Ogilvy

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Ogilvy

  1. 1. What advertisers want from location based providers Dirk Shaw, SVP – Digital Influence
  2. 2. Where does Digital Influence fit in @ Ogilvy 2
  3. 3. Why are we getting excited about location based services. http://farm3.static.flickr.com/2767/4118268857_55e417f3cb.jpg 3
  4. 4. Augment traditional advertising and PR 4
  5. 5. A new way to extend loyalty. 5
  6. 6. Bridges retail with point of sale. 6
  7. 7. It allows us to do really cool stuff. 7
  8. 8. How can you help? Make it sell Make it easy Make it reward Make it seamless 8
  9. 9. Make it sell 9
  10. 10. But we need to increase relevance. 10
  11. 11. Move from anonymous “check in” to tailored experience. 11
  12. 12. Tailor content based on data. Not simply what peers think.. 12
  13. 13. • Affinity.. Make point of sale redemption more accessible. 13
  14. 14. Make it reward 14
  15. 15. Extend existing programs. Not create new ones. 15
  16. 16. Use data to reward people based on what they are interested in. Recommended rewards near you 20% off all things in the cycling department 16
  17. 17. Use new methods besides transactions to earn rewards. 17
  18. 18. Make it easy 18
  19. 19. Each location can have dozens of platforms to manage check in data 19
  20. 20. Better way to manage location content across platforms. Location based content management 20
  21. 21. Location analytics beyond check in. Action Preference Reach 21
  22. 22. Make it Seamless 22
  23. 23. Connecting GPS with in store location. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. In Summary Looking for better ways to increase relevance of location based offer We would rather focus on high value services then managing data. Extend existing rewards programs with new interactions. We are always seeking new partners to do cool things with. 27
  28. 28. CONTACT Dirk Shaw Senior Vice President, 360 Digital Influence MOBILE +1404.931.5173 EMAIL dirk.shaw@ogilvypr.com BLOG dirkshaw.com TWITTER @dirkmshaw 28

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