@nichole-noel
Active 2 years, 6 months ago-
Nichole Noel wrote a new post, The Benefits of Facebook Global Pages, on the site Nichole Noel – Digital Marketing Professional 2 years, 7 months ago
In my previous post, I shared insights on what it takes to publish apps in a global market1. Brands publishing apps globally probably also have a need to think globally when it comes to social media. Let’s take a […]
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Nichole Noel wrote a new post, Publishing Apps for a Global Audience [INTERVIEW], on the site Nichole Noel – Digital Marketing Professional 2 years, 7 months ago
Interview with Sheryl Olinsky Borg, Digital Licensing & Translation Manager, Merck
When it comes to mobile app development there can be many people and roles involved. To offer an example, I sat down with Sheryl […] -
Nichole Noel wrote a new post, Mobile Location Data for Offline Attribution, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 2 years, 7 months ago
According to a recent study commissioned by Factual, a location data company, almost all marketers are predicted to be using location based data in 2020. Factual says location is a “powerful and important data […]
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Interesting post Nichole!
I didn’t realize the starts were that high for utilizing marketing location data. 84% is a pretty high number but putting that percentage over 90% just by next year is incredible. It could be that I’ve become so accustomed to much of the advertising being posted to me that I don’t notice that its all actually using my location to target me. (It could also be that I haven’t had time to go anywhere in the last few months so I’m just seeing all the same content as well). I was also surprised by Cindy’s post noting that 65% of location advertising is actually outside its target area.
What do you think is causing marketers to miss the mark? Clearly we have the technology to track these things but is it that developers haven’t fully vetted all of the issues yet? There is definitely a need for improvement since so many marketers are using this feature but if it is missing the mark is it really worth the investment?
I’m equally surprised as you are that more companies aren’t using offline attribution for the in store traffic. Again, the technology is out there so why not utilize it? With the millions of dollars being spent on digital marketing each year this seems like an obvious channel to reach its audience. I’d actually be happy if every time I walked into Shop Rite if my phone dinged with a notification of my favorite sales items. I usually try to avoid apps sharing my location but in some cases it just makes sense (plus I already know Google knows where I am all the time anyway haha). Great post and some really surprising statistics. Let me know what you think could be the cause for lack of engagement! -
So a big reason is that third-party data is expensive and collecting first-party data is a massive operational undertaking.
I investigated just this on behalf of a client a few years back. The ask was if we could track the effectiveness of billboards by “counting” the number of people who drove past a board and subsequently (within ~30 mins) wound up in one of our client’s locations.
Securing the data wasn’t the issue, but the pricetag to “rent” the dataset was well into seven figures for just the one project.
Even still, the dataset came with tradeoffs. An active tracking effort like this requires some “always on” ability, so the fact GPS can be disabled limited it’s appeal. Cellular data on the other hand is always enabled and generally has a larger sample, but the precision of the user’s exact location is roughly within a half football field. That’s fine if you’re the only building on the lot, but for a retailer in a commercial district or a shopping center, that’s not very helpful.
We could improve upon the datasets accuracy by either switching our client’s in-store WiFi provider (never going to happen for an ad campaign!) or by installing beacons at every location (we had preliminary approval, but the process stalled out given the sheer scope).
So I’m wagering that the low adoption for attribution has more to do with the complexity involved rather than awareness of the opportunity.
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Nichole Noel wrote a new post, Fighting Childhood Cancer One Post & #OneCupAtATime, on the site Social Media Innovation MIS 5603 Fall 2019 2 years, 8 months ago
Amplifying and leveraging live events on social media was my bread and butter when I was the full-time social media manager for Alex’s Lemonade Stand Foundation. I attended most events in-person (RIP weekends) […]
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Nichole Noel wrote a new post, Paper Manufacturing & Selling Toilet Paper, on the site Social Media Innovation MIS 5603 Fall 2019 2 years, 8 months ago
Not much can be more mundane than paper. Despite that, both paper manufacturer Georgia-Pacific, and Charmin, a popular toilet paper brand, manage to keep things engaging on social media.
