In the era of “near me” and “micro moments,” immediacy and context were what customers demanded of brands. But customers are getting smarter, and they now also require smarter ways of navigation to places of interest, and all this rests on location data (often crawled real-time or crowdsourced). Below are three ways maps technologies are getting smarter and how brands must follow suit.
When Apple Maps launched back in September, 2012 with the release of iOS 6, it was considered inferior to Google Maps by many users. Over the following years, Apple Maps has struggled to catch up to Google, but with the release of iOS 10, it seems like Apple Maps is reaching a point where it is worthy of competing with Google Maps. While Google may still hold users’ favor, Apple has recently made some significant changes to its UI and functionality that are worth considering. Here are three Apple Maps upgrades that could make it the go-to for iOS users and make it an essential to your location data distribution strategy.
With the release of Apple’s iOS 10, brands will find that the new operating system is increasingly focused on location through artificial intelligence and machine learning. Google announced back in May that upcoming products would center on voice search and personal assistants that predict a user’s daily needs and allow them to focus on more important things. The focus on growing Siri’s ability shows that Apple is similarly focused, while perhaps differing with a heavier concentration on mobility as it relates to the local user experience.
Within the past month, Google and Apple have both hosted annual events to announce upgrades to existing products and showcase some exciting next generation technologies. These technological innovations aim to enhance the customer experience through several user and location data-centric capabilities like voice-search and navigation. For advertisers, these are competitive areas in which we must take advantage.
One of the most consistent digital marketing trends today is the growth of large search engines and mobile providers finding ways to garner the attention and loyalty of connected customers. With the end-all-be-all of Mobile, Apple and Google in particular have pulled their weight to divide users between searching through apps and mobile browsers(respectively), and even more recently---through maps. The creative approach that both of these maps providers are taking is digging up valuable data for users like never before. And for brands, that means that the need for accurate and consistent location data just got even more important.
At Where2GetIt we were intrigued when Apple announced Apple Pay in September of this year. Combining mobile and the ability to transition in-store payments with just the wave of a smartphone? It sounded right up our alley, especially since we are always on the lookout for how technology is improving local search, multilocation businesses, and all things digital.
An article was released this week in Street Fight announcing that Macy’s will be adding over 4,000 beacons to their stores across the country. They’ve partnered with Shopkick–a retail shopping app–to utilize the same beacon technology that Apple first introduced in 2013. ShopBeacon, their built upon version of Apple's iBeacon, "will allow Macy's to market at a more regional level before quickly tailoring data toward hyperlocal, personal marketing...(and) will allow for increased consumer engagement and promotional and marketing relevancy that will benefit customers nationwide."
Yesterday, we (and much of the rest of the world) were glued to our screens to find out what Apple’s big announcement was. The iPhone 6 was revealed, along with a host of other features and devices that piqued our interest.
Last week we discussed how the face of Local and Social Search may be changing as new apps and platforms are developed to create highly personalized search results. But what goes on once we’re through the door of brick-and-mortar locations might be changing as well. Case in point, the “beacon” and its ability to facilitate mobile communication with customers while they’re in your store or location.
Beacons—small pieces of hardware that use Bluetooth Low-Energy (BLE) connections to “talk” wirelessly to your devices—automatically activate merchant advertising, coupons, announcements, payment services and general interactions on a user’s device as they move within a set of boundaries.
This week, we are excited to feature a guest blog post from Patrick Cuttica, a Social Media Marketing Specialist at SocialKaty, Inc. Patrick weighs in on mobile apps, mobile marketing & the entire mobile ecosystem. Follow Patrick on Twitter at @PCutty.