Laying the Initial Groundwork for Location Marketing Innovation

Laying the Initial Groundwork for Location Marketing Innovation

Overview

At the onset of our company, it was a shared belief, between my partner Evan and I that technology and marketing were not just complimentary but necessary counterparts in today’s organizations. This combination unlocks the company’s full potential in not only realizing their own goals but also in meeting and exceeding the expectations and standards of the customers and clients they serve.

In my 30 plus years with hands-on technology experience (yes I started very early), I have witnessed many changes in the industry. The obvious rapid development in hardware and software but primarily in how technology is utilized.

Marketers and design aficionados seek the best way to reach people where they are at and when they are most ready to encounter their message. Masters of their craft and dedication to their field, marketing is also ever-evolving and impacted by technology. IT not to be siloed should be operating as an internal strategic arm, enabling the particular advancement.

A Changing Location Marketing Landscape

We believe there is a dramatic shift taking place. It will impact and ripple through industries, small and large alike. When companies begin to truly harness the treasure trove of infinite detail streaming through their technology networks, physical locations, and user devices, again rapid advancement will take place. Today we are aware of this data stream, but few are wielding its power. Now this all may seem like old news to some or most of us who have been aware of this for years. For the transformation to truly take place the hearts and minds of people must be ready to embrace this idea first.

A decade ago when we started this journey the concepts were there but the backend streams and connections were nascent. Today the technology and the people are primed and ready to go. Cross-discipline teams are forming within companies. The traditional roles are being challenged and the lines of responsibility are being blurred.

We are here as a company to enable and empower entire organizations and dedicated teams to be above the clouds in their efforts. Coordinations, connections and the code all aligned to form seamless pathways of information that can be used for a variety of applications. Sales, marketing, customer service, support, all areas stand to benefit from the implementation of this technology and marketing combination.

The companies that integrate these disciplines quickest, the first movers will carry a clear advantage into the marketplace and forge the future of their respective industry.

Some practical things that should be considered and solved for:

LEADERSHIP

Unless leadership has embraced the concept of blending technology and marketing efforts you will have a hard time rapidly innovating. Self-awareness check: You may be the one in your organization to start this movement so be ready.

SYSTEMS

Technology being so prevalent, the broad set of manufacturers, options and differences become challenging to wrangle in. Consider streamlining older systems built with different manufacturers and standards into a single powerhouse portfolio. Do not be afraid of this transition, although may be difficult the payoff, in the end, will justify its costs of time, effort and money.

CODE AND DEVELOPMENT

Align standards, and push innovation. Teams working in tandem to expand the possibilities and strengthen the company position is a fine top-level strategy. However, encourage the inspection of the details. Two seemingly unrelated data points may be the difference between a profitable year or a sluggish one.

LOCATIONS

Simply because smartphones and devices have taken over the world does not mean that physical locations are not important to your company. Consider the physical location just as important as any digital asset, or website. Your location is not meant to be static, but dynamic and pulsing. Use it as a tool to close the loop between the physical and digital worlds. Once the loop is closed, the information, results, and progress will flow as an unimpeded electric circuit does.

CONCEPTS

Promote critical and radical thinkers and encourage next level conceptualists. Make the data and information available and usable to the humans of your organization, not just to the machines. It will be wondrous to watch people discover new possibilities.

-Dino Cicala

An Introduction To Our New Blog “Connected Spaces”

The Evolution of Digital Marketing

The last twenty years have seen a remarkable change in Digital Marketing. At the outset of this new channel, the approach from marketers was fairly rudimentary and rooted in the historical ways we measured media, buying reach and impressions.

As digital marketing evolved, the promise of the channel soon presented itself – the ability to measure and optimize marketing investments. The initial metrics were basic; impressions, clicks, and (gasp) CTR. As simplistic as that seems today, at the time it established a baseline from which marketers and agencies could evaluate campaign data in real-time, ending the “set it and forget it” era of marketing.

Those seem like simple times. Over the years it would be an understatement to say the landscape has evolved. The Ad Tech ecosystem presents a complicated assortment of software providers from which businesses must strategically amalgamate to meet their business objectives.

Location Intelligence
Radio waves spreading out from a mobile phone in a shopping mall with matrix style data layered on top.

The common denominator in most of this digital transformation is that the technology and expertise have all been built to communicate, measure, and optimize an online asset; a website, blog, social media channels, or other business-owned media channels.

Given the available technology over the years that has made perfect sense. Media consumption habits have shifted, and time spent on digital platforms has exponentially increased. E-Commerce has exploded with most consumers feeling comfortable making an online purchase.

If you own a website the amount of data that flows through readily available analytics software is staggering, providing detailed information on site traffic, user demographics, conversion rates, user traffic flow, and much more.

As a career digital marketer who left the corporate world to start an agency, I was resigned to the fact this type of granular data would only be applicable to the online world. Fast forward a few years and I was serendipitously introduced to my business partner, Dino Cicala. A fellow entrepreneur, Dino had deep expertise in technology and was very prescient about the future of location-based marketing. He understood the amount of data flowing through locations via Wi-Fi systems, beacons, and mobile devices and together we quickly realized that we were on the cusp of another transformational change in the digital marketing landscape, location-based marketing.

There are a few broad trends driving the aforementioned transformation in location marketing:

  • Saturation of smartphones in the consumer market
  • Customers desire to ALWAYS be connected
  • Experiences driving a resurgence in physical spaces
  • Ubiquitous deployment of public Wi-Fi networks
  • Next-generation Wi-Fi and Bluetooth infrastructures ability to capture a large amount of mobile device data
  • Software that brings online campaign management and measurement to physical spaces
  • The convergence of these trends is driving huge growth in location-based marketing. The technology is now available to measure and optimize many of the same performance metrics that were a short while ago only reserved to the online world.

Ask yourselves the following questions:

  • Am I able to see the number of people who visited my website, frequency of use, and how long they stayed?
  • Does my business know the demographics and interests of the people who come to my website?
  • Do you have a mechanism to collect opt-in-mail and social media data from my website?
  • Can you send targeted messages to people on your website with special events and offers?
  • Can I measure visitor flow within my site?
  • Do I have a way to reach people with targeted messaging after they have left my website (retargeting)?

I imagine most people taking the time to read this article would answer yes to all of the above. In fact, those questions only scratch the surface and are now table stakes for effective marketers. Now ask yourself is the same true of your physical location, and if no, why?

Spatial Code was founded under the passionate belief that physical spaces can and will transform into dynamic digital environments. Our goal is to help our customers transition through the process and help them glean business intelligence from their spaces which lead to tangible increases in bottom-line revenue.

We started this blog to share our insights and updates on the location-marketing space. We invite you to like us on social media to get our latest updates.