Location, Location, Location! Effective Mobile Targeting in an App-Centric World
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Ray Pun, Mobile & Strategic Marketing Leader of Adobe session at the Seattle Interactive Conference 2014. In a world where 154,000 apps are downloaded every minute, with 90% of them free, how do marketers get the most value and revenue out of consumers’ fingertips? Whether helping someone find a service center in the vicinity or taking advantage of a retail promotion nearby, location-based targeting is the most effective yet untapped opportunity for marketers to get customers engaged and primed to take action while in motion.
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Location, Location, Location! Effective Mobile Targeting in an App-Centric World
- 1. Location, Location, Location! Effective mobile targeting in an App-centric world Ray Pun | Strategic Marketing for Mobile @RayPunSD © 2012 Adobe Systems Incorporated. All Rights 2014 Reserved. Adobe Confidential. 1
- 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 San Diego “America’s Finest City” Ray Pun Strategic Marketing for Mobile @RayPunSD
- 3. Key Takeaways 1 Use location to deliver contextually relevant experiences 2 Respect consumer privacy standards when using location data © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 3 Put customer value first & then select the right location technology
- 4. Key Message Geo-fence to deliver mobile value © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
- 5. Agenda 1 | Fundamentals of location-based marketing 2 | Mobile marketing survey: Location tactics 3 | Consumer privacy: Best practices 4 | Location and value framework 5 | iBeacons and Micro-location © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
- 6. Mobile Marketing Association: Location terminology guide © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. INTRODUCTION: THE LANGUAGE OF LOCATION LOCATION DATA & SIGNALS LOCATION TARGETING & STRATEGIES LOCATION MEASUREMENT & METRICS GLOSSARY OF TERMS 6 Source: http://www.mmaglobal.com/location-terminology-guide
- 7. Basic tactics © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Standard Location Targeting IP Address (192.168.1.254) Country, County, City 7
- 8. Intermediate tactics Location Social Targeting Geo-Fencing Geo-Conquesting Check-in via social network Define radius around © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Point-of-Interest GPS data required 8 Define radius around “Competitor’s” Point-of-interest GPS data required
- 9. Location & data Out-door position GPS: very accurate data when device is outside buildings In-door position 1.0 GPS: data is collected; however, the accuracy is not very precise WIFI triangulation: accuracy depends upon number of hotspots In-door position 2.0 Bluetooth LE and beacons: very accurate in-doors © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
- 10. Beacons and Mobile devices © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Micro-location targeting Bluetooth LE (low energy) Beacon will broadcast signal Smartphone can receive signal 10 Source: Apple, Estimote
- 11. Adobe Mobile Marketing Survey 2014 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
- 12. Mobile app innovation and location technology © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 • Micro-location opportunity • Notable deployments: MLB, Safeway, American Airlines, Marriott, Lord & Taylor, Macys
- 13. Privacy: Best Practices Say what you do, do what you say, & keep it simple Opt-in for capabilities that maybe viewed as “intrusive” Describe how location data is used and how consumer can opt-out Manage and control the usage of customer data © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ
- 14. Customer Value Good Better Best © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 Easy & Convenient Save Money Wow! Amazing & Delightful
- 15. Location Accuracy Good Better Best © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 City Point of Interest (Geo-fence) In-door
- 16. Location Accuracy & Customer Value Wow & Delight Save Money © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 Customer Value Easy & Convenient City (Macro) Location Accuracy In-door (Micro) Point-of-interest (Geo-fence)
- 17. A&E Networks: History Here © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 Value: Easy & convenient Location accuracy Point-of-interest Source: A&E Networks
