By Rori DuBoff, David Potin & Daniel Rodrigo
Havas Media Group
Location Based Marketing
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media.
We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized.
In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Mobile Social Networks And Location Based Services Meng Seminar Claudio Sch...Claudio Schapsis
Mobile Social Networks And Location Services What Marketers need to know now - An introduction to Location Based Services applied to Marketing Intelligence and Marketing & Branding Location implementation and strategies. by Claudio Schapsis TW @schapsis
The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSEYOOSE
The Promise of Location Based Marketing
Mobile Marketing Academy Webinar 2013 with YOOSE
Topics Covered:
Relevance is highlighted within location
Geofencing
Geoconquesting
Location-based gaming
Location based SMS
Location based social
Check ins
Ethical concerns for LBM
Best location-based campaigns
Havas Media Global Trends: Location-based marketing Havas Media
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
eMarketer Webinar: Top Trends in Mobile Location-Based AdvertisingeMarketer
As mobile budgets swell and brands look for ways to make their ads contextually relevant to consumers, geotargeted mobile display advertising is on the rise, as are campaign results. Topics in this webinar include: How precise can geotargeted display ads be? Do tighter perimeters produce stronger results? Can marketers achieve scale with geotargeted mobile campaigns? Will beacons be a boon for indoor location targeting?
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Mobile Social Networks And Location Based Services Meng Seminar Claudio Sch...Claudio Schapsis
Mobile Social Networks And Location Services What Marketers need to know now - An introduction to Location Based Services applied to Marketing Intelligence and Marketing & Branding Location implementation and strategies. by Claudio Schapsis TW @schapsis
The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSEYOOSE
The Promise of Location Based Marketing
Mobile Marketing Academy Webinar 2013 with YOOSE
Topics Covered:
Relevance is highlighted within location
Geofencing
Geoconquesting
Location-based gaming
Location based SMS
Location based social
Check ins
Ethical concerns for LBM
Best location-based campaigns
Havas Media Global Trends: Location-based marketing Havas Media
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
eMarketer Webinar: Top Trends in Mobile Location-Based AdvertisingeMarketer
As mobile budgets swell and brands look for ways to make their ads contextually relevant to consumers, geotargeted mobile display advertising is on the rise, as are campaign results. Topics in this webinar include: How precise can geotargeted display ads be? Do tighter perimeters produce stronger results? Can marketers achieve scale with geotargeted mobile campaigns? Will beacons be a boon for indoor location targeting?
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
How to engage consumers via a 360 degree shopping experience, exploiting every channel available and presenting a consistent experience and branding approach throughout.
Location-based Marketing (LBM) - Global Media Trends Havas Media
Creating Meaningful Connections through Location Based Marketing. How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments. The presentation provides an overview of the technology, media and strategy fueling the opportunities of location-based marketing for global and regional brands.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Havas Global Media trends series also includes other reports on slideshare such as: Progressive Screens (multi-screens), Social Shopping and Life Tracking.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
Geomarketing allows enterprises total manage of their assest on field in real time. lso it provides communication between their employees, providers, agents and clients through a map interface. It allows you to display numerous tasks to control, supervised and change your activities right on the spot.
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
Location based services-2013_goldmedia_short_report_enGoldmedia Group
A recent study commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting (BLM) and carried out by strategy consultant Goldmedia has found that location-based services in Germany are providing a wide variety of offers, have an increasing user base and are also likely to experience high rates of growth.
At the end of 2012, there were 181 location-based services (LBS) providers in Germany. That number is expected to increase, with experts predicting that almost every app will incorporate an LBS function in the future. One in four Germans are already using a service of this kind.
The expanding Out-of-Home infrastructure now encompasses not only bought and owned media, but also devices such as mobile, laptop and tablet that are all used primarily while out of home. This convergence of media is driven by the evolving consumer landscape, which is why our Hot Topics for 2014 primarily focus on the intersection of where technology meets media on a multi-platform level.
As a result of the rapid proliferation of mobile devices and screen options we are seeing a significant increase in location-based marketing, as well as the need for value. The momentum behind environment awareness is adding a layer of context that allows applications to be grounded in utility rather than pure entertainment, providing consumers with a more useful and engaging connection.
