How are personalization and localization defined by the world’s only restaurant ecommerce platform founder, Redbox’s VP of digital marketing and a programmatic designer? And how do these insights form “contextualization,” the core concept of a new generation of marketing? A CONNECT 2014 Mobile Innovation Summit panel presents the emerging opportunities for brands and consumers behind the frontier science of mobile technology.
Brands will be doomed to the limitations of a fading marketing paradigm without a strategically planned shift into mobile tech’s core concepts of personalization and localization, according to the noted expert panelists at the upcoming CONNECT 2014 Mobile Innovation Summit,
In the rapidly evolving world of mobile tech and consumer expectations, there are no other insights more central to discovering how to connect with the 82 percent of US adults who own smartphones1 the 73% of US customers who prefer to receive offers via mobile2 and the 91 percent who keep their device at arm’s reach.3
For restaurants and retailers trying to decide where to invest marketing dollars, a Flurry Analytics4 report shows 86 percent of the time smartphones are in use, owners are operating mobile apps. And with 9 out of 10 mobile searches prompting action, and more than half leading to sales5, the potential to drive revenue is exponential.
How tied to revenue generation is localization? According to JiWire, 75% of mobile users are more likely to take action after seeing a location-specific message.6
Personalization + Localization = Contextualization
For David Bloom, CEO of Ordr.in and CONNECT panelist, personalization and localization translate into “contextualization.” Ordr.in is the world’s only open restaurant ecommerce platform, with clients ranging from Yelp to Ruby Tuesday. The company has been featured in Entrepreneur’s Brilliant 100 and the Silicon Alley 100.
“Localization is about helping customers to get information when they are in a magic space, like wherever they are walking down the street. Personalization is presenting information that recognizes who they are. We think of this as ‘contextualization’ – which is the next generation way. The same merchant has different customers who are all going through different contexts. The merchant who can best address those contexts will have the best connection with the customer in that moment,” said Bloom.
Mike Wokosin, vice president of digital marketing at Redbox, brings his ground level of insight into personalization and localization to the CONNECT panel. With 35,900 locations nationwide, more than 68 percent of the US population lives within a five-minute drive of a Redbox kiosk.
“Personalization and localization for us is really important in a world where our product literally changes every week. The ability to deliver to people the content, whether that is a movie or game that they are most likely to rent, creates a higher level of engagement in a one-to-one virtual conversation, as well as stream lines the checkout process,” said Wokosin.
“Those nuances, from a commerce standpoint, are really important to us. Personalization and localization, as providing context and creating ‘contextualization,’ helps us to understand how to speak to our customers. I love the terminology,” said Wokosin.
How Mobile Apps Create Context: The “Real Magic”
How is emerging mobile technology able to provide these crucial insights into a new paradigm of “contextualization?” Programmatic engineer and CEO of RTBiQ, Richard Lowden, also a CONNECT panelist, shares a few of the myriad pieces of data that coalesce to create the nearly infinite marketing possibilities of this “frontier” science.
“In the past, a lot of advertising has been based on a one-dimensional context. With the layers of geography, weather and a history of preferences, we have a potential for having a bigger impact on the consumer’s plan for the day,” said Lowden.
“All advertising is consumed locally. The problem with the vast majority of other mediums is that they have no idea where the consumer is. If you run a national television campaign, they can’t tell you where the person is while they are actually viewing the ad. And the reason why that is important is because, if you think about it advertising IS communication and anytime you have communication based on a common reference point, that communication is most likely to succeed,” said Lowden.
In creating a model for the marketer to interact with the user, “The number of dimensions or pieces of data you take into consideration are non-personally identifiable: what kind of device are you on, time of day, day of week, weekend versus weekday, how they are connected to the internet, Wi-Fi or the internet, geo-location? We also know where the device is, we know what zip code it is in. Because we understand that, we can integrate the weather,” said Lowden.
“With knowing the zip code, you also know what is the average income in that area, average house price, likely political aspect, demographic, socio-economic. All of this is publicly available information by government agencies. So the real magic is to try to take advantage of all of this information in a short amount of time in a very specific context,” said Lowden.
CONNECT Mobile Summit: An Opportunity For Dialogue Around Emerging Technology
Lowden, whose experience includes driving record-breaking revenue in world-leading media and advertising organizations, including The Weather Company and the Weather Underground, says he is looking forward to the interactive possibilities with the audience at the CONNECT 2014 Mobile Innovation Summit.
“We look forward to being on this panel to share thoughts and ideas and have some conversations, as there is still a lot to figure out about how marketers can take advantage of it. As a brand, your customers have spoken and they want to engage with your brand through a mobile device. If you don’t provide a great experience for them through their mobile device, your competitors will, “ said Lowden.
While the science of mobile technology continues to emerge, many cutting-edge possibilities are already found in AppSmyth’s scalable, modular platform that incorporates “contextualization” into a branded application specifically designed to boost revenue for restaurants and retailers. AppSmyth’s leadership in the restaurant industry’s push to implement mobile technology was featured in Franchise Times in May 2014.
“There are two problems faced by brands that AppSmyth solves: we make it easy and cost-effective to get your brand mobile, and we use that mobile enablement to drive revenue in a measurable way,” said AppSmyth CEO and CONNECT panel moderator, Jonathan Roosevelt. “We create a utility program that allows the brand to meet the customer across a full spectrum of capabilities, or contexts, and then we help you build a relationship that is driven by a deep understanding of the customer’s preferences and buying habits.
“This is the power of our back end analytics platform, where you can pull out people based on the buying behavior captured through the mobile device. If you can use a mobile app to create a deeper brand affinity, you’ve achieved something important,” said Roosevelt. “We look forward to sharing our insights and answering the CONNECT summit audience’s questions.”
AppSmyth’s modular platform allows restaurants and retailers to quickly and easily launch their branded mobile presence choosing from a menu of configurable features. AppSmyth’s advanced customer dashboard manages all mobile communications while providing deep customer insights and driving sales revenues. AppSmyth’s scalable cloud platform offers fast implementation and zero upfront expense for a branded mobile app that provides unprecedented insights and increases same store sales.
1. Pew Report 2010
3. Morgan Stanley
4. Flurry Analytics
5. Search Engine Land