Much the same way that it reimagined digital map creation all those years ago, Waze now strives to improve the location-based marketing industry through a combination of specialized insights and native ad formats. After years of testing, we’re now able to prove that ads on Waze have a measurable impact on drivers; advertisers see an increase in general brand awareness and navigations to business locations while on the map. But the question remains, what does this mean in the grand scheme of things?
March 24, 2016
One of the most significant benefits of digital marketing is the ability to precisely identify and target the right audience for your brand. Demographic and behavioral targeting continue to be the two dominant types of targeting, but both their prevalence and relevance continue to evolve. The idea that demographic characteristics such as age and gender are the best indicators of whether a person will respond to your marketing efforts is being phased out, notes PR firm Hotwire. Assuming that a millennial must like dance music, emojis, or Buzzfeed is an inefficient way to market. It can also be just plain offensive and may result in your brand being perceived as one that labels instead of understands. The shifting digital landscape can be tricky to navigate, but it also offers marketers some exciting opportunities to learn more about how to precisely target their audience and reach their consumers in surprising and effective ways.
March 23, 2016
Smart marketers will embrace mobile marketing. They'll deliver useful, relevant brand messages with context, which will drive more customers to store, more eyeballs to the season premiere, or increase sales of their new menu items. Their ads won't look anything like right-rails or mobile banners, and they won't be measured by CTR. Consumer attention, followed by budgets, is shifting toward mobile, so it's time to consider how the medium should be used, what makes it unique, and how we can prove it's effective.
March 16, 2016
How often are you given a gift card just for filling up your gas tank? The average 76 customer might (surprisingly) estimate 20 percent of the time. The TANK5 campaign the fuel provider launched in 2014 offered customers a one-in-five chance to win a gift card instantly every time they filled up with eight gallons or more. This marketing case study highlights how the partnership between Waze and 76 was beneficial to both the company and its customers.