Location Based and Proximity Marketing_Michael Hanley
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Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
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Location Based and Proximity Marketing_Michael Hanley
- 1. Mobile Location-Based and Proximity Marketing Location Based and Proximity Marketing: Reaching Consumers Where They Are Class 11
- 2. Mobile Location-Based and Proximity Marketing SMS MMS Email A Mobile Campaign (Mobile, Mobile Enabled) Image Recognition IVR Internet Mobile Web Bluetooth Talk Ways to Interact With a Mobile Phone and Distribute Mobile ContentGPS Talk to Text 6 Location/GPS Apps
- 3. Mobile Location-Based and Proximity Marketing Consumer Engagement T r a d it io n a l B r o a d c a s t A d v e r t is in g P r in t A d v e r t is in g D ir e c t M a il A d v e r t is in g O u t - o f - H o m e A d v e r t is in g In t e r n e t W e b s it e s I n t e r a c t iv e A d v e r t is in g S e a r c h S o c ia l M e d ia M o b ile S M S M a r k e t in g M o b ile A d v e r t is in g M o b ile A p p lic a t io n s L o c a t io n - B a s e d S e r v ic e s P r o x im it y M a r k e t in g G e o f e n c in g W h it e P a p e r E v o lu t io n o f C o n s u m e r E n g a g e m e n t f a c t , c o n s u m e r s a r e O f t h e
- 4. Mobile Location-Based and Proximity Marketing LBS Consumer Segments
- 5. Mobile Location-Based and Proximity Marketing What is Location Based Services? The Mobile Marketing Association definition of location based services (LBS): “A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network. Handsets have to be equipped with a position- location technology such as GPS to enable the geographical-trigger of service(s) being provided.
- 6. Mobile Location-Based and Proximity Marketing What is Location Based Services? LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc. LBS may also be used to track the movements and locations of people, as is being done via parent/ child monitoring services and mobile devices that target the family market.”
- 7. Mobile Location-Based and Proximity Marketing LBS Services
- 8. Mobile Location-Based and Proximity Marketing LBS Technologies
- 9. Mobile Location-Based and Proximity Marketing Types of LBS • GPS - Global Positioning System. Consists of 24 earth- orbiting satellites. User must have a mobile phone with a GPS receiver. • E911 – Enhanced 911 is a North American telephone network that automatically determines a location of the caller seeking emergency services like fire, accident, kidnapping and others where communicating to your place is impossible. E911 is one of the most widely used location services in North America and Canada. • RFID - Radio Frequency Identification (RFID) method used to transmit identity of an object wirelessly. The identity displays in the form of a serial number. Used to store and retrieve data by using two devices like tags and transponder in a mobile phone.
- 10. Mobile Location-Based and Proximity Marketing Types of LBS • Wi-Fi – Wi-Fi Positioning System (WPS) that uses radio signals emitted from wireless routers to point out the exact location of any Wi-Fi enabled device like PC, laptop, PDA, Smartphone or RFID tag. The operator providing this has a compiled database of every wireless access point in a particular city, location or building. The identifier unit of the router notes the database where access point is located. So the software of the system scans for access points and several signals and by comparing those to the reference database it then calculates the user’s location.
- 11. Mobile Location-Based and Proximity Marketing LBS Infrastructure
- 12. Mobile Location-Based and Proximity Marketing Location Based Ecosystem T h e s e in s ig h t s fa c ilit a te t h e a b ilit y t o m a k e c o s t- e f f e c tiv e a n d e d u c a t e d p u r c h a s e d e c is io n s a n d t o r e c e iv e h e lp f u l a n d v a lu a b le lo c a t io n - b a s e d in f o r m a t io n a n d o f fe r s c o m p le t in g t h e v a lu e c h a in f o r a d v e r t is e r a n d c o n s u m e r . H o w it W o r k s : T h e P r o x im u s M o b ility s o lu t io n p r o v id e s e x e c u t iv e le v e l r e p o r ts a n d in - d e p t h a n a ly t ic s . C o lle c t v a lu a b le in s ig h t s t h a t w ill h e lp in c r e a s e y o u r m a r k e tin g R O I w h ile c o n c u r r e n t ly P r o