Nathan’s is overhauling its digital technology systems and infusing its strategy with data to franchisees in a move to optimize advertising and build loyalty with customers.
The partnership with Targetable allows the company to produce ads on the fly based on what’s trending across Nathan’s online channels, and serve them to people within a certain radius of the restaurant locations using audience segmented data and geotargeting.
Click here to read the story at marketingdive.com.
Questions for Class Discussion
- What is market segmentation?
- What are three examples of different ways a brand might segment the market?
- What is geotargeting?
- How might Nathan’s Famous benefit from geotargeting?
- Based on information from this story, do you think this has been a wise investment for Nathan’s Famous? Why or why not?