Table of Contents
- 1 What is Location-Based marketing?
- 2 It is delivering the right message to the right person at the right place and time!
- 3 Location-based marketing is pushing targeted content based on mobile location and time-of-day to maximize call-to-action or response.
- 4
- 5 Examples of different industries that will benefit from Location-Based Mobile marketing are:
- 6 Restaurant Chains
- 7 Sports and Entertainment Industry
- 8 Other service-based industries
- 9 How it works?
- 10 Subscribers opt-in to receive location-based messages.
- 11 You create GEO-Fences
- 12 Deliver location aware messages to only the people within the pre-defined geo-fences (the right time and the right place): sending your message to anyone in the geo-fence at the scheduled time
- 13 Benefits to marketers:
- 14 100% reach – no GPS chip or smart phone needed
- 15 No download or user action dependencies – Opt-in users always receives content when phone is “on”.
- 16 Improved response – Reach your clients with only relevant offers and information
- 17 Higher marketing ROI with better SMS/MMS geo-targeting
- 18 Maintain the responsiveness and integrity of your mobile community
- 19 Rich analytics on “when” and “where”
- 20 Benefits to the subscribers
- 21 Subscribers receive only relevant messages
- 22 Great “NOW” deals and alerts that subscribers can take advantage of at the right time and the right place
- 23 No need for an app download
- 24 No extra charges to recipients
- 25 No phone battery drainage due to app running in background for obtaining location information
- 26 No need to own a smart phone in order to receive special deals and alerts
- 27 Ability to opt-out and stop messages at any time
- 28 Types of location: Carrier-based vs. App-based
- 29 App-based location:
- 30 App-based location can address only 17% of US mobile subscribers
- 31 Actual reach is much smaller since only 1-3% of users will download a specific app
- 32 Network-based location:
- 33 Network-based location addresses near 100% of the US mobile subscribers
- 34 Feature Phones and Smart Phones
- 35 GPS-enabled and non-GPS
- 36 Ideas on the types of location campaigns you can run:
- 37
- 38 Delivery of SMS/MMS based on real-time location lookupSchedule multiple location ping times for the same campaign for multiple GEO fences
- 39 Delivery of Different Auto-Replies to users who are signing up based on a real time location lookup
- 40 Real-Time location Lookup upon signup (save PRIMARY location for later geo re-targeting)
- 41 Obtain real-time location HEATMAPS of your demographic
- 42 Mobile marketing is powerful!
- 43 SMS/MMS plus Location is
- 44 More targeted
- 45 More impactful
- 46 More actionable
- 47 More cost-efficient
This week I will be talking about Location-Based marketing as it is becoming a big trend in the marketing world.
What is Location-Based marketing?
It is delivering the right message to the right person at the right place and time!
Location-based marketing is pushing targeted content based on mobile location and time-of-day to maximize call-to-action or response.
Examples of different industries that will benefit from Location-Based Mobile marketing are:
- Retail stores
-
Restaurant Chains
-
Sports and Entertainment Industry
-
Other service-based industries
How it works?
-
Subscribers opt-in to receive location-based messages.
-
You create GEO-Fences
-
Deliver location aware messages to only the people within the pre-defined geo-fences (the right time and the right place): sending your message to anyone in the geo-fence at the scheduled time
Why location-based marketing/services?
Benefits to marketers:
- Low cost of entry (no need for APP development)
-
100% reach – no GPS chip or smart phone needed
-
No download or user action dependencies – Opt-in users always receives content when phone is “on”.
-
Improved response – Reach your clients with only relevant offers and information
-
Higher marketing ROI with better SMS/MMS geo-targeting
-
Maintain the responsiveness and integrity of your mobile community
-
Rich analytics on “when” and “where”
Benefits to the subscribers
-
Subscribers receive only relevant messages
-
Great “NOW” deals and alerts that subscribers can take advantage of at the right time and the right place
-
No need for an app download
-
No extra charges to recipients
-
No phone battery drainage due to app running in background for obtaining location information
-
No need to own a smart phone in order to receive special deals and alerts
-
Ability to opt-out and stop messages at any time
Types of location: Carrier-based vs. App-based
App-based location:
-
App-based location can address only 17% of US mobile subscribers
-
Actual reach is much smaller since only 1-3% of users will download a specific app
Network-based location:
-
Network-based location addresses near 100% of the US mobile subscribers
-
Feature Phones and Smart Phones
-
GPS-enabled and non-GPS
Ideas on the types of location campaigns you can run:
-
Delivery of SMS/MMS based on real-time location lookupSchedule multiple location ping times for the same campaign for multiple GEO fences
- Set-up Location and Geo Fence
- Set-up campaign and Choose contacts to locate
- Finalizing the LBS Campaign/Setup Location Times
-
Delivery of Different Auto-Replies to users who are signing up based on a real time location lookup
-
Real-Time location Lookup upon signup (save PRIMARY location for later geo re-targeting)
Obtain real-time location HEATMAPS of your demographic
Conclusion:
Mobile marketing is powerful!
SMS/MMS plus Location is
-
More targeted
-
More impactful
-
More actionable
-
More cost-efficient