Location Based Marketing & Local

Location Based Marketing
Checking Up on Checking In
By : Mohamed Kahlain | @mkahlain & @Mediative
leading the Performance and Location-Based Media Products at Mediative

http://www.flickr.com/photos/lgblog_de/3566958742/sizes/o/in/photostream/

Peugeot Launches Hyper-Local Advertising Campaign with NAVTEQ ...
‎
2010 | Facebook Deals To Compete With Google Places? | Internet...
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Yellow Pages listings opened up for mobile developers
Twitter adds location with Places feature
Bing becomes local SMB-friendly with new Business Portal – April 2011
2010 - Facebook Launches New Mobile Tools, Location Based Deals
2009 – Foursquare: Location-Aware Social Networking Done Right
2010 | Google Executive Marissa Mayer Promoted To Oversee Location, Local Services
The Check-in is Dead – April 2010
it is also a nightlife game where users get extra points for being the first to visit a new place

1
3
Location Based Interactions
LBS as an intersection of technologies (Brimicombe 2002).
2

Location, places, hyper-local, M2M, Mixed Reality, Cheking-in…etc
« Time out »

ACT 1
Market Reality

Our “4P’s” are in a Revolution

Mobility Evolution : Acceleration Phase
University of Zurich – first Lesson from LBS
Foundations of Location Based Services
Stefan Steiniger, Moritz Neun and Alistair Edwardes
Ipad , Facebook Places
& Google Places are introduced
1st Commercial
Mobile phones
TOKYO
1 Billion web users
600 Millions mobile web users
1st US PATENT
for a Wireless Phone
Google AcquiredAndroid
Blackberry introduction
1st GSM Network
Finland
3G Japan
Nokia
1st Portable Phone
1st Mobile content
New York
1st Mobile Phone Call
NTTDOCOMO
launch the "imadoco search™" location service
Motorola released the first Google android Phone
Foursquare & Gowallawerecreated
Iphone Introduction
Google Maps for mobile wasreleased
Martin Cooper demonstrates the first portable cellular telephone.

Complexity
Mobile devices
Digital coupons
hyper local
Display is coming back….

offline vs. online
&
MIXED REALITY

ACT 2
Location Based
« Definitions »

Your are here « Definitions »

The discipline
Location Based Marketing is the discipline that overview the planning and the execution of on the Go strategies.
The objective: Answering the business goals by Leveraging the location strategies at a Local or a National Level
How: Create tactics around 4 pillars
The Discipline
context
Location
Social Interaction
Platforms
mobile
Actors : Businesses CMOs, Consultants, thoughts leaders, Ad.agencies.
The 4 pillars of a Location Based strategy

Did you notice, that it’s about Location?
To better master the Location concept, we introduced a new segmentation in Canada
52%
10%
7%
31%

Centro
Metro
Cosmo

Source : Mobile Marketing: Finding Your Customers No Matter Where They Are
Mobile vs on the go
machine 2 machine

The Real Life clicks “in the M2M world”

Yellow Pages Canada – a Multi Platform product design for a Location Based Media offer

ACT 3
Location Based
Model

The three will need a stronger roots
1
Location based Transactions
2
Location based Analytics
3
Location Based Loyalty Programs
4
Location Based Services interactions
5
Location Based Medias
6
Standardized interactions, platforms
and Business Rules management
7
Geo relevant non duplicated Data
Location Based Ecosystem

Location Based services Ecosystem
Standards
Platforms
QR codes / access
The new
medias
Businesses

conclusion
Open and accurate Databases and Standards are the key to success.
It’s not about online vs offline but more the mixed reality and Machine to Machine interactions (M2M).
Avoid working on LBS instead of leveraging the global ecosystem to achieve your business goals.
Master the 4 pillars of LBM first.
Checking in needs to change from a social game to a business added value interaction.
Checking in is only one components of the Real life clicks.

Location Based Marketing
Checking Up on Checking In
By : Mohamed Kahlain | @mkahlain & @Mediative
leading the Performance and Location-Based Media Products at Mediative

Location Based Marketing & Local

by Mohamed Kahlain on May 23, 2011

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