- 18. Best Buy: Geo-fence check-ins & loyalty points © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 Value: Easy & convenient Save money Location accuracy Point-of-interest Geo-fence Source: Best Buy
- 19. MLB: Baseball and “Beacons” © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Value: Easy & convenient Save money Wow & delight Location accuracy In-door Source: Mashable.com
- 20. SuperBowl Ad: Do you know what your marketing is doing? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
- 21. iBeacons and Micro-Location: The Future is Here © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Source: Apple, Estimote
- 22. iBeacons at Adobe Summit 2014: London Excel © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
- 23. Beacons and In-store Engagement: Analytics © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 24. Mobile Wallet: What is it and how do you get it? Apple Passbook: Native Google Wallet: Download © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Vibes
- 25. Mobile Wallets & Location: Passes can be triggered by Beacons For the Consumer For the Marketer Location triggers Low cost location-based marketing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Vibes
- 26. Mobile Wallets & Payment: Apple Passbook & Apple Pay © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 27. Key Message Geo-fence to deliver mobile value © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
- 28. Key Takeaways 1 Use location to deliver contextually relevant experiences 2 Respect consumer privacy standards when using location data © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 3 Put customer value first & then select the right location technology
- 29. Ray Pun raypun@adobe.com Twitter: @RayPunSD LinkedIn: Ray Pun © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Editor's Notes
- Welcome and good morning, thank you for coming to this session! (Bigger gestures out to the elbows, increase volume, move eye contact from left, center, to right) How many of you have been to NYC? When I visit NYC, one of the things that I dislike is waiting in lines or fighting people on the street for Taxis, so last year I decided to use the mobile app from Uber. With the app, I could provide my GPS location, see a map of my area and select the closest taxi, and the driver would come to me and pick me up. Upon reaching the destination, I don’t have to look for my wallet because they auto charge my credit card. Easy, convenient, and a truly delightful experience! IN THIS SESSION, I WANT US TO THINK ABOUT HOW TO USE LOCATION TO DELIVER MOBILE DELIGHT S603: Location, location, location! Effective mobile targeting in an app-centric world In a world where 154,000 apps are downloaded every minute, with 90% of them free, how do you get the most value and revenue out of your consumers’ fingertips? You do it by keeping a pulse on what they are currently doing—and intend to do— and make each mobile interaction count. Whether helping someone find a service center in the vicinity or taking advantage of a promotion nearby, location-based targeting is the most effective yet untapped opportunity to get your customers engaged and primed to take action while in motion. In this session, learn: – How to apply location data in your mobile marketing efforts – How to use the "where" while respecting consumer privacy standards – How fellow marketers are leveraging GPS location for effective mobile targeting This session is intended for digital marketers or mobile strategists across all industries
- Personal Intro: My name is Ray Pun and I have the great fortune to live in San Diego, CA "America's Finest City" so I LOVE warm temperatures and sunny days. During the next 50 minutes, I would like the energy from our amazing customers and partners in this room to make it feel like we are in San Diego. In addition to warm temperatures, I really enjoy thinking about how mobile technology + mobile marketing come together to drive innovation in Digital Marketing
- By listening to this session, I have 3 key takeaways for you: Use the GPS position to deliver a contextually relevant experience (Don’t force user to enter city, state, zip code) Respect consumer privacy standards when using location data PUT customer value first and then select the location accuracy that makes sense
- My key message for you is: Geo-fence to deliver mobile value! Lets jump into the discussion by looking at the fundamentals of location-based marketing.
