Repository of Data for Marketers-Mobile Payments

Could mobile payments be the next big thing for marketers? Consider this, it is an instant repertoire for brands to scan his/her shopping data and serve a targeted deals/offers. At the point of sale, all the customer does is to hold his smartphone to the scanner-no looking for cash, coins or run around for “chillar”.
It’s a perfect addition to the regular BAM (Brick and Mortar) shopping experience that a customer could look forward to..but the current lot of customers are mostly confused on how to use these.
 
The only lot to be blamed her would be the marketers themselves, with hardly any penetration involved in this NFC enabled payment method. 
Margento which turns any mobile phone into easy-to-use, convenient, and secure payment and transaction instrument.
The lack of awareness that a customer has to use these form of payments and neither are there any technology provider who interlinks the retailers and the customers to ensure a hassle free usage.
Starbucks (in the U.S) may be an exception, with more than three million payments being achieved through mobile phones during the first two months of its launch (mobile payment). There is something to cheer here, but for every Starbucks there is a Google Wallet case.  Launched in 2011, it is yet to see its full potential (India is yet to even see the light of this).One clouded mystery box it became.
 
Marketers are often caught in a dilemma- to invest more in the new form of digital commerce with significant potential, but of minimum interest to the customers or wait to see “others” adapt and use it.
 
Unless brands understand that certain basic in marketing mobile payments are addressed, there is still a long way to go. Wouldn’t it be a good idea to offer mobile payments as an value added service rather than utilizing it as a marketing trick? To start with atleast….
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The "Bar-Rom" battle online

Do we vote solely on our principles and candidate policies? Or does media and marketing do enormous influence in defining which way an election result swings?Advertising matters in politics
 
The 2008 election definitely ushered in a new era of digital marketing and its influences in presidential elections- online advertising, online fund raising, social advertising all went to re-shape the political setting. As we see it, this is becoming a bigger and more influencing vehicle as we come close to the 2012 election.
 
A good start could be by gauging the search volume on the candidates. As this could clearly show the public’s “traction” to a particular candidate-in this case Romney.( an acting president could get a higher traction due to his daily news items and public speeches).
 
A comparison of searches for Obama in 2008 as against Romney in 2012, shows hat Obama clearly had a higher traction by almost 5x search volumes. What’s interesting is that in 2008 Obama was in a fierce battle with Hillary Clinton , while Romney comes into 2012 election after his unsuccessful bid from 2008.
 
Paid search is also an excellent medium to deliver targeted messages to potential voters and even drive donation. Someone searching for a candidate could very well be a swing voter actively pursuing information and very well could be turned into a potential vote.
As the chart shows, Obama camp seems to be doing well when it comes to sponsored links (search links that throw up as sponsored ads), well ahead of Romney camp
Display advertising has also become an important vehicle in digital advertising. Highly targeted advertisement, with crisp messaging and ad copy can go  a long way in getting maximum impact and reach and attract the right audience.
While Romney attracts with a message of “Click like to stand with Mitt”(more heavily on Facebook) , 
 the Obama camp seems to using Michelle Obama to drive home the message and also garner some women votes.
 
What this clearly shows is that, while campaigning has been an important part and parcel in any election, the use of the new medium comes as an important tool to communicate with the voters.
 
What would be interesting to note would be, if these advertising campaign and the effective or the ineffective use of this medium makes a difference in the outcome of the election. 
We shall wait until the“November Rains”

SMART search engine

A new project is no being undertaken at the University of Glasgow to develop a search engine results from sensors.
The European funded project is known as SMART“Search engine for Multimedia Environment generated content” aims to develop and implement a system to allow internet users to search and analyze data from these sensors.
A Matching search queries with information from sensors and reference materials from Twitter, users will be able to receive detailed responses like “How congested are the traffic situations in Bangalore?” or “What are the various movies my friends have been to recently?”.
By matching search queries with information from sensors and cross-referencing data from social networks such as Twitter, users will be able to receive detailed responses to questions such as “What part of the city hosts live music events which my friends have been to recently?” or “How busy is the city center?”.
Currently Google can’t answer such search queries of this type.
Dr Iadh Ounis, of the University of Glasgow said: “The SMART engine will be able to answer high-level queries by automatically identifying cameras, microphones and other sensors that can contribute to the query, then synthesizing results stemming from distributed sources in an intelligent way.”
SMART is likely to be tested outside of these labs by 2014.

Mobile media and Jargon

A number of new terms have come up in the market place since 
mobile media exploded, Jargon like Geo-fencing, UDID etc….
Lets just look at few of them, that have become part and parcel 
of the media veterans and advertising agencies. 
Geo fencing and Geo Targeting
 
These are two terms often incorrectly used interchangeably, creating
confusion in the marketplace.
 
Geo Targeting- This is a broad reference to method of pinpointing an
audience on their location, ranging from as wide as a state to
granular address level.  Geo targeting is possible on any modes of
advertising, by means of selecting location applicable to each
campaign. Since, mobile has the unique capability to target audience
far more granular than any other medium, there are various targeting

Geo Fencing:- This is a more specific application of Geo-targeting
where a virtual barrier is created around a defined area. Geo fencing
can be broad level in terms of state, or a city block. This method is
usually used to trigger ads based on the location of a smart phone
user. Geo fencing is used mostly alongside other targeting elements
like demographics, search history etc…
 

Location, Longitude, Latitude.

When we download a mobile application, there are number of settings
the user agrees upon in terms of his/her personal data. The data
available within these application publishers, there exists a mine
field of data for marketers.
 

Latitude/Longitude:- This method relies on the GPS setting, by picking
up signals from the orbiting Global Positioning System satellite
network. The details given by the GPS, provides mobile ads to be
targeted down to a city block. However, for this method to work, the
GPS need to be enabled on the users mobile, only 10-15% (estimated) of
phones are location enabled at a given time.
 
Cell tower triangulation:- this method identifies all the device
operating within its range. Its accurate only on a market level basis,
and more over marketers don’t have access to mobile data. Cell
triangulation is mostly used as a second layer to refine GPS
information from a mobile device.

UDID:
– Unique Device Identifier is a unique  alphanumeric number
associated with a device that allows a developer to track their own
apps. The UDID made headlines early this year when Apple announced it
would reject apps in the iOS App Store that utilize this code. 
The main reason being that apps collect number without permission 
from the users. The UDID means nothing on its own. Its like a driver 
license number without any other info. However, when it’s put into 
a database it can be used to track the statistics of the app. This tracking 
data is the crux of how ad networks work.
To sum up, as this medium grows, newer terms with more crisp targeting 
methods and terms will surely develop. but a basic understanding 
of the jargon should hold you comfortably in any conversation around 
mobile media and targeting :).