Tag: ibeacon

Geolocation technology based marketing should be approached with caution

According to a keynote speaker at the IAB conference, this tech has tremendous potential when used properly.

Sonia Carter, the head of digital and social media in Europe for Mondelez, spoke at the recent IAB conference with regards to the use of geolocation technology, telling brands that while the use of this location based targeting is a “massive” step for the mobile channel, but she also cautioned them not to dive in head first.

The primary warning was over forms of location based technologies that track consumers.

The recommendation that was made by Carter was to proceed with caution in terms of the use of geolocation technology that tracks the position or behaviors of consumers and that these brands should place a greater investment into testing what does and does not work for those shoppers. In a published interview with Carter, she stated that location based tech such as iBeacon – which use geofencing and track the movements of a customer in order to be able to better target various forms of ads and promotions – are all quite useful. However, at the same time she felt that a greater amount of research is necessary in order to avoid making consumers feel alienated.

Geolocation technology has a great amount of potential but could be off-putting to consumers if used incorrectly.

Geolocation Technology - Cautious ApproachCarter explained that it is “incredibly useful” to know exactly where a consumer is physically located. At the same time, she warned that “It’s really exciting but we have to be very cautious and do more testing and learning to see whether consumers want us to do that.” It is important for brands to start to test various uses forms of use for the tech and to share what is discovered so that the industry as a whole will be able to better understand just what consumers want.

When she spoke, she pointed out to the event attendees that “It’s really important we work together rather than screw things up for all the people in this room.” This came as an important reminder that while geolocation technology is exciting, it also involves some very personal data that many consumers consider to be quite sensitive. Used properly, the sky is the limit, but used wrongly, it could put consumers off the use of the tech, completely, and eliminate this opportunity in its entirety.

Mobile marketing services at Adobe receive an iBeacon boost

The support of this technology coincides with an effort to make apps easier to manage.

Adobe has taken a larger step into the mobile marketing sphere as it revealed a set of rejuvenated services that are designed to help companies to be able to create, manage, and provide a customized real time app experience to their customers.

This entire opportunity will be available through the Adobe Marketing Cloud platform.

There is quite a list of services that have been added to what Adobe is now offering, with its entry into the mobile marketing channel. Along with its support of Apple’s iBeacon, it is also offering a number of different ways to reach consumers, personalize the experience, provide incentives for taking action, and offering ways for merchants to be able to measure results.

The goal is to provide a very well rounded and complete mobile marketing opportunity.

Among the new Adobe Mobile Services 2.0 offerings are:Mobile Marketing - Adobe

• Adobe Experience Manager apps for marketers, as well as the PhoneGap Enterprise for mobile app development firms.
• Measurements for campaigns, including for which campaigns are producing results and user behavior measurements to enhance engagement, launch events, and encourage content sharing, in addition to product purchasing.
• Apple iBeacon support, giving marketers location based data so that properly timed notifications can be delivered based on where the user is.
• Customer re-engagement features across mobile apps, giving companies the ability to deliver the latest news, report on credit balance details, and others.

Among Adobe’s primary goals has been in enhancing and increasing its offerings for its Marketing Cloud when it comes to mobile. Near the close of last year, that company released its SDK for Mobile Services, which included the ability to use location based technology for geotargetting users, as well as for the analysis of consumer data, optimizing the performance of the app, monitoring of key performance indicators (KPIs), and even conducting certain forms of A/B testing.

It is clear that their focus continues to be a drive forward into mobile marketing, and this release that includes iBeacon indicates that geolocation technology will be playing an important role in that effort.