Mobile Madness: When Online Ad Optimization goes In-Store |
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| Event | Interactive 2011 |
| Format | Panel |
| Organizer | Todd Dipaola – Checkpoints LLC |
| Description | Once upon a time, interactive advertising was exclusively the domain of online ads. The analytics unique to the Internet revolutionized marketing efficiencies and monetization rates forever. The marketing magic of A/B testing, conversion pixels and media units like CPC and CPA required tracking tools previously only available on a web-connected computer, and made in-person targeting seem as legacy as the 8-track. But the dawn of open mobile development platforms, location-based services, and codes takes marketing science on a new level. The resulting insights now put us directly into the minds of in-store shoppers, enabling us to turn bricks and mortar advertising hotter than lava. The tool to create real world mass-market experiments and game-changing advances is now literally in the hands of every US adult consumer. Mobile handsets empower permission-based data collection at every stage of purchasing behavior. Evaluating web analytics taught us how to create websites that maximize users’ interaction while minimizing their frustration. Mobile marketing allows us to display diverse offers to users passing by retail locations and immediately assess the most effective offers to get them into the store and maximize interest (and spending!). Multivariate testing in the aisles of Wal-Mart becomes not just possible, but as easy as a barcode scan by a shopper. Targeted closed loop mobile feedback fundamentally personalizes and enhances the offline customer relationship. |
| Questions Answered |
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| Level | Advanced |
| Category | Advertising |
| Tags | LBS, mobile, ROI |