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New technology for shoppers

March 5, 2010 2 comments

One of the trends for mobile advertising for 2010 is the development of shopping applications such as price comparison, user product reviews, etc that will modify in-store shopping experience.

There are several mobile applications that consumers can use to make their shopping more efficient, productive and enjoyable.  For example: mobile price comparison applications such as ShopSavvy and Red Laser that allow shoppers compare prices at a store against other nearby stores and online retailers. If you are undecided to buy something there are also crowdsourcing tools like BazaarVoice’s MobileVoice that help you get outside opinions and feedback. One mobile application that combines price comparison and reviews is ScanLife. So, next time you are in a store and want to see if you are getting a good deal, just scan on the product. Also, it allows shoppers stand outside a store, point their phones at a merchandise they like in the window and buy it. 

Then, there are  mobile coupons such as Zavers and Yowza.  Another similar product is called Presence by IBM that allow shoppers who sign up be detected when they enter a store enabling it to offer real-time mobile coupons.

Beyond privacy concerns, retailers recognize other potential problems. It the phone for some reason gives bad information then consumers will most likely be annoyed hence reliability will be an important factor to consider. Also, there are stores that cannot yet afford such technology.  On the other hand, marketers could leverage on this new technology to deliver more effective personalized messaging derived from prior purchase decisions.

Not Just Twitter and Facebook

March 4, 2010 2 comments

When we hear about social media we usually hear about Facebook and Twitter however there are other social media sites that are capturing the market. Brightkite with more than 2 million users is one of them.

Brightkite is a location-based social networking site that is available on mobile devices. It is a system that allows people to keep up with friends and places. Moreover, it lets people see where all their friends are and discover places in their neighborhood. For advertising, Brightskite constructs a geo-fence around a specific location and only targets people checking in within that area.

Source: http://www.flickr.com/photos/bouldair/2516100039/

According to the article: “Brightkite Launches Ultra-targeted Advertising Solution after Successful Pilots with a Range of Brands” published on newsblaze.com, the system targets according to a wide range of significant criteria including:

  • Location and Place
  • Demographics
  • Behavior and Activity
  • Conversational Context
  • Time of Day
  • Weather
  • Media Usage

In addition to these criteria, Brightkite provides three types of time relevance to their campaigns:

  • Historical
  • Current
  • Future

Here are some examples of companies that are developing local promotions:

  1. Gap offered local customers a mobile coupon for 15 percent off for in-store purchases at new Gap stores.
  2. Ben & Jerry’s gave their customers who were close to their retail locations offers such as $1 ice cream Bars.
  3. Brightkite users visiting Las Vegas received discounted hotel rooms from Trump International Hotel and 50 percent off tickets to Cirque du Soleil shows.

I believe that besides being seeing as a little intrusive system, Brightkite could leverage on its local advertising to enhance user shopping experience by offering products/services relevant to their needs. Plus, Brightkite’s ultra-targeted campaigns can help marketers to minimize wastage and communicate to local audiences more effectively.