Developing a Geotargeted & Place Based Communications Strategy
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The document discusses developing a geo-targeted and place-based mobile marketing strategy. It highlights using relevant mobile experiences to engage and reward users through check-ins, messaging, web/barcodes, digital displays, OOH media, and in-store media. The goal is to create immersive brand experiences that drive deep engagement and prove return on investment. Mobile marketing has seen huge growth in areas like local news consumption, in-store purchases, and coupon scanning.
Developing a Geotargeted & Place Based Communications Strategy
- 1. 2012 mobile marketing summit Developing a geo-targeted & place- based communications strategy JP Casino Director, Mobile Marketing Strategy
- 2. It’s not just about check-ins
- 3. It’s about relevant experiences
- 4. It’s about relevant experiences Rewarding Creative
- 5. Check-in Service Users: 8.6% 50/50 Male to Female 33% are 25-34 y/o Non Check-in Service Users Non-caucasian • Don’t have a smartphone • concerned about privacy 83% Smartphone • Don’t care 42% Android Sources: comScore, July 2011 SocialLoCo.net, May 2011
- 6. It’s not you, it’s me. (ok, well, maybe it is you.)
- 7. 15% will use their device to make a purchase while in-store Source: InMobi, 2011 100% YoY increase (~889k) in 1d barcodes scanned Source: ScanLife, Q3 2011 58% of users consume local news on tablets Source: comScore, September 2011 54% of heavy shoppers use gift guides Source: Arc Worldwide, May 2011 2011 mobile coupon redemption = $5B Source: Juniper Research, November 2011
- 8. apps & other tech Bluetooth/wifi GSM Localization native apps
- 9. messaging where: static, broadcast What: immediate vs. CRM When: that depends
- 10. web & barcodes What: immediate where: targeted media
- 11. Digital Display OOH Media In-store Media Subscribers Media time-triggered messaging SMS store finder/coupon coupon + link to microsite Web drive to register link to microsite + coupon drive to register Social
- 12. Digital Display OOH Media In-store Media Subscribers Media STORE SMS REGISTER DISCOUNT http://bit.ly/text COUPON http://bit.ly/register1 http://bit.ly/poster1 http://bit.ly/coupon Web n/a DEALS / ASDFA http://bit.ly/register2 http://bit.ly/facebook http://on.fb.me/deals http://on.fb.me/dealz Social FACEBOOK / ASDFA FB / ASDF
- 14. Experience Engagement Return Immersive Brand Deep, extended Proving ROI Experiences engagement
- 15. JP Casino Thank you. Director, Mobile Marketing Strategy ✉ [email protected] http://justanothermobileguy.com @mobile_guy & @jp_casino