A closer look at ALikeList
The buzz around the local business review market seems to be friggin out of control these days. I half expect to walk into my local grocery store tomorrow and pick up a copy of the Star with a grainy photo of a Yelper making out with Angelina Jolie on the cover!
It’s not that I don’t think local review content is important, really, it is. It’s just that this type of stuff has to have been some of the earliest content on the Internet, I am sure some of the early messages across ARPANETwere something like “took Molly to Surf Shack on Wilshire after switch testing last night, fish tacos were keen”. It just seems like sometimes it just takes FOREVER to not make much progress in Internet land.
You have to give Yelp a lot of the credit for the current surge of interest, not only is it a pretty valuable service, but the Google + Yelp deal that never happened, and now the Yelp business practices lawsuits have kept them on the front cover of the business section for a while now.
So if you wanted to reinvent this baby one more time, what might you do? Well let’s check under the hood of Alikelist.
Presence at Place of Sale (PAPOS) The New Click Rate?
So if you’ve followed the news in the mobile social networking world recently, first we had people like Yelp introduce “check in” and word that Facebook has the feature on its way, then Foursquare struck a number of big media deals which has kept the mobile location aware world on the front pages of the trade press with thoughts about new ad models focused on cost per check in.
Well after giving it a bit more thought, I’ve come to the conclusion that the industry needs a more broad “presence at place of sale” (PAPOS?) metric that could capture all the events where a person actually walks into a brick and mortar retailer and that action is recorded by any available means.
The PAPOS could then be looped back into the marketing ecosystem serving as the click or conversion rate for all advertising, both on and offline, targeted at driving brick and mortar foot traffic. Read more
What Best Buy Could Do In Mobile and Location Marketing
I was going through my Twitter stream the other day and noticed a few tweets referencing Foursquare involving BestBuyCMO… Foursquare is undoubtedly getting a ton of press these days, and much of it for good reason… it’s new, interesting and fun, and has a lot of potential and implications for marketers… and did I mention it’s getting a lot of press these days.
As cool as FourSquare is, why stop there… Mr. Best Buy CMO, if you’re listening here is what I think would be a more comprehensive way to use mobile and location data in your business: Read more
Foursquare, Facebook, Yelp and the Battle of the Check-ins
In case you missed it a few weeks back Yelp announced that they were adding a check-in feature to their service where visitors to retail establishments can check in and let others know where they’re at, or have been. Well today on the front page of the Silicon Alley Insider is a post reporting that Facebook too is working on a similar feature.
NYC based Foursquare has undoubtedly been the leader in this area and their success seems to be attracting a lot of imitators.
Here are some thoughts on the importance of check ins and the ensuing pile on we’re about to see of folks adding on the feature. Read more
Placecast Teleconference, Mobile and Retailers
I listened in on the Placecast teleconference yesterday, talking about mobile technology driving retail foot traffic. There were some interesting points brought up during the discussion, a few of the most relevant:
- Consumer don’t mind giving away location as long as they get something valuable in return and they gave permission
- Texting is replacing emailing among the younger generation. Like receiving commercial email, receiving commercial texts is not seen as an intrusion as long as it was relevant and consumer gave permission
- In terms of ad delivery, location provides increased relevance… interestingly no one mentioned the consumer predisposition for acting on advertising when out and about… which I think is probably most important
- Going off and building an iPhone app is not for everyone. It’s expensive ($100k is not atypical) and overall smartphone penetration is not at scale. It makes sense for some demos more than others. Good old SMS is cheaper, easier and already at scale.
With respect to mobile meets retail specifically one of the panelists Kathryn Koegel from Primary Impact Research made mention of how consumers were often using mobile devices while IN STORE to get additional product information and reviews and to do price comparisons on the items they were shopping for. Read more
Dodgeball Can’t Dodge the Google Axe
Google announced yesterday that it was laying off a number of under performing application, including the mobile social networking application Dodgeball that they acquired in 2005. If you’re not familiar with Dodgeball it was one of the first mobile friend finder type application that allows mobile users to be able to notify others in their network where they are and when they’re nearby. With Google’s senior management openly talking about how they expect mobile and LBS to be a huge driver of growth, and this early investment in Dodgeball nearly four years ago, at first is seemed a bit surprising to hear that they had not invested any money to grow and build on Dodgeball since the acquisition and are now closing it down. Although the acquisition itself seemed like a bit of a stretch for someone who’s goal is simply to organize the worlds information and make it universally accessible and useful.
In the long run, Google certainly wants to see the market for mobile ‘finding’ and location awareness to move right along, but I suspect that they never really wanted to directly be in the business of running this application. In 2005 I suspect they instead wanted to motivate other market participants to develop more on this front, and keep Dodgeball as a hedge in case the market didn’t act accordingly… and if this was the case, they were certainly successful as this long list of mobile social networking applications will attest to. Google can now sit back and hope that they all adopt Google Maps as the underlying platform, and all will be fine.
What Google should do now is sell back everything that was formerly Dodgeball back to its founders for some small sum, still take the tax benefits on the “loss”, and let the original founders try to take the service to the next level on their own dime… it sure beats shutting it down and will ultimately benefit Google to have the original innovators working hard to continue to develop the service, and letting them pick up where they left off will move things in the space along quicker than making them start from scratch.
Highly doubtful this will happen, because it will look like a “failure” to the rest of the world, but it makes sense to me.