- Standard location targeting IP address Country, State, City, DMA, Zip code Local content targeting Regional mobile content via publishers Buy ads for NY Times readers to reach people around NYC
- Location social targeting Check-in via social network Geo-fencing Define Point-of-interest and radius around POI GPS data Geo-conquesting Define Geo-fence around competitor POI GPS data ****** Geo-fence http://m.cio.com/article/738540/5_Things_You_Need_to_Know_About_Geofencing?mm_ref=https%3A%2F%2Fwww.google.com%2F Geofence and Family locator: http://gigaom.com/2013/07/02/the-world-gets-the-geofencing-bug-life360s-family-locator-app-explodes-overseas/ Geofence and SMS Locaid: http://www.tatango.com/blog/top-10-most-commonly-asked-location-based-mobile-marketing-questions/ Locaid: http://www.mobilemarketer.com/cms/opinion/columns/14036.html Geo and creep http://m.clickz.com/clickz/column/2299940/geo-location-geo-fencing-creep-factor-the-future-of-location-data-and-mobile-advertising Geoconquest and Outback steakhouse http://www.prweb.com/releases/2013/8/prweb11024665.htm http://www.mobilemarketer.com/cms/news/advertising/15950.html
- Bluetooth LE: transmitters for each section of store, # of people who walked next to beacon, heatmap of where people are spending time Mobile services SDK and GPS data: Auto collected for every app launch. Most efficient on battery life and most useful for obtaining insights. Points of interest and geo-fence ***** The Wi-Fi triangulation system looks for and examines the strength of all nearby Wi-Fi systems in relation to a specific device. The localization technique used for positioning with wireless access points is based on measuring the intensity of the received signal. Pros: The system can provide location-discovery capabilities indoors and in dense urban areas. Cons: Wi-Fi must be turned ON user phones and accuracy depends on the number of Wi-Fi hotspots that are available in the area. As a result, this method typically reaches a limited audience. In addition, the processing time involved in triangulation may cause latency in the communication of this location information. ****** Bluetooth: A wireless Technology standard for exchanging content and data over short distances from fixed and mobile devices with high levels of security. Pros: BT devices (access points) allow for extremely accurate location based marketing (zones can be set for 10 – 100FT) Multiple BT devices set up indoors (a form of Indoor Positioning or IPS) can create intelligent networks capable of determining a device’s precise location, time spent in certain locations and directional information along with reporting BT activity. Cons: This method is considered geo-precise and therefore has privacy implications. It requires users to have BT turned on and VISIBLE, losing those potential customers who don’t have the right settings turned on.
- Video of iBeacons? http://www.youtube.com/watch?v=sUIqfjpInxY Source: http://artylabs.com/technology/apples-ibeacon-and-nfc/ Basics: Bluetooth LE wireless technology that is very battery friendly, range is <50m, accuracy of 1 to 2 meters Beacon: Broadcasts a signal Smartphone can receive the signal (if bluetooth is on, location is on, and push is on) If nearby beacon, then receive notification or personalized experience
- http://offers.adobe.com/en/na/marketing/landings/_56961_mobile_marketer_maturity.html
- http://www.marketwired.com/press-release/shelfbucks-finalizes-agreement-with-gamestop-one-retail-industrys-largest-beacon-solution-1934170.htm http://www.brandchannel.com/home/post/140530-IBeacon-Retail.aspx http://www.mediapost.com/publications/article/231639/lord-taylor-sees-promise-in-beacons.html http://risnews.edgl.com/retail-news/Macy-s-Rollout-Goes-Beyond-Beacons95568 In the case of iBeacons, sports media companies, like Major League Baseball, have already deployed beacons in their stadiums to push relevant content to fans. Safeway, American Airlines, and Marriott have announced the deployment of beacons at retail stores, airports, and hotels to drive a location-aware experience for customers. And, 36% of marketers surveyed plan to use iBeacons in the next 12 months.
- A COMMON QUESTION ABOUT LOCATION DATA IS HOW TO RESPECT CONSUMER PRIVACY http://blogs.adobe.com/digitalmarketing/wp-content/uploads/2014/02/Customer_ImplementationGuide_Privacy_AdobeMarketingCloud_MobilePrivacy_20140113.pdf Don’t use location in a scary way “location profile” (stalking or smart marketing) Adobe thinks self-regulation is the most effective way to address consumer privacy concerns while allowing companies to continue to innovate in providing consumers with the personalized experiences they demand. We are active members within self-regulatory standards bodies, and are supportive of the Digital Advertising Alliance. Adobe is a member of the DAA, and is a contributor to its standards drafting process. Adobe is pleased that the DAA expanded its self-regulatory principles for multi-site data and for online behavioral advertising to the mobile landscape. Unfortunately, current technology doesn’t allow for a central industry-wide opt out page within mobile platforms; however Adobe remains active in working with the DAA to create the technology that provides consumers with a central industry-wide opt out for their mobile device.
- THINK ABOUT CUSTOMER VALUE FIRST
- THINK ABOUT THE TECHNOLOGY SECOND
- Replace text with logos?
