Category: Mobile Marketing

The advertising and promotion technique is breathing new life into the traditional antique business.

According to the latest trend reports, even businesses that are centered around the preservation of the past – that is, through the sale of antiques – are benefiting from what social media marketing has to offer.

Antique galleries and shops are now using Facebook, Twitter, Google+, Pinterest, and so on.

This comparatively recent trend of social media marketing is providing a new vitality to a trade that has not changed in a very long time. Many antique dealers are using several different networks in order to better promote their collections and to be able to appeal to a whole new and younger demographic.

This social media marketing trend is becoming much more evident at antique fairs and other events.

For instance when perusing the various booths at the Chicago Antique Fair, this year, it became very evident that many of the participants were looking to social media marketing to be able to hold on to the connections that were made at the event. One prime example was the Chicago based Leslie Hindman Auctioneers, which calls itself the largest auction house in the Midwest, and that is the fifth biggest of its kind in the United States. They have been using Twitter since 2010 and Facebook since 2008, and have now recently added their own Pinterest page.

According to the auction house’s business developer, Laurann Cavenaghi, the main goal of advertising and promoting is to solidify consignments that are high in quality. She pointed out that social media marketing is one of a number of highly effective ways of accomplishing that goal. She stated that “We share our catalogues, promote events, and market our upcoming auctions on Facebook and Twitter.” Cavenaghi went on to add that “It also allow us to reach younger audiences that are becoming increasingly interested in the art and antique markets.”

Social media marketing isn’t limited to larger auction houses and dealers, though. It was clear that even smaller antique dealers are benefitting from this technique. New York’s Rehs Galleries is now run by Lance Rehs, the fourth generation in his family to do so. He also identified interacting with people over social networks as an important element of his daily work.

Several studies are confirming that the technique is now a required part of most campaigns.

When it comes to mobile marketing, just about everyone can agree that geolocation techniques and location based strategies can provide a company or a brand with a considerable advantage.

According to the latest reports, the opportunities that are now available are virtually beyond limit.

In fact, geolocation technology is a part of the hottest mobile marketing trends currently in practice. A new report from BI Intelligence has said that location based advertising “promises the sky” in areas ranging from precision targeting to high conversion rates and highly detailed consumer profiles rich with data.

Geolocation isn’t just a technique that will be a short term fad that will rapidly move on.

Instead, geolocation based marketing is something that is only just starting to build a foundation and that is expected to grow exponentially over the months and years. Case studies are proving, one after the next, that those who use these techniques are experiencing the highest results from their mobile advertising that they have ever enjoyed and that the methods are consistently successful.

The BI Intelligence report stated that geolocation can be compared to the use of cookies in desktop computers. It added that “Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering. That’s where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.”

More research, this time from Ballihoo, surveyed 400 brand executives. Among them, a whopping 91 percent had expressed that they intended to make higher investments into their geolocation based marketing campaigns this year.

A recent Berg Insight study also pointed out that geolocation enabled ad spending had been worth approximately 8 percent of the total mobile advertising spending last year, but that it predicts that this figure will grow to 33 percent by the close of 2017, indicating that if there’s one thing that can be said about this technology, it is that it is the furthest thing from a flash in the pan technique.