637: Creative Ways to Find Potential Customers Using Offline Behavior w/ Rob Emrich

ABOUT THIS EPISODE

In this episode we talk to Rob Emrich, CEO at Gimbal.

LinkedIn: https://www.linkedin.com/in/robemrich/

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the BETB growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Rob Emrich. He is the CEO at Gimbal. Rob, how you doing today? I'm doing great. Thanks for asking. I'm excited to chat with you today. Rob. We're going to be talking about marketing and advertising role in a mobile first world today, but before we dive into that, I love for our listeners to just have a little bit of context as to why you're the guy to be talking about this. So you can you can you tell the folks listening just a little bit about Gimbal and what you guys are up to over there? Sure. So gimbal is really the combination of a company that I founded in two thousand and eleven that was called the mobile majority. That was a full stack media and add tech platform really based around solving mobile advertising. GIMBAL was a separate company that was incubated within qual calm. It was originally called qualcom retail solutions and then spun out of Qualcomm in two thousand and fourteen and we acquired it in late two thousand and sixteen. So it's really a merger of those two companies and I think historically when people thought about Gimbal they thought about beacons, because quall calm was the originator of Bluetooth low energy beacons, which is, you know, a part of the history of our organization in our company. But really the way we think about beacons and is how they relate to...

...phones and how the interplay of those two generate relevant data from a marketing and advertising perspective. So that's the quick history of our company and and how I'm here today. I love it so, rob we're going to be obviously talking about mobile first. What's marketings role in that? And as we're talking about this offline, the first thing that came to mind for you said something about the phone bridging offline and online world's. Can you elaborate on that a bit? Sure. So before this company I've had get this is this is my sixth company, and two of them before this were in the ECOMMERCE space. One was a marketplace company. So I got from that experience. I started to understand marketing and advertising as a buyer of marketing and advertising, and I really began to think about the online and digital ecosystem. And I think one of the more interesting things about sort of the rise of Google the rise of Amazon, Google being a marketing and advertising company, at least that's where all their revenue comes from now, and Amazon being an ECOMMERCE company. You know, these are two of the largest companies in the world at this point. I think that what's interesting to think about is, you know, why did they grow? One reason that they grew was because our human behavior went from into a new world, into the digital world. That certainly one reason, I think, that you can attribute to their growth. The other is that with digital marketing, the you know, the reason that Google is successful and the way that Amazon grew, you can have very defined our lie and that's something that I learned as any commerce seeo and again, primarily as a buyer of marketing, is that in the online and digital space we use cookies, we use pixels that end up being digital artifacts to really understand behavior online and...

...to the extent that a marketer understands those sort of mild like those guide posts and milestones in what a person is doing online, they can build programs, whether they're around search or display or whatever it might be, that show a definitive Roi for different digital marketing channels. And so when marketers can really close that loop between targeting and attribution to understand which channels are performing, they can accelerate growth much faster than perhaps an offline company. So the way that I think about what we do as a firm now at a very high level, is that we are defining what those digital artifacts are for the real world. And when you think about the real world, the physical world I think about now, I think about people and places and things, and so we think about people as being defined by their phone, for reasons that I think are probably obvious to all of your listeners already. You know, you always have your phone with you, or almost always have your phone with you. It's acting as an incredibly robust sensor for what's happening around you. We think about places in terms of the actual geographic boundaries of those places, so using our beacons and or GPS in or Wi fi to create geofences. And then we think about things as really biot. So we happen to be one of the there's three protocols for Bluetooth low energy transmission. One was developed by ball com, is now gimbals, the first and then came Ideacon, which is apple, and after that was eddystone. So we're very lucky in the sense that we are part of sort of the OS level, at least in the bluetoflow energy space, and that helps us define, you know, things, because really anything with a chip and a source of power as the ability to broadcast...

...our bluetooflow energy signal and it's something that we can use to understand how people, through their phones, interact with things. So those are sort of the digital artifacts that we look at. We really help marketers and advertisers define those milestones, those guide posts in the real world, and so I think about our beacons very similarly to the way I thought about conversion pixels in e commerce and probably the way that a lot of your listeners think about their digital marketing efforts, and so I think what's exciting about, you know, understanding how to bridge these two worlds is great marketers, that most clever marketers are able to find signals of intent. You know, that is targeting from non obvious sources, and so I view our platform as a way for clever marketers to have an advantage over other marketers. You know, we can't guarantee that their assumptions will be correct about what will drivers alter what might not drive results, in the same way that Google can't guarantee which keywords will perform. But if we give you full transparency to determine what your are Allie is, it really changes the game in terms of being able to identify a new category of You, as I said, those milestones from the physical world and use those as for targeting and for attribution. So I hope that wasn't you have that. Is there a it's there a particular use case that you could walk us through to give us an idea? Maybe what's one of your current customers or a story that you could share that kind of maps back to that first so you know, we have some huge customers now, which is we're again very fortunate that some of our early customers took the lead, customers like City Bank in the financial sector, which we're growing in pretty dramatically, shopper marketing firms. Meant many of our current customers are more on the beat to sea side,...

