Geo-fencing. Showrooming. Local-mobile-social. Those are the buzzwords cropping up increasingly among marketers attempting to build connected brands with mobile consumers. At an eMarketer breakfast on Sept. 19 (where I’m blogging and tweeting live), eMarketer CEO and co-founder Geoff Ramsey provides a quick overview of ways that brands can use location-based marketing to build closer relationships with consumers who use location-based services, such as Foursquare and Yelp. His main takeaway: If you want to build your brand with the mobile consumer, don’t offer a cute gaming experience—provide valuable content like offers and promotions. Here are his tips (he provided seven, but
You know what’s cool? A billion. Users, that is. Having passed the $1 billion revenue mark some time ago, Facebook is now closing in on 1 billion users. The company claimed 800 million users in September, so it’s not surprising that claiming membership of one-seventh of humanity is now within the social network’s grasp. According to Gregory Lyons, a senior analyst at iCrossing, Facebook will reach the milestone in August.
Google's not the only engine that's now mixing social media content into the search results page. At press time, Yahoo! and Bing were integrating Facebook and Twitter posts; Google was doing the same, as well as pulling content from MySpace.
Hearst Corporation and iCrossing today announced an agreement for Hearst to acquire iCrossing, one of the largest independent digital marketing services providers in the world. The announcement was made by Frank A. Bennack, Jr., vice chairman and CEO, Hearst Corporation, and Don Scales, president and CEO, iCrossing. Scales, and all key members of iCrossing management, will continue in their present roles following the transaction's close. The closing is subject to regulatory review as well as other customary conditions. Financial details were not disclosed, as both companies are private. [Editor's Note: Media sources are reporting the sale price as $325 million.]
In the past year, Bank of America has secured more than a few No. 1 positions. First, in early 2006 it purchased MBNA, making it the largest issuer of credit cards. Next, it acquired U.S. Trust from Schwab, garnering the title of largest private bank in the United States. And then, just a month ago, it scored a victory that CEO Kenneth Lewis has been aiming for since taking the company’s reins in 2001: Bank of America passed rival Citigroup to become the largest U.S. bank based on market value. These developments have prompted financial expert Michael Sivy to predict that the Charlotte, N.C.-based
A New Acquisition Tool Donnelley Marketing, an infoUSA company, and provider of proprietary business and consumer databases and sales leads, has launched SalesGenie Pro, a fully-supported, turnkey application for new customer acquisition for Fortune 1000 companies. Internet-based, SalesGenie Pro offers customer file maintenance and cleaning, as well as access to the Donnelley business file. Client files are securely stored, while offering instant file access to query, count, analyze and extract records for retention campaigns. For more information, visit www.infousa.com. Smooth E-mailing Abacus, the Lafayette, Colo.-based marketing solutions provider, has launched Abacus Email. The solution is designed to help marketers maximize the e-mail marketing channel by
By Irene Cherkassky and Jeffrey Lattner Marketing know-how and technical savvy combine, bringing the Web closer to a one-to-one experience. In just a few short years, Web personalization has transformed from a novelty into a discipline. Although many marketers still are new to the intricacies of personalization, the promise of achieving a truly one-to-one dialogue with customers is driving both strategic and technical e-commerce innovation. Back to Basics Optimizing personalization on the Web is more than seeking out the latest technical bells and whistles. In fact, effective personalization is grounded in the basics of good marketing techniques. "Personalization has moved [away]
I cannot count the number of times I've used the word "personalized" to describe a direct marketing campaign, particularly direct mail efforts. It's only been within the past few years that I've begun to differentiate between personalized—meaning the use of a person's name and identifiable information to address him or her—and customization—the use of that same information to actually target the content strategy and particular offer made within a campaign to each individual promoted. And I'm keenly aware that my action is being driven not only by the rise of more sophisticated forms of digital printing but by the incredible power of the