First, […]
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Nichole Noel posted a new activity comment 2 years, 8 months ago
What cute pink card! I absolutely would NOT use a bank that didn’t have a mobile app today and I consider a mobile deposit feature key. I was an early adopter of online banking, getting an account at ING Direct, an online-only bank, before it was acquired by Capitol One. I just cannot see going back to a less tech-friendly banking system. The only…[Read more]
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Nichole Noel posted a new activity comment 2 years, 8 months ago
I guess I should have scrolled back further and read everyone’s post before posting myself on Hamilton!! The Hamilton app was one of the first mobile experiences to come to my mind and I just think it’s brilliant. My only worry is I might actually win and then miss the notification like happened to a friend. I’ve since warned all my other…[Read more]
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Nichole Noel wrote a new post, Stealing the Show with Mobile – Hamiliton, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 2 years, 8 months ago
Since Hamilton the Musical opened in Philadelphia a couple of months ago, my office has been abuzz about who got tickets, who saw the show, who is going again … and more recently who entered the daily lottery […]
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I definitely don’t skip school nights. If I win on a Wednesday, I’m going. 😀
Hamilton’s app has made the lottery process easier than for other shows. Honestly, if you want a cheap ticket to any show that isn’t a huge hit, you’d normally go to the box offices for a rush ticket (these are generally people who didn’t pick up their tickets, or obstructed views, every theater has a different policy about when you can buy them). However, if you are generally interested in theater lotteries, I believe TodayTix (and maybe Goldstar) app. There, you can browse available lotteries, which mostly take place in New York. Hamilton is the only show I know of that’s such a draw that it needs lotteries in other cities. This is also likely to keep the show accessible, which is a goal of Lin Manuel and the producers. It would be a pretty negative customer experience if no one without $500+ could see the show.
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Thanks for the post Nichole,
If you haven’t already, you should take a look at Kat’s post on Hamilton from earlier in the week. Tons to react to there plus a bit of back-and-forth in the comments.
Alyssa brought a ton of insider perspective as well, if you’re interested in how all this comes together.
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Great minds think alike Nicole! I have been stalking this app and it’s lottery every day for me to try to win tickets (unsuccessfully, since August). But I keep trying! I like that the app provides me with some insight into the performance, since I haven’t been able to attend yet. The app is a great example of edutainment, the educational opportunities within the trivia, and gamification, the leader board and results of that trivia. It definitely helps to add to the excitement and anticipation of the general public!
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Nichole Noel wrote a new post, YouTube Ads and the Impact of Mobile, on the site Nichole Noel – Digital Marketing Professional 2 years, 9 months ago
Last week, I attended a YouTube event hosted by Google at AdWeek in New York City. The event was largely centered around advertising on YouTube and the many new enhancements and features now available to […]
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Nichole Noel wrote a new post, Raw data, on the site CareCar 2 years, 9 months ago
2008 population census data
2009 population census data
2010 population census data
2011 population census data
2012 population census data
2013 population census data
2014 population census […]
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Nichole Noel wrote a new post, ASOS Wins IG and NatGeo Conquers Facebook, on the site Social Media Innovation MIS 5603 Fall 2019 2 years, 9 months ago
ASOS is a fashion brand headquartered in London that totally wins at user-generated and influencer marketing on Instagram. Their posts absolutely revolve around style and fashion but they do this by […]
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Nichole Noel wrote a new post, Data & Process Model, on the site CareCar 2 years, 9 months ago
The Problem We Are Solving:
The lack of transportation options for people with higher needs (e.g. aging seniors, outpatients, or children) that allows caregivers to feel safe and in control while providing […] -
Nichole Noel wrote a new post, Digital Analysis, on the site CareCar 2 years, 9 months ago
What is CareCar?:
Mobile application available for iOS and Android (Google Play Store, Apple App Store). It allows users to easily schedule rides for their loved ones as well as track and/or watch the ride while […] -
Nichole Noel posted a new activity comment 2 years, 9 months ago
I think you just influenced me to try this!
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Nichole Noel posted a new activity comment 2 years, 9 months ago
P.S., I recently bought a new fridge and every sales rep in the stores we visited said to not by LG or Samsung. I even had a random fellow customer tell me the same thing in the store. We got a GE in the end!
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Nichole Noel posted a new activity comment 2 years, 9 months ago
I, too, was struck by the statement that “mobile applications are for loyalists” – it rang true to me even though I hadn’t really thought about it before.
The app my team developed immediately came to mind. The app is based on our website, which is based on our printed book. The book is a medical reference that is nearly 3,600 pages in print,…[Read more]
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Nichole Noel wrote a new post, (no title), on the site CareCar 2 years, 9 months ago
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Nichole Noel commented on the post, My Interests, on the site Nichole Noel – Digital Marketing Professional 2 years, 9 months ago
Hi Ralph – Great to meet you! Yes, that’s Photoshop Express. A pretty basic app but cool that Adobe developed it. If you click on the icon it will take you to the app in the google play store (I’m team Android).
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Danielle Nagle and
Nichole Noel are now friends 2 years, 9 months ago
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Nichole Noel wrote a new post, Project Proposal, on the site CareCar 2 years, 9 months ago
Project Overview
There is a huge market for ridesharing, it’s currently a $51.3 billion industry, but despite this, it remains plagued with safety concerns.
Additionally, caregivers are losing money. P […]
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