Lles commerçants locaux encore frileux face aux possibilités du marketing mobile !

les commerçants locaux restent frileux dans leur approche du média mobile. ils sont encore assez peu à être convaincus de son efficacité ! Et pourtant...

New research out from Network Solutions and the University of Maryland suggest that small business owners still prefer so-called “tried and tested” marketing channels like direct mail over mobile marketing solutions, even though most ” fully understand the many benefits of the mobile channel.”

According to the study, entitled the “Small Business Success Index,” almost three-quarters of smaller firms recognize that text messaging and location-based marketing solutions can drive sales, however just 15% of owners consider mobile marketing to be “extremely” or “very” valuable in reaching new prospects and a fifth felt it was only “somewhat” important to their direct marketing strategy.

In trying to explain why they don’t utilize mobile campaigns, 20% of small businesses argued that it wasn’t a “mature and proven” area for investment, with most preferring direct mail solutions. While I understand the notion of small business owners thinking the mobile channel isn’t “matured” to the point of traditional marketing channels, the lack of it being proven is up for debate. There’s been countless success stories and the fact that nearly every major brand has some form of mobile strategy should speak for itself.

Small business owners work on much smaller budgets than large-scale national brands, but hyperlocal campaigns is where mobile shines equally as bright. I understand that business owners see mobile marketing as a gamble, but I think it largely comes down to a lack of understanding and overall knowledge of just how effective and efficient the channel really is.

Justin - Mobile Marketing Watch (May 2011)

Et si Groupon devenait une régie publicitaire mobile géolocalisée

Un deal avec Loopt et bientôt avec Foursquare, Groupon accède à un vaste inventaire local
Le très bon article de BI sur le sujet

http://www.businessinsider.com/groupon-mobile-ads-2011-5?utm_source=Street+Fight+List&utm_campaign=b832353439-Street_Fight_Daily5_24_2011&utm_medium=email

Chez Pages Jaunes le mobile c'est 13% de l'audience web

Une interview de Julien Billot dans ZDnet
PagesJaunes élargit encore son périmètre sur la toile. Après les renseignements (service éponyme) et les cartes (Mappy), le groupe s'attaque aux images de villes avec son nouveau service UrbanDive.
la suite ici :
http://www.zdnet.fr/actualites/julien-billot-pagesjaunes-avec-urbandive-nous-completons-notre-strategie-autour-des-medias-locaux-39760889.htm

une levée de fond massive dans la publicité géolocalisée aux US : Jiwire

Location-Based Mobile Advertising Company JiWire Raises $20 Million

Exclusive: Location-based mobile advertising company JiWire has raised $20 million in new funding led by Trident Capital with Comcast Interactive Capital, Draper Fisher Jurvetson, Panorama Capital, and Norwest Venture Partners also participated in the financing. With the current funding, JiWire’s total capital raised to date is $45 million.
JiWire offers a highly targeted, location-based advertising platform that runs across Wi-Fi and mobile for devices such as iPads, smartphones and laptops. Through partnerships with more than 40 public WiFi networks, 30,000 venues and 60 airports, its ads reach more than 40 million people a month. JiWire also has advertising relationships with more than 200 location-based mobile applications.
On the advertising side, the company has partnered with a number of companies to connect these brands with its massive consumer reach. For example, JiWire announced a deal with Groupon to offer location-based deals at a hyperlocal level. Other brands using JiWire include Hewlett-Packard, Ritz Camera and Clinique.
Last year, JiWire acquired location-based mobile shopping platform NearbyNow, which allows brands to show products within an app or an ad and confirm availability of the product in the actual store. The company then integrated this technology into its own ad platform.
JiWire’s CEO Dave Courtney tells us that the new funding will be used to towards development of new ad technology and products, acquisitions and international expansion (the company entered the U.K. last year).

