Location Based Marketing & Local


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a Canadian Perspective on Location Based Marketing - by Mediative a Yellow Pages Group Division

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Location Based Marketing & Local

  1. 1. Location Based Marketing<br />Checking Up on Checking In<br />By : Mohamed Kahlain | @mkahlain & @Mediative<br />leading the Performance and Location-Based Media Products at Mediative<br />
  2. 2. http://www.flickr.com/photos/lgblog_de/3566958742/sizes/o/in/photostream/ <br />
  3. 3. Peugeot Launches Hyper-Local Advertising Campaign with NAVTEQ ...<br />‎ <br />2010 | Facebook Deals To Compete With Google Places? | Internet...<br />‎ <br />Yellow Pages listings opened up for mobile developers<br />Twitter adds location with Places feature<br />Bing becomes local SMB-friendly with new Business Portal – April 2011<br />2010 - Facebook Launches New Mobile Tools, Location Based Deals<br />2009 – Foursquare: Location-Aware Social Networking Done Right<br />2010 | Google Executive Marissa Mayer Promoted To Oversee Location, Local Services<br />The Check-in is Dead – April 2010<br />it is also a nightlife game where users get extra points for being the first to visit a new place<br />
  4. 4. 1<br />3<br />Location Based Interactions<br />LBS as an intersection of technologies (Brimicombe 2002).<br />2<br />
  5. 5. Location, places, hyper-local, M2M, Mixed Reality, Cheking-in…etc<br />« Time out »<br />
  6. 6. ACT 1 <br />Market Reality<br />
  7. 7. Our “4P’s” are in a Revolution<br />
  8. 8. Mobility Evolution : Acceleration Phase<br />University of Zurich – first Lesson from LBS<br />Foundations of Location Based Services<br />Stefan Steiniger, Moritz Neun and Alistair Edwardes<br />Ipad , Facebook Places <br /> & Google Places are introduced<br />1st Commercial<br />Mobile phones<br />TOKYO<br />1 Billion web users<br />600 Millions mobile web users<br />1st US PATENT<br /> for a Wireless Phone<br />Google AcquiredAndroid<br />Blackberry introduction<br />1st GSM Network<br />Finland<br />3G Japan<br />Nokia<br />1st Portable Phone<br />1st Mobile content<br />New York<br />1st Mobile Phone Call<br />NTTDOCOMO<br />launch the "imadoco search™" location service<br /><ul><li>Motorola released the first Google android Phone
  9. 9. Foursquare & Gowallawerecreated
  10. 10. Iphone Introduction
  11. 11. Google Maps for mobile wasreleased</li></ul>Martin Cooper demonstrates the first portable cellular telephone.<br />
  12. 12. Complexity <br /><ul><li>Mobile devices
  13. 13. Digital coupons
  14. 14. hyper local
  15. 15. Display is coming back….</li></li></ul><li>offline vs. online<br />&<br />MIXED REALITY<br />
  16. 16. ACT 2<br />Location Based<br />« Definitions »<br />
  17. 17. Your are here « Definitions »<br />
  18. 18. The discipline<br />Location Based Marketing is the discipline that overview the planning and the execution of on the Go strategies.<br />The objective: Answering the business goals by Leveraging the location strategies at a Local or a National Level<br />How: Create tactics around 4 pillars<br />The Discipline<br />context<br />Location<br />Social Interaction<br />Platforms<br />mobile<br />Actors : Businesses CMOs, Consultants, thoughts leaders, Ad.agencies.<br />The 4 pillars of a Location Based strategy<br />
  19. 19. Did you notice, that it’s about Location?<br />To better master the Location concept, we introduced a new segmentation in Canada<br />52%<br />10%<br />7%<br />31%<br />
  20. 20. Centro<br />Metro<br />Cosmo<br />
  21. 21. Source : Mobile Marketing: Finding Your Customers No Matter Where They Are<br />Mobile vs on the go<br />machine 2 machine<br />
  22. 22. The Real Life clicks “in the M2M world”<br />
  23. 23. Yellow Pages Canada – a Multi Platform product design for a Location Based Media offer<br />
  24. 24. ACT 3<br />Location Based<br />Model<br />
  25. 25. The three will need a stronger roots<br />1<br />Location based Transactions<br />2<br />Location based Analytics<br />3<br />Location Based Loyalty Programs <br />4<br />Location Based Services interactions<br />5<br />Location Based Medias<br />6<br />Standardized interactions, platforms<br /> and Business Rules management<br />7<br />Geo relevant non duplicated Data<br />Location Based Ecosystem<br />
  26. 26. Location Based services Ecosystem<br />Standards<br />Platforms<br />QR codes / access<br />The new<br /> medias<br />Businesses<br />
  27. 27. conclusion<br /><ul><li>Open and accurate Databases and Standards are the key to success.
  28. 28. It’s not about online vs offline but more the mixed reality and Machine to Machine interactions (M2M).
  29. 29. Avoid working on LBS instead of leveraging the global ecosystem to achieve your business goals.
  30. 30. Master the 4 pillars of LBM first.
  31. 31. Checking in needs to change from a social game to a business added value interaction.
  32. 32. Checking in is only one components of the Real life clicks.</li></li></ul><li>Location Based Marketing<br />Checking Up on Checking In<br />By : Mohamed Kahlain | @mkahlain & @Mediative<br />leading the Performance and Location-Based Media Products at Mediative<br />