Recent Articles
‘App’lying her talents to the mobile marketplace
- May 23, 2012 4:02 pm
One of our Northeastern University co-ops was featured in NEU’s news! Here is the article: News @ Northeastern by Greg St. Martin | May 21, 2012 – Working both as an Android and iOS developer on co-op gave Elise Murray, CIS’12, more than just the technical know-how to say, “There’s an app for that.” Now [...]
WHERE/PayPal: Innovation Open House
- February 14, 2012 7:40 pm
WHERE would like to invite currently-enrolled students to visit our office as part of Innovation Open Houses on Thursday, February 23rd from 4:00 to 5:30pm. During this visit you’ll meet chief operating officer David Chang, our VP of engineering Greg Warden, other members of our executive team, and some recent college grads. You’ll participate in an interactive exercise [...]
New Whitepaper: Integrating Mobile Into Your Marketing Mix
- February 13, 2012 5:42 am
The growing population of smartphone users is not stalling anytime soon. In fact, growth is slated at over 50% year over year. For marketers, a mobile marketing strategy is no longer a ‘nice to have’, it’s a ‘must have’, and integrating that strategy into existing investments is going to be key to overall success. So how do you add another channel that supports the existing efforts without alienating or overshadowing them and how do you make it all work together in order to reach your goals?
PayPal Open House at WHERE
- February 10, 2012 9:01 pm
PayPal has decided to come to Boston! With the acquisition of WHERE, PayPal is expanding its footprint on the east cost and we need great software engineers. We are changing the future of commerce with lots of interesting projects in the mobile space – native android and iPhone apps, mobile [...]
Take On Showrooming and Sell More In-Store
- February 10, 2012 6:15 am
Showrooming is one of the latest terms in the industry (in fact it’s so new that Wikipedia does not have a definition for it yet). If you are not familiar, ‘showrooming’ is the common act of a consumer visiting a brick & mortar location to look, feel and experience an item in its physical presence. Most often, the consumer is there to simply look at the item and then order it online. Your store becomes a showroom, not a sales floor.
This has become a problem for retailers especially those that do not offer an online presence and rely on the sales that happen in the store. Resources are spent entertaining and providing knowledge to consumers who don’t intend to make a purchase at the location at all.
The major reason for this phenomenon is that consumers are more conscience of price and are more educated on the fact that they have options beyond the item being offered at the price in the exact store they are visiting.
A recent research study by Pew identified that in a 30-day period around the holidays, 52% of shoppers used their phone to perform research while in the store looking at products. And of those that did, 19% made their purchase online, not at the register in the store.
Marketers Want Better Targeting
- February 8, 2012 6:28 am
As a marketer myself, it was interesting to read that marketers are more interested in audience targeting rather than contextual targeting. Are one and two the same? Audience targeting to me is the demographic make-up of the audience. This is where we get into gender, age, household income, geography, etc. Contextual or content targeting to [...]
Super Bowl Commercials Integrate Mobile
- February 6, 2012 1:02 pm
Last night’s Super Bowl marked a turning point in both broadcast and mobile advertising. This change is multi-screen marketing, integrating mobile into other channels like broadcast, print, online and other marketing media. Many brands used Shazam as a way to engage consumers beyond the TV and on the couch. Others incorporated QR codes or check-in [...]
Construction Has Begun on the Bridge From Online to Offline
- February 3, 2012 6:37 am
At one time online shopping and in-store shopping were extremely segregated. There was no overlap and ability to combine one with the other. We didn’t have smartphones and tablets, we had desktop computers and you couldn’t exactly bring them with you to research products, scan QR codes or pay for your items. The line is [...]
With Mobile, The Degrees of Separation Between Brand and Consumer Vanish
- February 1, 2012 6:00 am
This post originally appeared on BizChanger.com on January 11th. Consider for a moment all the various mediums we use to connect and promote our brand with our target audience. We have email, TV, radio, billboards, print media, online banners and events to name a few. Have you ever thought about the degrees of separation between [...]
Relevancy = Higher Performance
- January 30, 2012 6:00 am
Alignment of advertisements with relevant content is not a new concept to marketers. In fact, we have been doing this for years across many types of channels. – We place billboards in areas that are highly trafficked by our target audience or in strategic locations that are relevant to our business. – We work with [...]