This week in Digital Bytes: Coca-Cola tries out beacon marketing – as it explores location-based marketing; Facebook overtakes Google as the top hotspot for online news traffic; and Samsung unveils details of its new smartwatch.
Coca-Cola tries out beacon marketing
Coca-Cola might be the next big brand to turn to location-based marketing, having conducted a beacon trial in cinemas in Norway designed to discover the best methods for using the technology. Coca-Cola’s team delivered the associated promotion through a popular, third-party app as opposed to trying to convince users to download its own app in order to be rewarded.
Coca-Cola is to explore the hyper-relevance beacons provide after a recent trial revealed how intention data generated by the tech can power mobile advertising in an accurate, and scalable way. This simple promotion allowed Coke to build more rounded customer profiles for its campaigns, with the beacons acting as a proxy to tie offline back to online ad targeting.
The pilot scheme, conducted throughout May and June, saw free Coke offered to cinema-goers if they had Norwegian publisher VG’s app on their phone as they walked through CAPA foyers and as a result they found this method of delivering the campaign, when “not used in isolation”, to be more favourable than trying to engage customers through their own app.
The test revealed that a quarter (24%) of those with VG’s app on their smartphone clicked on the initial offer, with half of them going on to collect their free Coke at the cinema, while 60% of the people who visited the cinema clicked on the retargeted ad served to them up to a week later, which then greeted them with the offer of a free cinema ticket courtesy of Coke.
Senior digital marketing manager Zoe Levine said that Coke needed an “app that people want to download” and “use on an ongoing basis” for beacons to become a core part of its marketing.
Facebook overtakes Google as top news traffic source
Facebook has removed Google as the top hotspot for online news traffic based on the most recent research to be carried out by analytics firm Parse.ly.
This demonstrated the social networking platform to have surpassed the search provider as the dominant traffic source for news sites, drawing attention to the rising power of social media to drive traffic.
Assessments for all social media sources show that the sector represented 43 per cent of all referrals with Facebook representing the tremendous majority of these. Google in the meantime represented only 38 per cent showing the opportunities available for brands to embrace news in their social media campaigns.
The study took more than 400 news and media outlets into consideration, from traditional publishers such as Wired, Reuters and The Daily Telegraph to digital only portals such as Mashable and The Next Web which accumulates 6bn page views and more than one billion unique visitors each month.
Facebook’s achievement takes after a time of continued growth since October, when it edged ahead of Google in a close neck and neck race however since that time Google has flat lined, permitting Facebook to open up a reasonable lead.
Samsung unveils details of its new Smartwatch
Apple watch has a new competitor as Samsung has unveiled The Samsung Gear S2 smartwatch which has similar features to the Apple Watch including a heart rate monitor as well as a phone and text messaging app as shown on the video released on the company’s YouTube channel today. The video also shows a weather app, a time zone app, a calendar app, and a sports tracking app.
There are a few launches on wearables which are important as they will be competitors for Apple Watch while Samsung will hope Apple’s entry into the smartwatch market will have increased interest in wearables which it can in turn benefit from with a lower price model as part of the campaign strategy
Wearables are therefore here to stay, and they hold huge potential for both consumers and brands as they can handle contactless payments and ticketless entry, hotel room key, transportation cards and a lot more. Brands are taking advantage of this opportunity to win over consumers while tech companies are including features that will attract consumers to their wearables.
The question is what type of wearables will win over consumers: smartwatches, fitness trackers, wristbands, smartglasses or others?
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