was it an email, a whitepaper, a tweet, a post or a blog that prompted the most interest? The metrics that can help you determine this will serve as a template to help you widen your net and cultivate customer relationships
4. Page views and click-thrus. Content marketing is making businesses realize the importance of their message and their online presence. Most companies are including white papers, how-to videos, podcasts, info-graphics, and other forms of content into their marketing strategies to engage existing and new customers, as well as to generate leads or sales. But even more relevant is knowing what content is being seen and, more importantly, shared.
5. Conversion. Conversion is a short and long term goal of every business, and it’s increasingly critical to measure what the social audience is doing as a result of the time they spend on your Facebook, Twitter, Pinterest, and other social sites. Are they buying, signing up, or consuming as a result of Facebook, Twitter, or Pinterest? These are just a few questions you need to know the answer to in a growing list of emerging social marketing metrics.
Natimark uses critical targeted data to effectively measure, predict and optimize your results to increase your ROI. Call us today to find out how we can customize a strategic marketing plan based on accurate, real-time predictive data that is relevant to your business. Visit Natimark.com.