Our 2014 Hot Topics include a full range of themes including real-time optimization, borrowed formats, smart devices and OOH’s affect on the speed of delivery.
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
How to engage consumers via a 360 degree shopping experience, exploiting every channel available and presenting a consistent experience and branding approach throughout.
Location-based Marketing (LBM) - Global Media Trends Havas Media
Creating Meaningful Connections through Location Based Marketing. How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments. The presentation provides an overview of the technology, media and strategy fueling the opportunities of location-based marketing for global and regional brands.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Havas Global Media trends series also includes other reports on slideshare such as: Progressive Screens (multi-screens), Social Shopping and Life Tracking.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
Geomarketing allows enterprises total manage of their assest on field in real time. lso it provides communication between their employees, providers, agents and clients through a map interface. It allows you to display numerous tasks to control, supervised and change your activities right on the spot.
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
Location based services-2013_goldmedia_short_report_enGoldmedia Group
A recent study commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting (BLM) and carried out by strategy consultant Goldmedia has found that location-based services in Germany are providing a wide variety of offers, have an increasing user base and are also likely to experience high rates of growth.
At the end of 2012, there were 181 location-based services (LBS) providers in Germany. That number is expected to increase, with experts predicting that almost every app will incorporate an LBS function in the future. One in four Germans are already using a service of this kind.
The expanding Out-of-Home infrastructure now encompasses not only bought and owned media, but also devices such as mobile, laptop and tablet that are all used primarily while out of home. This convergence of media is driven by the evolving consumer landscape, which is why our Hot Topics for 2014 primarily focus on the intersection of where technology meets media on a multi-platform level.
As a result of the rapid proliferation of mobile devices and screen options we are seeing a significant increase in location-based marketing, as well as the need for value. The momentum behind environment awareness is adding a layer of context that allows applications to be grounded in utility rather than pure entertainment, providing consumers with a more useful and engaging connection.
Our 2014 Hot Topics include a full range of themes including real-time optimization, borrowed formats, smart devices and OOH’s affect on the speed of delivery.
How Mobile Advertising Benefits Digital Media?spocto
Mobile Advertising Benefits Digital Media, No wonder that the worldwide mobile ad spending is expected to cross $40 billion by 2017. The credit goes to the continuously increasing numbers of smartphone and tablet users. Aside from that, here are a few routes in which Mobile contributes towards the boom of digital technology.
It is important to understand how OOH is still recommended and how technology has intervened in the same. OOH continues to be the most recommended medium as it drives huge traffic. In addition, technology intervention has helped OOH become way more preferred as it not only draws traffic but also major engagement. Technology has led to the development of digital billboards and displays that allow advertisers to showcase dynamic content, change messages in real-time, and even display interactive elements.
This presentation was given to students at the Iowa State Daily for training on understanding the differences between the Wired Web, Mobile Web, Mobile Marketing, and Mobile Advertising.
Role Of Hyper Local Targeting In Mobile Advertising Platformsspocto
After revisiting the popular trends of targeting the audiences and the buyers, the good old location-based marketing is creating the right buzz. The trend has grabbed attention as hyperlocal mobile advertising.
Intro to Mobile Marketing - WITI PresentationGhennipher
New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
What Is Mobile Marketing & Its Types.pptxTurboAnchor
What is Mobile Marketing? It’s a marketing strategy that engages the audience on smartphones or tablets using mobile-specific outreach channels, such as SMS, push notifications, MMS, social media, and in-app notifications. Each mobile marketing channel holds unique value in delivering and conveying specific types of information to the consumer.
In previous years, we have noticed that customers have shifted their attention to mobile. Therefore, marketers are doing the same to create true multichannel engagement. As technology gets divided into more segments, so does marketing.
The Power of Mobilizing Your Brand - Google Partners Connect EventPurplegator
As part of the frequently scheduled #GooglePartners Connect events, ATS Mobile also presented to event attendees the benefits of working with a digital agency that understands the evolution of technology, and how brands can best target their audience and budget using a social-mobile strategy. As a member of the #PartnersConnect group, ATS Mobile brings the best of social media relationships with Google and mobile search, its 25 years of experience working with agencies, brands and businesses of all sizes.