x im u s M o b ilit y A c c e s s P o in t W i- F i B lu e t o o t h C o n s u m e r C o n n e c t iv it y R a w D a t a P h o n e In f o r m a t io n S h o p p e r B e h a v io r C a m p a ig n E f f e c t iv e n e s s O p t- In D a t a C a m p a ig n C o n t e n t S a a S C a m p a ig n M a n a g e r E t h e r n e t 3 G / 4 G In - S t o r e W i- F i C o n n e c t iv it y R a w D a t a M a n a g e r / R e p o r t s A n a ly t ic s M e t r ic s C a m p a ig n T o o ls A d m in T o o ls P r o d u c t In f o D y n a m ic P r o m o t io n a l O f f e r s D is c o u n t s S w e e p s t a k e s / C o n te s ts A u d io / V id e o S u r v e y / P o ll D a t a F o r m s C a m p a ig n C o n t e n t C o n n e c t iv it y C o n n e c t iv it y C a ll t o A c t io n
- 13. Mobile Location-Based and Proximity Marketing LBS Demographics
- 14. Mobile Location-Based and Proximity Marketing LBS Usage Growth
- 15. Mobile Location-Based and Proximity Marketing LBS Advertising
- 16. Mobile Location-Based and Proximity Marketing LBS Marketing Apps Yelp 7 Foursquare Waze ParkMe Banjo Sonar Highlight Glancee
- 17. Mobile Location-Based and Proximity Marketing LBS Marketing Apps EchoEcho 7 INTRO ShopKick SCVNGR CardFlick Loopt Kismet Meijer
- 18. Mobile Location-Based and Proximity Marketing What is Proximity Marketing? Proximity marketing is the localized wireless distribution of marketing content associated with a particular location. Transmissions can be received by individuals in that location who wish to receive them, regardless of mobile device type. It allows brands to effectively reach and track their customers in the out-of home environment facilitating the ability to make cost-effective and educated purchase decisions and to receive helpful and valuable location-based information.
- 19. Mobile Location-Based and Proximity Marketing Types Proximity Marketing? Bluetooth - a range of about 30 feet WiFi - a range of about 150 feet NFC - a range of about 6 inches RFID - a range of about 10 feet
- 20. Mobile Location-Based and Proximity Marketing Types Proximity Marketing? Bluetooth - a range of about 30 feet WiFi - a range of about 150 feet NFC - a range of about 6 inches RFID - a range of about 10 feet
- 21. Mobile Location-Based and Proximity Marketing Comparing Proximity Marketing? M o b iq u it y N e t w o r k s L o c a t io n B a s e d M o b ile M a r k e t in g P r o x im it y M a r k e t in g M o b ile A p p lic a t io n s P r o x im it y M a r k e t in g S M S W A P 9 W h y P r o x im it y M a r k e t in g ? F e a t u r e : P u s h m u lt im e d ia c o n t e n t t o m o b ile d e v ic e s R ic h m e d ia c o n t e n t d e liv e r y ( v id e o s , r in g t o n e s , w a llp a p e r s , e t c .) A lw a y s f r e e t o c o n s u m e r s D o e s n o t r e q u ir e e x t e r n a l a p p lic a t io n A u t o m a t ic a lly d e liv e r a n d c h a n g e c o n t e n t b a s e d o n lo c a t io n a n d t im e D o e s n o t r e q u ir e u s e r in f o r m a t io n ( p r iv a c y ) W ir e le s s c a r r ie r -f r e e in t e r a c t io n A b ilit y t o m ic r o -t a r g e t lo c a t io n ( < 5 0 f t .) U S L o c a l M o b ile A d v e r t is in g S p e n d in g , b y F o r m a t , 2 0 0 9 & 2 0 1 4 * * * * S o u r c e : e M a r k e t e r, D e c e m b e r 2 0 0 9 2 0 0 9 2 0 1 4
- 22. Mobile Location-Based and Proximity Marketing How Proximity Marketing Works M o b iq u it y N e t w o r k s L o c a t io n B a s e d M o b ile M a r k e t in g P r o x im it y M a r k e t in g - - - - D o w n lo a d a F R E E c lip t o y o u r m o b ile p h o n e T u r n o n B lu e t o o t h v is ib ilit y o r c o n n e c t t o “ B o n d 0 0 7 W iF i” 5 H o w I t W o r k s T o re c e iv e e x c lu s iv e F R E E B o n d 0 0 7 c o n te n t, tu rn y o u r B lu e to o th to “D is c o v e ra b le ” o r c o n n e c t t o “B o n d 0 0 7 W iF i”
- 23. Mobile Location-Based and Proximity Marketing Indoor Proximity Marketing M o b iq u it y N e t w o r k s L o c a t i o n B a s e d M o b ile M a r k e t in g P r o x im it y M a r k e t in g P r o x i m it y M a r k e t in g Z o n e s W o r k in c o o p e r a t io n w it h e a c h o t h e r t o f o r m a “ S m a r t C lo u d ” e n s u r in g t h e B e s t C o v e r a g e f o r a d v e r t is in g … .. a n d t h e b e s t u s e r e x p e r ie n c e f o r s h o p p e r s . 1 4
Notas do Editor
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.