The app, which boasts 65 million monthly users, will enable users to select specific organizations that they want to hear from. It’s called “Favorite Brands,” and the first to sign up is Dunkin’ Donuts.
The product is only in beta, but social media marketers can likely imagine its potential. Brand managers can offer location-based promotions for consumers who self-identify as brand loyalists.
The announcement comes at an opportune time—when brand managers are seeking to find ways to push mobile app users into brick-and-mortar stores.
RELATED: Earn recognition and accolades for your PR and internal communications efforts.
The "favorite brands" feature seems better-suited to Waze's more social ethos that's meant to complement the search giant's flagship navigation app. The social aspects of Waze include chat bubbles and statuses that can be posted to streets, as well as crowdsourced traffic incident alerts.
Mobile ads that take advantage of a smartphone's location-tracking capabilities to send people into brick-and-mortar stores are a hot commodity in the online ads world right now as the industry grapples with how best to effectively advertise to people on their phones.
Nick Dunham, director of media for Dunkin’ Donuts, told AdWeek that the feature can help personalize customer interactions:
[It] will give us the opportunity to identify and reward our most loyal customers, adding a layer of personalization and context to our messaging not previously available within a navigation app.
(Image via)
from PR Daily News Feed http://ift.tt/2d7BppA
No comments:
Post a Comment