Similar to Location based-marketing - Havas Media Group (20)
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
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- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
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With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. HAVAS MEDIA – GLOBAL MEDIA TRENDS
Lead contributors
RORI DUBOFF
Global Head of Strategy
Havas Media Group
rori.duboff@havasmg.com
DAVID POTIN
Global Account Director
Havas Media Group
david.potin@havasmg.com
DANIEL RODRIGO
Strategy Director - Global
Havas Media Group
daniel.rodrigo@havasmg.com
2
Location Based Marketing
3. HAVAS MEDIA – GLOBAL MEDIA TRENDS
Location Based Marketing
Creating Meaningful Connections
through Location-based Marketing
Localized advertising has been around for a long time, since the first time a
storeowner posted a street sign to promote their shop. However, more recently
the term ‘’localized’ has taken on new momentum as global, regional and local
brands are all increasingly relying on geo specific media to connect with people
in real-tim e in a more personal, m eaningful, and im pactful w ay.
Location-based marketing describes how brands can reach consumers in the
right place, at the right time, with the right message and experience. We know
today’s average consumer is constantly changing location, device, and changing
the media type with which they interact. To be relevant to these consumers, we
need to keep up with them, adapting and changing m arketing content to
their realities and environm ents.
According to Asif Kahn, founder of the Location Based Marketing Association
(LBMA), the term location-based marketing is about the intersection of
people, places and m edia. It’s not just another channel, but a platform for
rich data to learn from and apply for future marketing efforts.
Growth of Location-based Marketing
In the past few years, there has been significant grow th in the number of
people using location-based services to search and navigate local
neighborhoods, find nearby offers/deals, and share personal recommendations.
In 2012, there were approximately 747 million users of location-based services
worldwide. The number is expected to triple to approximately 2,093 million
users worldwide by 2016. .1
Correspondingly, m arketers’ investm ent in location-based advertising is
expected to skyrocket from 0.53 billion euros worldwide in 2012 to 6.5 billion
euros by 2017. Why such high growth? Location-based services (such as
Foursquare, Google, and other localized apps) are expected to bring in $10
billion in revenue from consumers and advertisers by 2016.2
1
2
Emarketer 2013, Strategy Analytics 2011
Ibid
3
4. HAVAS MEDIA – GLOBAL MEDIA TRENDS
Location Based Marketing
Location-based technology
Today, companies are using a variety of location based marketing tools and
technologies to connect on a localized and personal level with consumers,
including the following:
BLUETOOTH
Wireless technology standard to exchange data over short distances
between devices.
Bluetooth is most commonly found on mobile devices, but can also
be integrated in billboards or point of sale to engage consumers
through shareable, real-time content.
GPS
Space-based satellite navigation system that provides accurate
location information to GPS-enabled devices.
Used in most navigation systems and mobile phones to provide
directions or locate and target the consumer with customized
content.
RFID
Small electronic chips that transmit data wirelessly via radiofrequency identification. Similar to a barcode (unique object
identifier).
RFID tags can identify and track movement (of objects, products,
people). At events, consumers can check-in in at a venue and track
their movements by wearing a RFID bracelet.
WIFI
Most common wireless technology exchange for connecting devices
to the Internet using radio waves. Offers high speed longer range
access and bandwidth.
It’s the preferred technology to engage consumers with apps,
websites, or other digital content. Many brands sponsor Wi-Fi hot
spots to give free Internet access in exchange for consumer
engagement and data.
NFC
Establishes short-range communication between devices by
touching or bringing them into proximity.
Near Field Communication (NFC) can be used for cashless payments
(i.e. Google Wallet). NFC tags can also be embedded into nonelectronic objects or media (such as posters) to create interactivity
with consumers and deliver relevant content to mobile devices.
iBeacon
Enables an iOS device or other hardware to send push notifications
within close proximity.
Placed in strategic locations, sends mobile alerts with info, coupons
or rewards to consumers when they approach a certain area.