- A&E history: https://itunes.apple.com/app/history-here/id463240522?mt=8
- Best Buy and checkins: http://www.mobilecommercedaily.com/best-buy-loads-mobile-app-with-check-ins-to-drive-loyalty http://www.mobilecommercedaily.com/best-buy-fights-showrooming-with-new-mobile-focused-loyalty-program 1minute 18 sec: http://blog.bestbuymobile.com/2013/09/16/introducing-my-best-buy-reinventing-reward-zone/
- http://appleinsider.com/articles/13/06/19/inside-ios-7-ibeacons-enhance-apps-location-awareness-via-bluetooth-le http://appleinsider.com/articles/13/09/27/mlb-stadiums-to-deploy-apples-ibeacons-for-fan-convenience-interactivity http://mashable.com/2013/09/26/mlb-at-the-ballpark-app/ http://appleinsider.com/articles/13/11/20/macys-begins-pilot-test-of-apples-ibeacon-in-flagship-new-york-san-francisco-stores http://appleinsider.com/articles/14/01/06/us-grocery-chains-rolling-apples-ibeacon-tech-out-to-dozens-of-stores Checkpoints: https://itunes.apple.com/us/app/checkpoints-1-rewards-app/id373392705?mt=8 AEO: http://online.wsj.com/article/PR-CO-20140116-907723.html
- Key Learnings http://blogs.adobe.com/digitaleurope/2014/05/07/mobile-innovation-ibeacon-adobe-summit-emea-2014/
- blogs.adobe.com/digitalmarketing/mobile/mobile-beacons-measure-effectiveness
- http://www.cmo.com/articles/2013/12/30/mobile_wallets_101_w.html http://www.cmo.com/articles/2014/2/3/mobile_wallets_can_b.html First off, how do you get it– as Julie mentioned, Passbook came out in September of last year so it’s been a little bit over a year. It’s part of the operating system of iOS 6 So if you bought a phone around that time or you upgraded your phone around that time you have Passbook and the customer has Passbook in their wallet right now. That obviously has continued with iOS 7. It’s included in iOS 7 and just to give you an idea of reach because reach is really important when we think about these technologies as of June of this year 93 percent of all iPhone users had upgraded to iOS 6 and more recently, as of October, the data is coming back that 75 percent of all iPhone users were on iOS 7 Put those 2 things together and, when you’re talking about iPhone, you can assume, if somebody has an iPhone, they have Passbook already on their phone and installed. Google Wallet’s a little bit different. Google Wallet’s available through the Google Play Store, so it’s available across a wide range of Android devices and versions through the Play Store. It’s a simple click and it’s downloaded to one or all of your devices What not everybody knows is that recently with the launch of Google Wallet, they’ve also launched Google Wallet on iOS so you can go to the Google Wallet on iOS so you can go to the app store and get Google Wallet on your phone today if you don’t already have it With Google’s coverage across operating systems and Apple’s inclusion in pretty much the entire install base, as a marketer, you could pretty much assume that you can reach the majority of your customers across all the major smartphones.
- It’s very convenient having everything on your phone, very easy to redeem coupons and I really like timely reminders. There’s nothing worse than a great coupon that’s expired and it’s, “Ugh, I just went to that store and I didn’t get to use it,” so again timely reminders are great for the consumer and also location triggers I was recently at Navy Pier with my family and we walked by a Build-A-Bear and I forgot my coupon at home. I had gotten a direct-mail piece. Fortunately, I had my convenient pass in my wallet and it sent me a location-based reminder that I had an offer and we went into the store and made a purchase. For marketers there’s higher conversion rates, there’s the ability to update content and offers and then there’s also – it’s really a low-cost location-based marketing solution. Very easy to use, it uses the features of the phone to use location and it’s very, very convenient so, again, it’s a win/win solution and it’s very, very – a lot of excitement on both sides.
- https://www.apple.com/iphone-6/apple-pay/
- My key message for you is: Geo-fence to deliver mobile value! Lets jump into the discussion by looking at the fundamentals of location-based marketing.
- By listening to this session, I have 3 key takeaways for you: Use the GPS position to deliver a contextually relevant experience (Don’t force user to enter city, state, zip code) Respect consumer privacy standards when using location data PUT customer value first and then select the location accuracy that makes sense