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
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Restaurant Chains
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Sports and Entertainment Industry
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Other service-based industries
How it works?
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Subscribers opt-in to receive location-based messages.
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You create GEO-Fences
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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)
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100% reach – no GPS chip or smart phone needed
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No download or user action dependencies – Opt-in users always receives content when phone is “on”.
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Improved response – Reach your clients with only relevant offers and information
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Higher marketing ROI with better SMS/MMS geo-targeting
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Maintain the responsiveness and integrity of your mobile community
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Rich analytics on “when” and “where”
Benefits to the subscribers
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Subscribers receive only relevant messages
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Great “NOW” deals and alerts that subscribers can take advantage of at the right time and the right place
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No need for an app download
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No extra charges to recipients
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No phone battery drainage due to app running in background for obtaining location information
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No need to own a smart phone in order to receive special deals and alerts
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Ability to opt-out and stop messages at any time
Types of location: Carrier-based vs. App-based
App-based location:
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App-based location can address only 17% of US mobile subscribers
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Actual reach is much smaller since only 1-3% of users will download a specific app
Network-based location:
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Network-based location addresses near 100% of the US mobile subscribers
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Feature Phones and Smart Phones
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GPS-enabled and non-GPS
Ideas on the types of location campaigns you can run:
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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
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Delivery of Different Auto-Replies to users who are signing up based on a real time location lookup
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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
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More targeted
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More impactful
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More actionable
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More cost-efficient