4
5. HAVAS MEDIA – GLOBAL MEDIA TRENDS
Location Based Marketing
All of these technologies are part of a broader ecosystem that is helping
marketers custom ize content, m edia and services to adapt to the
geographic and real-tim e needs of consumers. Yet, beyond technology,
successful location-based marketing campaigns require strategic planning and
deep consumer understanding of w hen, w here, w hy and how consumers
engage with local media and services.
Consumer Marketing Opportunities
Marketers should think about mapping out the consumer journey to understand
how location-based media and content can help drive awareness, engagement,
preference, purchase and ultimately sharing. Here are som e areas for
effectively deploying geo-targeted com m unications.
1.
O ut of Hom e: Activate static posters through socially linked actions (i.e.
check-ins or SMS calls to action), digitize billboards with location specific live
content feeds (i.e. news, weather, etc.), embed NFC tags or QR codes on
marketing collateral to deliver relevant content to mobile devices
2. Events: Enable consumers to engage with the brand/product in more
interactive (experiential), physical (augmented reality) and social ways by
rewarding local participation and public content sharing
3. Search & Display: Plan and bid against location specific keywords, display
and video to target geo-specific consumer segments at various phases of
the consumer journey. Extend across multiple platforms, including online,
mobile, and other digital channels
4. Point of Sale: Identify consumers in store or near proximity (via geofencing
or geoaware technology), and deploy situation-based messaging, geotargeted coupons and engage with in-store kiosks and digital displays
5. M obile Apps (& Wearable Tech): Co-develop or sponsor location based
apps /services that deliver highly relevant, unique consumer value (such as
time or cost savings) and help drive brand transactions, loyalty and sharing
Throughout all of these opportunities, data is what we rely on to connect the
consum er to the m edia that is near them, so being able to effectively
capture, m easure and optim ize data on a continuous basis is essential.
5
6. Location Based Marketing
HAVAS MEDIA – GLOBAL MEDIA TRENDS
Future of Location-based Marketing
As digital technologies continue to evolve faster, bringing unprecedented
changes, it becomes more difficult to predict exactly what technology or service
will flourish or perhaps disappear. For instance, a few years ago we were
discussing the merits of Gowalla, Whrrl and Foursquare. Today the first have
been acquired while the latter has exploded with more than 40 million
Foursquare users worldwide.
This said, we can fairly predict that location based-marketing should have a
promising future. Some predictions we can list for the next few years:
Location-based Marketing becomes an integral com ponent of
m arketing com m unications as consumers continue to gain more value
from location-based sharing (such as check-ins), become more comfortable
with interacting with digital screens, and rely more on their mobile device to
access content in their daily life.
Increase in perm issive, yet passive engagem ent by consum ers
(‘passive geo’) as it becomes easier for consumers to automatically share
their location within their social circles, and passively receive relevant
location based content, such an tips, offers /discounts. Of course, marketer
transparency and data security stays critical for mass consumer adoption.
M ore diversified and sophisticated formats for location-based
marketing, including wearable technologies. Google Glass is pioneering this
space, removing friction for consumers seeking to navigate and interact
simultaneously in the physical and digital world.
Geo-data insights from social (check-ins, postings, conversations),
behavioral (in-store foot traffic), and transactional (commerce) will be used
to optimize ad placements, couponing, customer service, and product dev.
Strong linkages to the m obile w allet. New
consumers gifts certificates, tickets and coupons to
places (points of sale, restaurants, cinemas, hotels),
relevant as consumers have the possibility to hold all
mobile wallet (such as Google Wallet, PayPal, Square).
platforms offering
be used at various
will becomes more
of these offers in a
Location-based marketing offers a unique value – the ability to deliver on the
promise of highly relevant, real-tim e personal connections betw een
brands, people and com m unities. As technology and marketing strategies
continue to evolve, we can continue to unlock value from traditional media as
well as create new media to improve communications and interactions to
becom e m ore m eaningful and valuable.
For more information
http://youtu.be/-Nv1d9Lylzg
Location-based marketing video
by Havas Media with Foursquare,
Google, JCDecaux, and the LBMA
http://goo.gl/vaH7WA
Location-based marketing presentation,
strategies and campaign examples
6