Navigating Destination-based Marketing

Navigating Destination-based Marketing

Waze and Google Maps are setting their sights on destination-based marketing.

Destination-based marketing allows mobile marketers to reach consumers on-the-go with location-based advertising. With store visits on the decline globally, retailers and restaurants need a new way to drive consumers to their storefront. Sponsored locations and paid listings populate when people use the app to find nearby businesses, such as gas stations, coffee shops, or restaurants.

Waze parent company, Google, has been testing variations of advertisements within Google Maps for years. In a recent interview, Google’s business chief, Philipp Schindler, noted four key areas of map-based advertisements:

  1. “Basic directions are a ‘utility’ that can’t be messed with much.”
  2. Requests for stores nearby
  3. Personalized recommendations
  4. Searching neighborhood business listings

According to Facebook, 60% of people trying to decide where to eat are exclusively using their mobile phone to search for options. Further, 75% of those respondents had yet to decide where to eat when they started their search. This data strongly suggests that advertisements on Waze could help drive restaurant patronage.

“Ads on Waze last year generated more than 7.2 million navigations to local U.S. businesses, about 20,000 a day. Campaigns on the app boosted visits to retailers by 38%, fast food restaurants by 36% and gas stations by 35%.”

Learn how to navigate destination-based marketing at Marketing On Tap Thursday, September 26 at Harvest Moon Brewery in New Brunswick. Network and nosh with New Jersey’s top marketing professionals while learning from destination-based marketing expert, Stephanie Fleischman from Waze at Google.

Stephanie Fleischman is a Product Marketing Manager for Waze at Google, with over a decade of experience in digital media and advertising.

Marketing on Tap is sponsored by Rutgers Business School Alumni Association.


Mobile Marketer


Author: Cassandra Boyce

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