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Plot Projects LBMA Event - Mobile Activation Aug 29, 2013
 

Plot Projects LBMA Event - Mobile Activation Aug 29, 2013

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Deck presented by Paul Everts, talking about Location Based Notifications - Triggering Activation

Deck presented by Paul Everts, talking about Location Based Notifications - Triggering Activation

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Plot Projects LBMA Event - Mobile Activation Aug 29, 2013 Plot Projects LBMA Event - Mobile Activation Aug 29, 2013 Presentation Transcript

  • Location Based Notifications - Triggering Activation Paul Everts Co-Founder of Plot
  • Peak in 2010 with enormous expectations of Foursquare, Google Latitude etc. Gartner’s hype cycle of new media
  • Next step: Continuous Location-Awareness Enables Location Based Notifications
  • How does it work?
  • Mobile Marketing • Mobile Marketing is a $7 billion business in the US alone • Doubling every 2 years Mobile banner Mobile search Notification
  • Key influencers for activation Mobile banner Mobile search Notification Non Location- Based Location-Based Generic Location-Based Location-Based Personalized Location N 1km N N 200m 200m Active N N N Y Y Y Personalized N N Y Only by app Only by app Y ?
  • Key influencers for activation Mobile banner Mobile search Notification Non Location- Based Location-Based Generic Location-Based Location-Based Personalized Location N 1km N N 200m 200m Active N N N Y Y Y Personalized N N Y Only by app Only by app Y ?
  • Key influencers for activation Mobile banner Mobile search Notification Non Location- Based Location-Based Generic Location-Based Location-Based Personalized Location N 1km N N 200m 200m Active N N N Y Y Y Personalized N N Y Only by app Only by app Y ?
  • Key influencers for activation Mobile banner Mobile search Notification Non Location- Based Location-Based Generic Location-Based Location-Based Personalized Location N 1km N N 200m 200m Active N N N Y Y Y Personalized N N Y Only by app Only by app Y ?
  • The concept of Location Based Messaging is not new McDonalds bluetooth case • Bluetooth campaign: 15% conversion with 3 restaurants in 2007 • Conversion was measured with a specific button in the cash register Bluetooth advertisement • Large investments in bluetooth transmitters in stores • Sender is anonymous until user accepts the bluetooth message • Difficult to personalize messages • Many users have bluetooth turned off SMS advertisement • Very inaccurate (+/- 3km) • Difficult to build a phone number database
  • Current market Retailers • Many have apps but they often launched without a clear strategy. They are already proud of just having an app, retention and conversion are not yet a concern for them. Companies dependent on App for revenue • Are in need of activation • Often have own developers • Are innovation minded
  • Smartcoupons Case Platform for coupons
  • Smartcoupons Case Platform for coupons Case: • Quite a lot of downloads • Positive feedback from users on the coupons • But... number of redeemed coupons fell short of expectation • Research showed that many users checked the coupons after they downloaded the app and liked them, but did not open the app when in a store. Objective: • Make sure users use the app when they are near a store
  • Smartcoupons Case Platform for coupons Approach: • Focus on 100 best coupons • Send Location Based Notifications when users are near one of these coupons
  • Smartcoupons Case Results: • 9600 notifications sent • 1120 opened (CTR: 12%) • Second order effect: Active use of the app increased by 300% Plot Plugin implemented
  • Smartcoupons Case Using heatmaps
  • MyOrder Case Mobile Order and Payment App of the Rabobank
  • MyOrder Case Case: • Many downloads • Positive feedback from both users as retailers • But... active use of the service fell short of expected based on the amount of downloads • Research showed that many users did not know where they could use the app Objective: • Activation of users • Inform users when they are near a location where they can use the MyOrder app Mobile Order and Payment App of the Rabobank
  • MyOrder Case Approach: • Focus on paid parking case as research showed that this was the least known location users could use the app • Send Location Based Notifications when users entered a paid parking area (25 cities). Results: • 69% of users reached at least once • 18% of users opened the paid parking module • Conversion 26%
  • MyOrder Case Approach: • Focus on paid parking case as research showed that this was the least known location users could use the app • Send Location Based Notifications when users entered a paid parking area (25 cities). Results: • 69% of users reached at least once • 18% of users opened the paid parking module • Conversion 26%
  • MyOrder Case Next step: • Users will only receive messages in the categories they selected. • Users can select special offers they like and will be notified when they can use one.
  • Other casesEvents
  • Other casesEventsRealEstate
  • Other casesEventsRealEstateLocalNews
  • Other casesEventsRealEstateLocalNewsTourist
  • Other cases Post EventsRealEstateLocalNewsTourist
  • Other cases Social Media Post EventsRealEstateLocalNewsTourist
  • Other cases Social Media Post EventsRealEstateLocalNewsTourist LocationBased Advertisement
  • New mindset Don’t target the masses, target individually Try to make your messages as relevant as possible You don’t know how many messages will be send You don’t know how many messages a user will receive
  • Location Based Notifications for Apps As seen in: “DutchTech Startup Plot meets its NY counterparts” “New location based marketing tool: Plot” “Plot brings location based marketing to the next level” “Dutch startup brings customer back to store” “Plot, an Amsterdam based company, won the pitch event in NewYork”