Taking Mobile Marketing to the next level – Location Based Services

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:
How it works?

 

  1. Subscribers opt-in to receive location-based messages.
  2. You create GEO-Fences
  3. 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:
  1.  Low cost of entry (no need for APP development)
  2. 100% reach – no GPS chip or smart phone needed
  3. No download or user action dependencies – Opt-in users always receives content when phone is “on”.
  4. Improved response – Reach your clients with only relevant offers and information
  5. Higher marketing ROI with better SMS/MMS geo-targeting
  6. Maintain the responsiveness and integrity of your mobile community
  7. Rich analytics on “when” and “where”
 Benefits to the subscribers
  1. Subscribers receive only relevant messages
  2. Great “NOW” deals and alerts that subscribers can take advantage of at the right time and the right place
  3. No need for an app download
  4. No extra charges to recipients
  5. No phone battery drainage due to app running in background for obtaining location information
  6. No need to own a smart phone in order to receive special deals and alerts
  7. Ability to opt-out and stop messages at any time
Types of location: Carrier-based vs. App-based
App-based location:
  1. App-based location can address only 17% of US mobile subscribers
  2. Actual reach is much smaller since only 1-3% of users will download a specific app
 Network-based location:
  1. Network-based location addresses near 100% of the US mobile subscribers
  2. Feature Phones and Smart Phones
  3. GPS-enabled and non-GPS
Ideas on the types of location campaigns you can run:
 
  1. Delivery of SMS/MMS based on real-time location lookupSchedule multiple location ping times for the same campaign for multiple GEO fences
    1. Set-up Location and Geo Fence
    2. Set-up campaign and Choose contacts to locate
    3. Finalizing the LBS Campaign/Setup Location Times
  2. Delivery of Different Auto-Replies to users who are signing up based on a real time location lookup
  3. 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
  1. More targeted
  2. More impactful
  3. More actionable
  4. More cost-efficient