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