Imagine you finish up a run, tweet about it, and then,minutes later, see an ad for a refreshing beverage. If you think it's coincidental, it might not be. Brands are already reading tweets and serving ads based on what's written to people on mobile devices, and the practice is now set to expand to desktop too.
Soon, big brands like Coca-Cola, Verizon, Nike, and L'Oreal and others will start serving ads targeted to what consumers are saying in social media. These brands and others have teamed up with New York City-based LocalResponse on what it calls ᾿ social intent marketing῀ ,which means ads that respond to social media conversations in real-time.
LocalResponse intends to give companies an easier way to advertise to the people posting messages and pictures online from and about their businesses.
A New York start-up has figured out a way to aggregate social media check-in data so that advertisers can then interact with those users.
LocalResponse will tailor a campaign to your company’s specific marketing goals and then monitor Twitter for check-in data from location-based services like Foursquare, Loopt, Instagram and Yelp.
[LocalResponse] collects check-in data that’s both “explicit” and “implicit,” meaning there are Foursquare and Yelp check-ins, but there are also indirect check-ins such as mentions, photos and geo-tags on other social networks. In other words, if you make your location known publicly online, you’re ripe for a LocalReponse ad.
Smart companies like LocalResponse understand the resulting data and harness it to create powerful, relevant marketing.