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2012 mobile marketing summit
Developing a geo-targeted & place-
   based communications strategy
                                       JP Casino
            Director, Mobile Marketing Strategy
It’s not just about check-ins
It’s about relevant experiences
It’s about relevant experiences
             Rewarding
                  Creative
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
It’s not you, it’s me.
 (ok, well, maybe it is you.)
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
apps & other tech


                    Bluetooth/wifi
                    GSM Localization
                    native apps
messaging


            where: static, broadcast
            What: immediate vs. CRM
            When: that depends
web & barcodes


                 What: immediate
                 where: targeted media
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
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
Developing a Geotargeted & Place Based Communications Strategy
Experience        Engagement       Return



Immersive Brand   Deep, extended   Proving ROI
  Experiences      engagement
JP Casino


Thank you.
             Director, Mobile Marketing Strategy
             ✉ jp.casino@motricity.com
                http://justanothermobileguy.com
                @mobile_guy & @jp_casino

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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 ✉ jp.casino@motricity.com http://justanothermobileguy.com @mobile_guy & @jp_casino