...and I know that your audience is more beat of day and I think that marketing on a BETOB level it takes even more creativity sometimes. But to give you an existing use, excuse me, an existing use case on the B to seaside. Let's this is not a customer, but I think it will help drive the point home. If we talk about you know, how would you market pizza bites in a way that is that you can define how successful a campaign is in the same way that you could define how successful a search campaign is. So if you're an attorney and you you have figured out that MES Athe Leon is a very high value keyword, the five thousand, you know you're willing to pay five hundred dollars or five thousand dollars for a click because it's worth so much more to you. What we do, for what we would do for a company like Pizza Bites, is to say, why don't we begin to have a very robust system using if then terms or if then statements that allow you to create essentially targeting statements and measurement statement? So, for instance, if Pizza Bites wanted to get let's say a higher income demographic, they may give our platform instructions that says the target people who live within the following zip code, that is, that's chew's above average income. Then, once you know those devices, you know sort of mapping again the physical world to the digital world. But once you've identified those devices, show them a video add for pizza bite, because we now know the device idea, we know where that person lives. The last part is to say, did that person go into a grocery store? We can know that by the Geo Sense. And then we can say did that person actually dwell in front of the pizza bite section, in the refrigerated aisle or in the freezer aisle,...

...because we have a beacon that is gives us hyper precise location there and we can say they were there for four minute. So we know that our video was able to at least make a consumer take a look and that it costs around a dollar and twenty five cents to get somebody to really take a look at buying pizza bites. Now, if we work with some of our other partners, we could say, based on sew level sales, were we able to move the neal from an actual sales perspective, not just to get consideration? What's exciting for me is that those are all use cases that are developed by our customers, because they're more clever, because they can figure out an angle that another marketer may not have already figured out and can continue to sort of push the limit by using these offline data sources for the purposes of digital marketing, but offline sales. And that's the bridge that I was talking about. So I think where I'm excited about the future of our company is that as big as Amazon is, as big as Google is, as big as the digital world has gotten this year, still only accounts for around eight percent of all commerce. It's not likely in our lifetimes that online commerce will eclipse offline commerce completely. I think that there's more of a blending of those two. That's a maybe a different podcast, but that's what we do. That's what I mean by sort of bridging the gap between online and offline world. Okay, so's we're talking offline rob obviously that everyone listening to this is in a be tob context, and you hadn't to give you a couple different websites. You know, some of our customers that are that are be tob and as we were talking through them, we decided we were just going to kind of do a live so to speak. This isn't live, but we're going to talk through, you know, two different suitefish customers, helix education...

...and seismic software, to just get your thoughts, you know, from a targeting perspective, not so much attribution. You touched on targeting and attribution there with the pizza bite story, and I think that's that's super viable. But from a targeting perspective, when you look at Helix Education, as I'm, you know, looking at their website right now, it's higher education deserves a better enrollment growth partner. So their buyer is in the higher ed space. They're at a university and they're trying to get students to stay longer and to attract new students to their university. How would you think about targeting for a BDB company like that? Yeah, I think that's a great question. So let me let me just make sure I understand a little bit more about what he looks does. First, so it sounds, and I always like to start with the goal, right. What it what exactly is that customer trying to accomplish? How do they generate positive are alive? And so it sounds like they have a product that helps individual or specific universities drive enrollment. So it's sort of a train the trainer, our help that helper type of a model. But nonetheless, the way that I would think about it is to really go go to what the goals are for that university and so for Helix to begin to think about what are people doing in the real world that are very strong signals that they may be good candidates, high like likely to be interested in the universities that helix is running programs for right. So, in the same way where, if you think about what happened with Google and why do Google so grow so quickly, and you know, perhaps why do you marketers want to buy advertising to bring March Madness based on demographics? What are the things that we know about the customers, the end users, these potential students from these universities that will generate a very high rli. So, for...

...instance, if, let's say one of their partners schools was a technical college that taught people how to do, I don't know, Auto Heck, I don't know. I really don't know what their specific universities do. Is What they choose me might do. But if they find a way, if they find a strong signal, that is like, you know, finding people. I'm just again riffing on this university theme. Finding people who are frequently at spend at least five minutes, once every other week at an auto zone or name five other auto retailers. Those people have a much higher chant of being interested in becoming a car tech. You could go a step further and say now limit that universe to just people who are living in places that have that are likely to be for people who skiw younger. That perhaps also add as a targeting parameter. Then spent spend time going to the library. So the way that I think about our platform and how mobile can be effected is there are so many more options to target a person and for a clever marketer to find something that's not obvious like that. That idea of we found that people are spending x amount of time at the library are better or ten times more likely to want to enroll in in this auto training university. That becomes a very valuable test that they've done and we can show them through attribution and device ideas, which of these students converted. Perhaps we're doing our attribution on a crn basis where we align names back to a device idea. So those are some of like the you know, they take some time to get set up, but once you've made that investment you can really drill down on marketing to...

...understand what's working and what's not. So I think that would probably be a good idea for one of their or a good example, I should say, for one of their end users, on how they might get value or how we might help Helix provide value to their to their partners. That makes perfect sense, rabbi. I love just seems like the world of opportunity that opens up to you and you start thinking about the offline. You know things you can do offline with geofense technology and different things like that, instead of limiting yourself to only tracking digital behavior. Looking at the offline component just it could almost be overwhelming to think about how many possibilities there are, and so I love you know, but the creative marketer is already thinking that way. I love that example. Rob This has been really, really helpful. If there's somebody listening to this they want to stay connected with you or they want to learn more about Gimbal, what's the best way for them to go about doing that? Yeah, I think hitting up our website, gimbaltcom, Gim B ALCOM, is probably the easiest way. There's a contact US button. You can hit me up on Linkedin or or on our website or on twitter or whatever it might be. I'm, you know, very interested always in sort of brainstorming way of potential cust summers and others about how we can use a lot of the these sort of new again digital milestones along the way to help improve outcomes and make marketing and advertising far more efficient. Wonderful, rabble. Again, thank you so much for your time. This has been fantastic and I really appreciate him. All Right, I appreciate you taking the time and look forward to the being of help to your listeners. There are lots of ways to build a community and we've chosen to build the beady growth community through...

...this podcast, but because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time.

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