Today I am going to tell you about the technology of network location. There is a lot of talk about location, and source vary in cost, reach and reliability. My goal is to educate marketers about the availability of network location, what the current use case are today and what its good for.
SoIn the realm of mobile marketing we work with brands that have in house mobile messaging or CRM platforms and agencies like our partner today HipCricket, that operate mobile marketing/mobile messaging platforms. Hipcricket, Vibes, Placecast and specialty and boutique agencies in vertical or specific metro markets.Think of Locaid as a privacy and permission platform for locating your end users.
You are probably familiar with a number of location types. GPS, Cell-ID, Network location, NFC, Wifi etc. Network location is derived from the carrier network – a triangulation on cell towers. As such it is not device, OS or even feature dependent. Cell-ID accuracy depends on the carrier, but ranges from 5 meters to 500 in suburban or rural areas. Most important there is no battery drain, and Ill get into that in a second. GPS location can be derived from an SDK included in a app. And with the popularity of branded native apps this is a common way of location enabling app based marketing with app push notifications. GPS is very accurate when it is powered on, it is fast when it has been powered on. Once the development costs of your branded app are considered, GPS is a cheap location source, but is it plentiful? Build your app, market your app, consumers download your app, must have app running or running in background, and GPS must be enabled on the phone although an app can also get the last known network location as well, which would give the same accuracy as Locaid network location.
We are often asked about using geofencing to trigger a notification when a person enters an area, the classic – walking by the coffee shop and get a coupon for a starbucks latte. This type of geofence triggers are best suited for in-app marketing, but have 2 distinct disadvantges until the technology evolves – since that is a persistent gps/or handest location fix, the battery drain severely limits the practicality of this. Second for the reasons we described before, you are getting a smaller segment of customer/users. And we have customers who manage programs for opt-in local deals with multiple brands. In a sense selling “geofence local sms ad inventory.” Mobile advertising that is ip location based is likely to be the prominent use case for this type of campaigns. The majority of our customers right now are agencies or brands are doing local marketing, couponing and/or promotions to drive store traffic. And the marketer pings their database within a geographic area every 30 minutes to or every hour. Customers are sent a marketing message based on in or out. If they aren’t in an area a restaurant may promote a loyalty promotion to visit the store, if they are nearby they may simply alert them to the latest daily special or store event.
With proper opt-in market research panels or opt-in customer research can add valuable location data points to consumer behaviors, and this is an are where an enormous value can be delivered as this culture of mobility evolves. Network location has a huge advantage for delivering customer insight, because you can observe customers regardless of their phone, carrier, technical skills. And with no interruption in their daily activities, and no interruption to normal behaviors – e.g. no pop up questions that may interfere with a purchase or post purchase experience.Jeff and I will talk about this SMS and MMS use cases in a minute, that is one of the primary current preferred messaging platforms with network location. In event marketing, organizers of an event can opt-in ticket holders and provide pre and post event marketing opportunities to local sponsors. Or as we’ll see in the case studies at large events like the olympics drive attendees to on or off site special eventsIn gaming we geofence and alo work on casino marketing opportunities.
Locaid is the technology, the canvas for your mobile marketing, it’s the agencies like Hipcricket that help you craft these promotions an opportunities make them relevant.- Jeff
Pretty famous case study that is well known and running for a while. Good example of opt-in via website.
Locaid Mma Webinar Final
Geofencing and Location Marketing Success StoriesJune 27, 2012MMA Educational Series Sponsored by:
OverviewAll marketing is local. All the hard won customer insights of thepast, are being upended by the new culture of mobility. How wework, play and shop is changing with location adding moreprecise demographic and segmentation. Location technology,geofencing, social networks and mobile messaging platformsare the canvas for marketers to paint time-relevant, contextualmessages and new opportunities for engaging customers.
Today’s AgendaKey Learning Objectives• Location and geofencing technology• Geofencing for mobile marketing• Typical location marketing success stories• Best practices for geofencing
Today’s Speakers Carolyn Hodge Chief Marketing Officer Locaid email@example.com Jeff Hasen Chief Marketing Officer Hipcricket firstname.lastname@example.org Moderator Michael Becker Managing Director, North America Marketing Association email@example.com
Questions & Answers Don’t forget to Tweet about this session using hashtag: #MMAWeb
Upcoming Events & Programs• MMA CEO/CMO Summit – Dominican Republic (July 15 – 17)• Advertising Week Mobile Summit & Global Expo – New York (October 2-3)• The SMARTIES – New York (October 3)• MMA LATAM Forum - Miami (November 28 – 29)Visit www.mmaglobal.com/events for more details on future events andwebinars Planning for 2012, contact Michael Becker at firstname.lastname@example.org to get involved
Thank You ADDITIONAL RESOURCES • www.loc-aid.com • www.hipcricket.com • www.mmaglobal.com • https://geofencedemo.loc-aid.com Sign up for the MMA Search for partners or get listed at the SmartBrief: Mobile Marketing Industry Directory: www.smartbrief.com/m www.mobilemarketingindustrydirectory.co ma m