KRAVE Jerky Just Set the Standard for Location-Based Advertising with inMarket; Drives a 3.8x Increase in Key KPIs

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Jerky is gaining popularity as a go-to snack among many consumer groups — making up a $ 2.8 billion category with growing sales, according to Nielsen. KRAVE jerky, acquired by the Hershey Company in 2015, has become a favorite of active, health-conscious consumers. The lean, protein-filled snack is not just an example of the perfect snack on the go, but its marketing team just set the standard for how to engage consumers at the most relevant moments in their purchase cycle.

KRAVE partnered with inMarket — the online to offline advertising company that connects brands with consumers at the moment of truth. inMarket’s groundbreaking ad platform connects the entire customer acquisition funnel for brands, creating engagement at the precise moments when shoppers are planning a store visit, entering a store and even when they’re holding a product in their hands.

inMarket does this through a proprietary first party platform, which aggregates and anonymizes location data from millions opted-in consumers. In today’s landscape, inMarket has become a consumer privacy standard-bearer for the advertising industry — encouraging a 100% opt-in structure when most publishers and ad networks rely only on opt-out.

Using inMarket’s full-service platform, KRAVE Jerky deployed a multifaceted online-to-offline ad solution that leveraged inMarket’s unique ability to reach shoppers throughout the entire purchase funnel. The program focused on cross-digital promotion at the awareness stage, and then drove product interaction and sales via mobile during the decision stage while the consumer was inside the store.

Through inMarket’s Preceptivity predictive cross-channel solution, KRAVE Jerky gained the ability to identify when shoppers were “due” for their next store visit and deploy creative across mobile and desktop at the perfect moments when individual shoppers were most receptive. Preceptivity drives huge ROI because it eliminates wasted impressions that occur after a store visit when a shopper is unreceptive.

With consumers warmed up through cross-digital awareness, inMarket then put its huge mobile audience and seven years of experience to work via Moments In-Store. These exclusive mobile ads are delivered to consumers at the exact moment they walk through the door of target retailers. Finally, the campaign delivered Moments In-Hand — high performing, decision-making mobile ad units —  to shoppers who were physically holding KRAVE Jerky. Custom creative reinforced USPs — driving sales without relying on discounts.

The KRAVE Jerky campaign focused on key KPIs including purchase intent lift, brand awareness lift and ad unit CTR. Post-exposure, 15.8% of surveyed shoppers said they were now aware of KRAVE Jerky, resulting in a 72% brand awareness lift. Most importantly, 26.80% of shoppers said they were planning to purchase KRAVE Jerky after being exposed to the ad — a 3.8x lift.

Today’s shopper marketing landscape can be a confusing mix of old-school media and flashy digital solutions. By working with inMarket — am 8-year-old company with a commitment to accuracy and privacy — KRAVE has established itself as a location marketing trendsetter.

The post KRAVE Jerky Just Set the Standard for Location-Based Advertising with inMarket; Drives a 3.8x Increase in Key KPIs appeared first on Mobile Marketing Watch.


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Google Home gets ability to set location-based reminders

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Google Home is getting yet another useful feature: location-based reminders. Yes, now you can ask your Home unit to remind you about something at, let’s say, the supermarket you frequent, and it will make sure the Google Assistant on your phone does that when you are at the location. Yup, we’ve all been there. Try saying, “Hey Google, set a reminder to pick up more coffee at the grocery store” and your Google Assistant will remind you on your phone. pic.twitter.com/IkLjV4I2zd— Made by Google (@madebygoogle) March 14, 2018 The feature has already started rolling out, as some users…

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Set location-based reminders with your voice on Google Home

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Google added voice-controlled Reminders to its Home devices last September, allowing it to catch up with Alexa and Siri. You could set one-off and recurring reminders on a daily or weekly basis as well as contextual reminders that would propagate to…
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You can now set location-based reminders from Google Home

How Complete Beginners are using an ‘Untapped’ Google Network to create Passive Income ON DEMAND

Remember how long it took Google to make reminders work on Google Home? I won’t bore you by recounting the whole sage, but the wait was substantial. At least adding new reminder features isn’t taking too long. We heard some weeks back about location-based reminders in Assistant for phones, but the Home release was “in the coming weeks.” For once, Google actually meant “in the coming weeks.” It’s live right now on a Home near you.

