Eduvision - Webinar Location Based Marketing
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Tijdens het Location Based Marketing webinar geeft Pieter Joost Verhoef (Location Based Marketing expert) uitgebreid antwoord op deze vraag. Hij laat zien hoe u optimaal kunt inspelen op de locatie van uw doelgroep en deze kansen kunt benutten. Eduvision verzorgt opleidingen binnen een groot aantal sectoren. We hebben o.a. gewerkt voor KLM, DTG, BNN-VARA, ING, de Belastingdienst, Gemeente Amsterdam, Interpolis, Nuon en de Atlant Zorggroep. Eduvision heeft als missie om actuele kennis te delen. Niet alleen in de vorm van cursussen, maar ook met webinars, whitepapers en blogs. Sinds 2015 is Eduvision Opleidingen aanbieder van officieel gecertificeerde Big Data opleidingen (ISO 9001 & 17024). De Big Data Academy is de plek waar jij en/of jouw werknemers opgeleid worden tot gecertificeerd Big Data specialist. Tijdens alle cursussen van Eduvision Opleidingen staan jouw wensen en informatiebehoefte centraal. Je past de kennis toe op jouw praktijkcase en zowel Eduvision als de docenten staan volledig tot jouw beschikking.
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Eduvision - Webinar Location Based Marketing
- 1. The Essential Guide to Pieter Joost Verhoef @pjbrayzen
- 10. Provides useful additional information? Ease of use? Use again? Total views in 6 months
- 15. Local Advertising, In-store signage & magazines Local Billboards, Narrowcasting Mobile site, Search, Social (Like, +), Reviews, Group buying Routing, Check-ins, Tweets, Coupons
- 23. n=337
- 26. 71% of the restaurants has a Mayor 41% of the restaurants have been tipped by people
- 28. Half of the Foursquare users connected their account to their Foursquare and/or Twitter accounts 75% of Foursquare users has checked in somewhere n=225
- 29. 57% of Foursquare users uploaded a profile picture 31% of Foursquare users is ‘crowned’ mayor somewhere On average Foursquare users are the mayor of 1,6 venue n=225
- 30. On average they checked in 135 times
- 31. Venues had almost 9 tips on average
- 34. * Others includes online video, branded content, email, mobile and tablet, and in-game advertising
Editor's Notes
- Hope you are ready for a very fast-paced introduction into Location Based Marketing!
- Covering the What, Why and How, showing some examples of LBM in real settings and ..
- Hopefully taking your imagination beyond the check-in and into the realm of true integrated local marketing. And if we have time, I’d like to end by demo’ing some cool new innovations
- To answer the what, I first want to place LBM in a rough historic timeline of the waves in which the web has evolved Starting with the widespread use of mail, websites as marketing tool and moving into the selling of stuff online, we could summarize the first wave as Putting Our Business Online At the dawn of this millennium, we saw the rise of User Generated Content, Online Communication and Collaboration, the advent of Social Networking and even the revolution of the production factor Labour through co-creation and Crowdsroucing. What we’ve later started calling the “Web 2.0”, was in a way putting Ourselves more and more online The last wave, some call it the Web 3.0 has not been fully understood or defined yet, but we can see that much of it has to do with putting Online back into the Physical World in one form or the other. Whether it is through people carrying the web with them into retail, the linking of more and more devices to the web, the overlaying of information on an Augmenter Reality, or the use of location sharing as an enabler for rich personal and commercial interactions in the physical world. It is there that we define Location Based Marketing…
- … as an integrated view on marketing to people on a physical location, with the full breadth of offline and online marketing media available to us.
- 80% of
- Change
- More: Brands targeting 5MM opt-ins through SMS, MMS (push, advertising) Priority Moments: App/Site what is O2 offering (pull)
- More: Brands targeting 5MM opt-ins through SMS, MMS (push, advertising) In one particular campaign, O2 sent out nearly 300K coupons to its opted-in users for 50% of a coffee at Starbucks. A total of 14% of the those users redeemed the coupons and, when asked later, 93% of users said they recalled the ad. Priority Moments: App/Site what is O2 offering (pull)
- Analyzed the local consumer content of 5 global brick & mortar brands Social media & brand monitoring relies on keyword-based listening When keywords applied to location-based content, only a small percentage matches The local content miss is the local blind spot
- Start with the WHY, set measurable GOALS and start MEASURING Attract & Engage In Shop Display Window Personell Shelf space, Music, Scent, In-store traffic flow Point of Sale Print Local Advertising In-store magazines Out of Home Local Billboards Digital Signage Online: Reviews, Publishing (e.g. Yelp) Search (20% of Google Search is Local) Mobile Routing Group buying Check-in Coupons
- Link . Locations to platforms? . Products to online assets? . Inventory to mobile platforms? . Merchandizing, machines & assets to social media? Locate . Let users do? (check in, tweet, tag on smartphone with location tech)> pull . Let merchant do? (indoor positioning for analysis, or app triggering) > push or pull . Let carrier, or their partner do? (subscriber opt in, geofence around your shop) > pull and push . Let ad network do? (display and search advertising with HTML5 Geo info) > push Listen, Analyse . Location-Focused social media analysis? (several platforms) . Individual platform merchant dashboards? (Google, Facebook, Foursquare) . Benchmarking, trends, user influence, brand reputation, heatmaps? . Location of search trends in Google, Tweetdeck? . Crowdsourced mobile workforce for Field research? Attract & Engage . In Shop? Display Window Personell Shelf space, Music, Scent, In-store traffic flow Point of Sale . Print? Local Advertising In-store merchandizing & magazines . Out of Home? Local Billboards Digital Signage . Online? Reviews, Publishing (e.g. Yelp) Search (20% of Google Search is Local) Social (Like, +) . Mobile? Routing, navigation Group buying Check-in deals & badges Coupons Transact . Loyalty Reward? Points, kickbucks, badges, etc. etc. Exclusive privileges . Deal redemption Offers, deals, specials, coupons Cash (e.g. PayPal, AMEX Credit) Non cash (e.g. prizes, incentives, merchandizing) . Sales Discount Retain . Loyalty Program Internal or external / industry Apply best contingent game dynamic . Link to Deals Groupon, Google Offers, LivingSocial etc. etc. Or proprietary group buying schemes . Link to POS . Social CRM Integrate location into your social media markating & monitoring