My presentation from Webcom 2012 on The Future of Location-Based Marketing.

1. The Future of Mobile and
Location Based Marketing
May 16, 2012
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2. The mobile phone is becoming the “first screen” for
a majority of internet users
There are more people own this
earth that own mobile phones than
toothbrushes.
-Bill McDermott
Co-CEO, SAP
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@aaronstrout

3. This Mobile Thing is Big!
42% of
mobile
5.9 billion
phones in
mobile
the U.S. are
subscribers
smartphones
(87%) 1.2 billion
worldwide Mobile web
users 8 trillion text
messages Google
sent in 2011 makes $2.5B
in annual
mobile ad
revenue
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4. Use of Geo-Social and Location-Based Services is on the
Rise
*Pew Internet, Kathryn Zickhur, May 11, 2012
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5. Research and Insights
Relationship Before Purchase
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
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6. Mobile activity is growing by leaps and bounds
Mobile is Opening New • 60% of Time Spent on Smartphones is New Activity for
Content Doors Mobile Users
Mobile Internet Google's10% of allsearches have risenmobile
•
mobile
Internet activity is via a
500%
Access is Hugefrom 2008 to 2010
Mobile/Desktop Search • Desktop search is complemented by, not cannibalized by
are Complementary mobile which spikes during lunch, evenings & weekends
Mobile-Optimized Sites • Mobile-optimized web sites get 74% better
Increase Conversion conversion rates
• Mobile commerce in should reach $119 billion by 2015
mCommerce is Viable according to ABI Research
Location Based Services • According to a survey by Microsoft, 60% of those surveyed
(LBS) Are Growing know what a LBS is. 24% have used an LBS
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7. Some Mobile Best Practices

8. Best Practices: Take advantage of mobile devices
native features
 Leverage features like:
 GPS
 Cameras,
 Sharing
 Music
LIKE THIS 
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9. Best Practices: Allow for Commerce but optimize
for Pre-Commerce
 Customers should be able to
buy through their mobile
device
 But more than likely will be
researching and sharing
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10. Best Practices: Leverage customers’ desire to
check-in and share
 Local is the new “black.”
Connect using a location
based service
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11. Speaking of Sharing…

12. Social Media is Huge
… but you knew that already
900 million 225 million
100 million 90 million
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13. Survey Says…
In August of 2011, 53% of all respondents to a JiWire survey
said they were willing to share location on a mobile device in
exchange for relevant content
JiWire Mobile Audience Insights Report: Q2 2011
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14. A Few Examples

15. Smart Use of Geofencing and Location-Based
Text Messaging
Subway has partnered with O2’s
location based texting service “You
Are Here,” to introduce scannable
discount vouchers.
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16. American Express Tackles the Last Frontier… Small Business
with My Offers
American Express introduced My
Offers, a mobile deals platform that
recommends and ranks merchant
offers based on a consumer's
spending history and location.
My Offers leverages American
Express' Smart Offer technology,
which connects shoppers and
merchants across the Facebook,
Twitter and foursquare platforms.
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17. Using Non-terrestrial “Location” - Shazam and GetGlue for
Oxygen/NBC
• Connected viewers to to once they “Shazamed” the “hot
spots” in the show.
• Delivered special scenes from Glee each week but that
followed the linear flow of the show.
• Great response from audience. Drove more digital
interactions.
• NBC is on 3rd show using GetGlue where fans can earn
exclusive stickers weekly for checking In to our shows.
• The Glee Project was the #8 most checked into show of
the summer and Bad Girls Club season 7 just passed the
100k check-in mark.
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18. What Does the Future Hold?

19. The Future of Mobile and Location is Ambient (Think Wifi)
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20. The Future is Better Deals/Loyalty (Think Tasti Dlite)
• Experiential
• Loyalty Based
• Educational
• Fun
• Non-transactional
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21. The Future is More Precise (Think Geofencing)
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22. The Future is Mobile Payments (Think NFC)
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23. Key Take Aways

24. Key Take Aways
The Introduction – increasingly, your customers’ first
experience with you starts on a mobile device
The Captive Audience – mobile search during
coffee, lunch & television complements desktop search
Your Website – remember to support customers’
purchase intent with the right info when they visit your site
When They Buy – most purchases still happen offline
but mobile is becoming critical to the buying process
The New Loyalty – customers want to connect, share
and engage with your brand via location based services
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@aaronstrout

25. THANK YOU!
 Aaron Strout, WCG
Head of location-based marketing
 blog.wcgworld.com
 amzn.to/lbm4d
 @aaronstrout
RESOURCES:
http://w.cg/LBMresources
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