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You can now set location-based reminders from Google Home was written by the awesome team at Android Police.

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Google Assistant to get support for 30 languages, location-based reminders and more

Google ahead of the MWC 2018 is making some major announcements to its products including the ARCore, Lens, RCS Message and now it is the Assistant. The company says that it is aiming to improve Assistant with some key features like more than 30 languages support, multilingual support, location-based reminders, Routines and more throughout the year.  After teasing with Android One and Go phones that are coming at MWC in a couple of days, Google today mentioned that by the end of this year Assistant will be available in more than 30 languages, reaching 95% of all eligible Android phones worldwide. In the next few weeks, Assistant will be available in Danish, Dutch, Hindi, Indonesian, Norwegian, Swedish and Thai on Android phones and iPhones. Furthermore, it also said that it is making the Assistant multilingual later this year, so families or individuals that speak more than one language can speak naturally to the Assistant. This move is to make Assistant understand you in multiple languages fluently. Multilingual support will first be available in English, French, and German and more languages to join soon. Next up is the expansion of Assistant capabilities by allowing it to perform various actions on the phone and inside your apps. Google is said …
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Google Assistant To Get 30 More Languages, Routines, Location-Based Reminders Soon

Google Assistant is set to get support for 30 more languages, on-the-fly language switching, routines, and location-based reminders on Home soon.

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30 languages and multilingual support, routines, and location-based reminders are coming to Google Assistant

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It hasn’t been 2 months since Google Assistant dominated half the conversation at CES (with Alexa taking the other half) and now it’s back again with more announcements and new things for MWC. After Google’s teaser that new Android One and Go phones are coming at MWC next week, now we have a new announcement from the Google Assistant team and it’s a big one. Some would call it a worldwide one.

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30 languages and multilingual support, routines, and location-based reminders are coming to Google Assistant was written by the awesome team at Android Police.

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Navigating the Future of Location-Based Mobile and Media

The following is a guest contributed post by Amy King, Director of Product Marketing at Valassis Digital.

Marketers have long seen the value of location intelligence and data as it helps them get a much deeper understanding of their consumers – how they live, work, shop and travel on a daily basis.  Location-based data gives them a front row seat into their consumers’ everyday lifestyle, giving brands a more accurate view of shopping preferences as well as the products and services they most desire.  As location data has improved, marketers are increasingly using it to target digital advertising, becoming even more effective and efficient with their media and marketing spending.

But marketers are still facing an obstacle to success as inaccurate data can compromise the considerable value and potential of location intelligence.  Some marketers are not aware they are working with faulty data as they sift through inaccurate and fragmented views of consumers.  Fortunately, new innovations have solved this problem and the future of location-based data looks very promising.

In 2018, we will see three important ways that location-based mobile and media will evolve and continue to improve over the next several years:

The accuracy of location data will improve

Marketers leveraging location data may have had some concerns about fraudulent or inaccurate data due to a variety of factors including weak cell phone tower signals, centroid applications, or false IP data.  Many marketing technology providers have not been transparent enough with where their location data comes from and what they do to ensure their data is accurate. As location data use increases, providers must work harder to filter out the bad signals. At Valassis Digital, for example, our data science teams build filters that remove over 40 percent of the 31 billion location data points we see each day to ensure that our clients see and respond to real location signals and can ignore the noise.

In 2018, we will see advanced location data providers continue to evolve to eliminate inaccurate data that prevents marketers from wasting location-targeted impressions on the wrong consumer.

More data sources will contribute to complete the view of consumer location

As brands increasingly view location behavior as vital to truly understanding the complete consumer journey, they will apply more observed real-world data.  To tightly connect the online and offline consumer journeys in a more meaningful way, they will apply location data when determining the right mix of online marketing strategies that will result in more real-world purchases.

By gathering, filtering and connecting more consumer online data with consumer location data – the union of people and place – brands will have a huge advantage as they personalize marketing strategies and offers to the behavior and buying preferences of their consumers.

