This document discusses location-based mobile marketing. It explains that location-based marketing delivers targeted messages to people within predefined geographic boundaries at the right time and place. Marketers can create geo-fences and send location-aware messages to opt-in subscribers within those areas. Benefits include low cost, 100% reach without requiring apps or GPS, improved response rates through precise targeting, and analytics on when and where messages were received. The document contrasts carrier-based location data, available for most phones, with app-based location data, which requires app installation and has limitations like battery drain. It provides examples of location-based campaigns and concludes that combining SMS/MMS with precise location data makes mobile marketing more actionable, impact

1. Location Based Marketing

2. Delivering the right message to the right
person at the right place and time!

3. What is location and how it works?
Location Based Mobile Marketing
Pushing targeted content based on mobile location and time-of-day
to maximize call-to-action or response.
How it works?
1. 2. 3.
Subscribers opts in to You create GEO-fences Deliver location aware messages to only
receive location based the people within the pre-defined geo-
messages fences (the right time and the right place)
Message #: 18 Date: 9/02/2012
We'll send your message to
anyone in the geo fence at
the scheduled time.

4. Why Location Based Marketing?
Benefits to Marketers: Benefits to the subscribers:
Low cost of entry (No need for APP development) Subscribers receive only relevant messages
Great “NOW” deals and alerts that subscribers can
100% Reach – no GPS chip or smart phone needed take advantage of at the right time and the right
place
No download or user action dependencies – Opt-in
No need for an app download
users always receives content when phone Is “on”.
Improved response - Reach your clients with only
No extra charges to recipients
relevant offers and information
Higher marketing ROI with better SMS/MMS geo- No phone battery drainage due to app running in
targeting background for obtaining location information
Maintain the responsiveness and integrity of your No need to own a smart phone in order to receive
mobile community special deals and alerts
Rich analytics on when? and where? Ability to opt-out and stop messages at any time

5. Types of location: Carrier-based vs. App-based
App-based location Network-based location

6. Types of location: Carrier-based vs. App-based (continued)
Network-Based App-Based
US Addressable Subs 285 million 50 million
Adoption Hurdle No Download App Download Required
Platform-specific App Platfotm specific (iPhone, Android,
No – All phones Blackberry, Windows, etc.)
Speed 0 - 10 seconds 15 – 30 seconds
Accuracy 5- 500 meters 5- 100 meters
Indoor Coverage YES NO
Downtown Coverage Better Worse
Battery Drain None Severe
Data Integrity App Allowed
Network Secure
(Spoofing Permitted)

7. The following slides are few ideas on the
types of location campaigns you can run…

8. 1. Delivery of SMS/MMS based on real-time location lookup

9. 2. Schedule multiple location ping times for the same campaign for
multiple GEO fences

10. 3. Delivery of Different Auto-Replies to users who are signing up
based on a real time location lookup

11. 4. Real-Time Location Lookup Upon Signup (save PRIMARY location for later
geo re-targeting)

12. Obtain Real-time location Heatmaps of your demographic

13. Conclusion
Mobile Marketing is powerful …
SMS/MMS + Location is:
More Actionable
More Impactful
More Targeted

14. Kalin Kassabov
Founder, CEO
kalin@protexting.com
347.881.8824