Source :  http://techcrunch.com/2011/05/06/location-based-mobile-advertising-company-jiwire-raises-20-million/

Ebay entre dans le marché de la publicité locale avec l'acquisition de Where.com

eBay Acquires Location-Based Media And Advertising Company WHERE

eBay has acquired location-based media company Where.com, the ecommerce giant tells us. Financial terms of the deal were not disclosed and the acquisition is expected to close during the second quarter of 2011. UPDATE: Boston Innovation says that the acquisition price is $135 million but this is unconfirmed.
Where, which has raised nearly $20 million in funding, builds location-based mobile apps across every major mobile device platform—including Android, iPhone, and Blackberry—and boasts about 4 million active users a month. The apps show local listings for restaurants, bars, merchants, and events, and also suggests places and deals for you based on your location and past behavior. Last year, Where acquired daily deals site Local Ginger, which is now WhereBuys.
Where also offers a location-based ad network, which allow advertisers to show their mobile ads only to people near their store, or perhaps near a competitor’s store (after the user opts in to see these types of ads). Currently, more than 120,000 retailers, brands and small merchants use Where’s network daily to reach new audiences and deliver real-time foot traffic to their doorstep.
The company will report to the PayPal business unit. PayPal spokesperson Anuj Nayar tells us that the reasoning behind acquiring Where focused on the Boston-based company’s talent, IP and technology. “Ebay and PayPal are both investing in multi-channel commerce and the online to offline experience,” he explains, “this acquisition represents that.”
WHere will continue to operate independently but eBay and PayPal are both looking for ways to sync the technologies. PayPal will be integrated into Where’s mobile app as a payments mechanism for its local deals, says Nayar.
It’s not a surprising buy for eBay considering its massive push into local commerce and online to offline shopping. The company bought Milo and quickly added its local product results to its mobile apps and search. And eBay bought barcode scanning app RedLaser to add the ability to scan products at a store via its mobile apps and look up results on eBay properties.
What’s interesting about the deal with Where is that the company reports into PayPal, which signifies the payments unit’s push into local and location-based payments as well. Where was also granted an important patent late last year relating to geofencing, which covers 31 claims ranging from sending an alert to offering a coupon when somebody crosses a geofence with a mobile device. Where had a number of ways it was planning to incorporate geofencing, but it’s interesting to see eBay and PayPal invest so heavily in a location-based service.
Clearly, eBay is moving into the direction of serving geotargeted ads and offers. With Paypal, they will have the ability to close the loop and purchase items as well. Theoretically, eBay can now track mobile ads from impressions to purchase. That’s pretty powerful considering the massive market size of both mobile advertising and mobile e-commerce.

Source : http://techcrunch.com/2011/04/20/ebay-acquires-location-based-media-and-advertising-company-where/

Peugeot va lancer une campagne géolocalisée sur mobile

Le constructeur va lancer une campagne mobile qui s'affichera à proximité de l'un de ses 482 concessionnaires.

Peugeot va prochainement lancer l'une des premières campagnes publicitaires géolocalisées d'envergure en France pour faire la promotion de son modèle RCZ. Les publicités du constructeur seront diffusées aux possesseurs de smartphone passant à proximité de l'un des 482 concessionnaires de la marque dans l'Hexagone. L'objectif de cette campagne est de générer du trafic en concession et des essais du véhicule.

Ce type d'expérimentation devrait permettre d'apporter quelques réponses au marché concernant les performances de ces opérations très "hype" mais dont l'efficacité n'a pas encore été démontrée. Aux Etats-Unis, Applied Predictive Technologies, qui gère l'activité de data analytics pour des entreprises comme Starbucks ou Subway estime que ce type d'opérations permet en général de générer environ 2 % de chiffre d'affaires en plus lorsque elles fonctionnent correctement, rapporte "Fast Company".

Publié par le Journal du Net le 14/04/2011

L'Internet mobile est enfin utilisé en situation de mobilité

La mobilité Internet entre dans les habitudes des Français. Pour la première fois cette année, ils se connectent davantage à l'extérieur de chez eux depuis leur téléphone portable, selon l'Observatoire de l'Internet mobile, réalisé par l'agence conseil GroupM et la régie publicitaire de SFR. Les transports sont devenus le premier lieu de connexion des mobinautes (61 %), juste devant le travail (59 %). Le domicile vient ensuite, cité par 55 % des mobinautes.

Plus mobiles, les possesseurs de téléphones multimédias se connectent plus souvent. Plus d'un tiers surfent sur la Toile une fois par semaine au moins. Un mobinaute se connecte en moyenne 3,4 fois par jour, soit deux fois plus qu'il y a un an.

Le développement de ces usages est alimenté par celui des smartphones. Ces téléphones représentent 38% du parc mobile, contre 18 % l'année dernière. Une proportion qui atteint 86 % chez les jeunes de 16 à 24 ans, dont un sur trois se connecte chaque jour.

Source : Jdnet 06/04/2011