Location data will enable even better personalization for improved results

Retailers and CPG brands will leverage location intelligence to better understand the relationship between their advertising efforts and the bottom-line impact of making a purchase.

Right now, we are collaborating with a major personal care manufacturer to use location data to find areas where consumers live near the desired retailer and over-indexed for purchasing the product category.  We will soon use the location data while the campaign is in flight to optimize toward consumers living near stores experiencing higher sales lift. And we plan to analyze both store-level sales and foot traffic lift after the campaign to better understand the real impact of the digital ads.

We know this will result in a more effective campaign with more efficient media spend because we recently did this with a major on-the-go rice brand.  After using location and consumer preference data to identify the consumers most likely to purchase in a specific geographic area, the brand realized a 6 percent featured product sales lift, over 4 percent portfolio sales lift and an extra $ 55,000 in total incremental sales in just two weeks.  We also helped their key national retail chain increase foot traffic by over 4 percent with a total of 64,709 incremental visitors.  The accurate data helped us identify consumers who were ready to buy because they were either past purchasers of pasta or frequent shoppers at the national retail chain or had previously expressed an interest in on-the-go meals, cooking and comfort food.

Moving forward, progressive brands and marketers will increasingly embrace the power of location-based mobile and media strategies to not only better understand and ultimately predict consumer behavior and shopping preferences, but also dramatically increase foot traffic and overall sales, both online and in-store.  Not only will this help them dramatically increase market share and strengthen their brand, it will also help them guarantee a far better shopping experience for their loyal consumers now and in the future.

The post Navigating the Future of Location-Based Mobile and Media appeared first on Mobile Marketing Watch.


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SOCi Touts 100% Revenue Growth as Location-Based Social Marketing Business Excels

SOCi, a global leader in social media and reputation management for multi-location brands, recently announced several growth milestones, including YOY double-digit growth and numerous awards and accolades, further cementing the company as “the go-to social media SaaS platform in the rapidly growing location-based social media marketing landscape.”

According to a statement emailed to MMW, most recently SOCi received the prestigious Local Visionary Award for “Best Solution for Multi-Location Retailers,” hosted by Street Fight, that celebrates brilliant and intrepid organizations who are moving the local marketing technology industry forward with creativity, ingenuity and success.

This award comes on the heels of winning the 2018 Winter IMPACT Award for its blog community and engagement – largely focused on educating marketers on how to leverage location-based social media marketing to drive strong business results. Earlier in the year SOCi was named among the Top B2B Tech Companies in San Diego by G2 Crowd, a leading peer review site for business software.

SOCi also recently appointed industry veteran, Monica Ho as its Chief Marketing Officer. As CMO at SOCi, Monica will employ her over 20 years of integrated marketing and technology experience to spearhead initiatives that will result in overall company revenue growth and increased brand presence and awareness.

Per the company’s assessment of the current market landscape, location-based social media marketing is a widely underserved but rapidly exploding growth category for marketers. An area increasing in importance as seen in recent developments and announcements from the top tier social players who are showing strong favor to more locally relevant and engaging content over generalized content.

“2017 was a tremendous year for SOCi,” said CEO and Founder, Afif Khoury. “Through strategic partnerships, ongoing product developments, and hiring the best and brightest in the industry, SOCi has strengthened its foothold in a very niche and important social media space. In just the last 12 months we’ve seen a significant increase in the importance of localized content and engagement,” said Khoury. “With Facebook’s recent algorithm update, the need for actual meaningful engagement via content, as well as highly targeted ad campaigns and strategies are more important than ever. Thanks to our innovative and proprietary solutions we will continue to help multi-location businesses grow and remain relevant.”

The post SOCi Touts 100% Revenue Growth as Location-Based Social Marketing Business Excels appeared first on Mobile Marketing Watch.


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Tinder is launching a new location-based feature set this year

 Tinder will launch a series of new features based on location in 2018, its parent company Match Group revealed during this week’s Q4 2017 earnings. The dating app maker has been fairly vague on what these new features will entail, having only described them previously as something that will blur the “distinction between digital and real-life dating, and dating and simply engaging… Read More
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