Location based marketing (LBM) uses mobile marketing to target mobile users within a certain geographic area. It allows companies to send targeted advertisements and offers to customers based on their current location through mobile apps and services. LBM is an emerging form of real-time advertising that is increasing in use as smartphone ownership rises. While LBM provides opportunities for targeted outreach, companies must consider users' privacy and gain consent to use location data.

1. LOCATION BASED
MARKETING
ᐧ FILM240 - MEDIA AND CULTURE ᐧ
By: Johan Cornelissen
Photo Source:Pixabay - OpenClipart-Vectors

2. LOCATION BASED MARKETING (LBM):
THE USE OF MOBILE MARKETING TO TARGET MOBILE USERS
WITHIN A CERTAIN GEOGRAPHIC AREA.
LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
WHAT IS LBM?
[16]

3. FILM 240 - JOHAN CORNELISSEN
“74% OF ADULT SMARTPHONE
OWNERS AGES 18 AND OLDER SAY
THEY USE THEIR PHONE TO GET
DIRECTIONS OR OTHER INFORMATION
BASED ON THEIR CURRENT LOCATION.”
-According to the Pew Institute
LOCATION BASED
MARKETING
[4]

4. FILM 240 - JOHAN CORNELISSENLOCATION BASED
MARKETING
Several mobile
applications
and services
are now
providing
location based
advertising to
their
marketing
partners.[6] [13]

5. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
Dunkin' Donuts was one of the first
brands to partner with Waze in 2015
for location based advertising. Dunkin'
invested in location based paid media
marketing to promote offers to Waze
users who are currently driving to one
of its locations or a competitor's. Photo Source: Wikimedia Commons - Anthony
[8] [9] [5]

6. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
Emerging navigation application Waze
claims "ad recall increased 86 percent for
drivers who saw branded location pins
compared to those who didn't."
Photo Source: Pixabay - Jarmoluk
[8]

7. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
THREE TECHNIQUES
FOR USING
LOCATION SERVICES
FOR BRAND
PROMOTION
Photo Source: Unsplash - Henning Witzel

8. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
1. TARGETING CUSTOMERS WITHIN A
CERTAIN DISTANCE OF A
BUSINESS/PROMOTION
Photo Source:Flickr - Garrett
[11]

9. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
During the fourth-quarter of 2014, more
than 80 percent of Dunkin's impressions
were sent to folks within 10 kilometers
of a Dunkin' store. Those who saw the ad
were more than two times as likely to
use the app to navigate to Dunkin' than
those who did not see an ad.
Photo Source:Pixabay - DariuszSankowski
[8]

10. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
2. TARGETING CUSTOMERS WITHIN A
CERTAIN DISTANCE OF A
COMPETITOR’S BUSINESS
Photo Source: Pixabay - andreas160578 Photo Source: Wikimedia Commons - Jerry Huddleston
[11]

11. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
When a brand strategically
targets a consumer based on
their near proximity to
a competitor's business, they
are harnessing the power
of comparative advertising.
Comparative advertising
allows business's to highlight
what sets their product apart
from their competitors.
Photo Source: Unsplash - Ferdinand Stöhr
[18] [10]

12. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
3. SEARCH RESULTS BASED ON
LOCATION
Photo Source: Pixabay - WDnetStudio
[11]

13. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
Google's "local search ads" feature displays advertisements in Google search
results and on the Google Maps application based on the user's location.
Photo Source: Pixabay - geralt
[1]

14. Increase in store visits. Don't miss out on foot traffic
nearby your location.
Receive customer query calls. Local search ads may
include an option for users to call your locations.
Provide customers with business information. Local search
ads link to your business’s website and information
LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
Google's local search ads benefits:
Photo Source:Pixabay - Pexels
[1]

15. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
LOCATION SERVICES ALLOWS GOOGLE MAPS
TO ASK YOU TO SHARE YOUR DINING PHOTOS
WHILE AT A RESTAURANT...
Allowing the next customer to get a
glimpse of the food before making
a restaurant choice...Photo Source: Pixabay - joshuemd
[3] [15]

16. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
LOCATION BASED MARKETING OPENS UP
THE MARKET OF REAL TIME ADS.
Depending on a users location, a
business can now provide special
offers to try to win over the
customer...in REAL time.
An example of this is Taco Bell's iAd
campaign which sets off proximity
alerts when a consumer gets close to a
Taco Bell location.
Photo Source:Pixabay - fancycrave1
[4] [12]

17. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
WHY USE LBM...?
"A whopping 72% of consumers say
they will respond to calls-to-action
in marketing messages they receive
within sight of the retailer."
- Lynn Baus (Marketing Land) [4]

18. FILM 240 - JOHAN CORNELISSEN
LOCATION BASED
MARKETING
What about privacy?
For a mobile application or service to successfully provide
location based marketing they should follow some basic
guidelines...
Photo Source:Pixabay - LoboStudioHamburg
[2] [7] [14]

19. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
1. PRIVACY BY DESIGN
2.TREAT CHILDREN’S
DATA AS SENSITIVE
A service must consider carefully
the intentional and unintentional
data flows from location based
services offerings.
Dealing with private information for
children requires acknowledgement
of the corresponding legal
obligations that may be triggered
under the federal children's privacy
law.
Photo Source: Pixabay - nicedude
[7]

20. LOCATION BASED
MARKETING
3. TRANSPARENCY ABOUT
LOCATION SERVICES
4. USER CONSENT
A business must treat location
information as sensitive personal
data, which means being transparent
and careful with the data.
User permission is key to a good
relationship between the service and
user. Therefore a service should not
set location services as enabled by
default.
Photo Source:Wikimedia Commons - Global Access Point
[7] [10]

21. LOCATION BASED
ADVERTISING
GOOGLE MAPS USE
OF YOUR DATA
Google Maps now uses your
driving patterns to alert you of
possible traffic on your drive to
or from work.
This is scary to some but Google
gains the trust of their users by
following the guidelines
described earlier, particularly
ensuring the user consents to
their location being shared.
Photo Source:Pixabay - werner22brigitte
[17]

22. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
AS OUR USE OF SMARTPHONES
INCREASES, LOCATION BASED
MARKETING IS CREATING A NEW
FORM OF REAL TIME TARGETED
ADVERTISING THAT IS SLOWLY
CLOSING THE GAP BETWEEN PRIVATE
AND PUBLIC INFORMATION.

23. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
REFERENCES 1:
[1] "About Local Search Ads - Adwords Help". Support.google.com. Web. 4 Mar. 2017.
[2] ALTER, ALEXANDRA. "Your E-Book Is Reading You". The Wall Street Journal 2012. Web. 4 Mar.
2017.
[3] Amadeo, Ron. "New Google Maps Notification Asks For Your Restaurant Food Photos". arstechnica
2017. Web. 4 Mar. 2017.
[4] Baus, Lynn. "Location-Based Mobile Marketing Is Where It’S At For Consumers". Marketing Land
2017. Web. 5 Mar. 2017.
[5] Bennet, Shea. "Paid, Owned And Earned Media: What’S The Difference?". ADWEEK 2014. Web. 4
Mar. 2017.
[6] Clark, Sean. "14 Of The Best Location Based Marketing Apps For Business". clark st james. N.p.,
2011. Web. 4 Mar. 2017.
[7] Hutnik, Alysa. "5 Privacy Tips For Location-Based Services". Mashable. N.p., 2012. Web. 4 Mar. 2017.
[8] Johnson, Lauren. "With Turn-By-Turn Directions, Google’S Waze App Wants To Win Mobile
Advertising". ADWEEK 2015. Web. 4 Mar. 2017.
[9] Matrix, Sidneyeve. "Module 02: Promotional Media: Lecture Part 02: Public Relations". 2017. Lecture.
[10] Matrix, Sidneyeve. "Module 02: Promotional Media: Lecture Part 01: Advertising Strategies". 2017.
Lecture.

24. LOCATION BASED
MARKETING
FILM 240 - JOHAN CORNELISSEN
REFERENCES 2:
[11] Meyer, Alan. "Mobile Marketing And Geolocation: Up Your Effectiveness With Location Targeting |
Carnival Mobile Insights Blog". Carnival Mobile Insights Blog. Web. 4 Mar. 2017.
[12] Robertson, Susan Krashinsky. "Super Bowl Advertising Won’T Wait For Commercial Breaks". The
Globe and Mail 2014. Web. 4 Mar. 2017.
[13] Shieh, Chih-Hui and I-Heng Hsieh. "The Effects Of Location-Based Mobile Marketing Between Push
And Pull On Usage Intentions". Journal of Advances in Information Technology 7.2 (2016): 134-139.
Web. 4 Mar. 2017.
[14] The New York Review of Books,. "They’Re Watching You Read". 2015. Web. 4 Mar. 2017.
[15] "Turn Google Maps Notifications On Or Off - Android - Google Maps Help". Support.google.com.
Web. 4 Mar. 2017.
[16] Turner, Jamie. "Define Location-Based Marketing | What Is Location-Based Marketing?".
60SecondMarketer. N.p., 2017. Web. 4 Mar. 2017.
[17] "Types Of Location Data Used By Google – Privacy & Terms – Google". Google.com. Web. 4 Mar.
2017.
[18] Williams, Kaylene and Robert Page Jr. "Comparative Advertising As A Competitive Tool". Journal of
Marketing Development and Competitiveness 7.4 (2013): n. pag. Web. 4 Mar. 2017.
All used images have creative commons licences and are sourced directly in presentation.
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