Les Français apprécient les services de géolocalisation

D'après TNS Sofres, les services de géolocalisation "constituent la fonctionnalité mobile qui devrait bénéficier de la plus forte croissance au niveau mondial", et particulièrement en France, où l'engouement pour ce service est légèrement plus prononcé. L'institut révèle que 64% de nos compatriotes qui n'utilisent pas encore ces services souhaiteraient le faire (60% au niveau mondial), et que 31% des Français équipés les utilisent déjà (contre 19% au niveau mondial). Parmi ces utilisateurs, 42% s'en servent pour naviguer (cartes, GPS), localiser des restaurants ou des lieux de sortie (30%), des points d'intérêt à proximité (29%) et trouver des horaires de transports publics (20%). En revanche, les utilisateurs français de réseaux sociaux sont peu nombreux (7%, contre 13% au niveau mondial) à partager leur localisation sur ces sites.


Fusion de Bee Media et Adcentricity, 2 spécialistes du marketing géociblé sur mobile

Location based specialists aim to help advertisers create hyper-local campaigns.
Bee is a mobile shopping platform, while Adcentricity describes itself as a local marketing specialist.
The merged entity will use the Adcentricity name, with Doug Woolridge, CEO of Bee Media, remaining at the helm as the CEO.
In its new form, the firm's platform will 'allow brands to execute and respond to localised events and activities, and scale from one location to tens of thousands via a series of new and existing products'.
"The combination of local, shopper marketing, mobile, in-store radio and video networks has created a fractured landscape of thousands of smart, effective companies and media channels with limited ways to get the attention of, and adoption by, brands," said Rob Gorrie, former CEO of Adcentricity.
"Together with Bee Media, we can now offer an even more powerful platform with the ability to target and distribute addressable content across every digital channel with a location attached to it - including mobile shopping applications, which Bee Media has been quietly building over the past year."

De la pub sur Foursquare dès le mois prochain ?

AdAge has reported that the location specialist will debut a paid-media platform in June that will let merchants promote special deals.
So when users search for local specials, they can see paid ads – and these ads will be targeted using the same algorithms mine users' previous check-ins - and those of their friends - to make the results more relevant.
Foursquare is already working with brands, of course. AdAge cites a previous campaign with Walgreens to embed barcodes that users can unlock by checking in to a store and redeem for savings.
It's also worked with Coca Cola, AmEx and others.However, most existing activity has been experimental. For example, Time Out New York rolled out a Foursquare-powered leaderboard to show user preferences around its Best of New York issue.
This is the first indication of a detailed revenue generating strategy.

Mobile Entertainment - 24/04/2012


Comment optimiser son budget de communication local grâce au mobile

7 Tips for Big Brands That Want to Reach Local Consumers

National brands that add local context to their mobile campaigns can expect to see click-through ratesrise to 5% to 8%, versus 0.6% for mobile display ads without local relevance, while adding something as simple as a local phone number to a Yellow Pages print display ad has been shown to increase response rates by 40%. While there’s little doubt that local marketing helps big brands get noticed, many national companies have been slow to get onboard with these types of advertising tactics thus far. (Thirty-three percent of the top 100 U.S. brands don’t have mobile-optimized websites, and 16% have no mobile strategy.)