Location-based marketing overview

LOCATION-BASED MARKETING

By Trevor Jackins

So who am I?

Currently a junior at Nevada

Marketing Major / Journalism Minor

Work Experience

Account Coordinator – Inkblot Ad Set Association – Kohl’s

Inkblot

Inkblot is a part of ASUN that is responsible for providing students, clubs, and orgs the necessary tools to promote themselves, their events, or their clubs on campus

I’m responsible for communicating with the clients and managing their work orders

So why location-based marketing?

Location-based marketing is a relatively untapped field of marketing. There is a lot of potential to make money is this field

But what is location-based marketing?

Location-based marketing is a form of marketing that is specifically targeting a group of people in a certain area.

There are many reasons why location-based marketing has a lot of potential.

1: The Internet is spreading and becoming more accessible

2: Mobile phone in developed countries is high

3. Location-based services and tracking are becoming increasingly popular

So take advantage of location-based marketing!

So how do you successfully use location-based marketing?

Bottom line, you want to find and target people that are or have been nearby, or who you expect might come to your business

Some Do’s and Don’t’s

Don’t: send mobile ads to people just because they are near your business

This is the most common misconception with location-based marketing. This strategy quite simply does not work

When people travel to a certain area, usually it is because they are on a specific mission. So unless your ad is offering an unbelievable deal, it will be ineffective.

Do: track where people have been At this point, you may be asking what is

the point of location-based services if you don’t want to send ads in your area.

Because you can still discover their preferences!

Sense Networks has learned that by tracking where people like to shop, you can predict where they would most likely shop at next. Which means you can send ads to people who are most likely to respond.

So how can you start location-based marketing?

Hire a firm that specializes in it.

Sense Networks is one firm that specializes in marketing through location-based services. They will help your marketing campaign be as effective as possible

Other tools you can use include:

Foursquare Geotoko

But again, this field is still pretty untapped. There is lots of money up for grabs for companies that can figure out how to successfully utilize location-based marketing

Where can you look for help If location-based marketing interests

you, then be sure to check out the LBMA!

The Location-Based Marketing Association is a group of professionals dedicated to increasing everyone’s knowledge on location-based marketing.

Members can get

Access to events and meeting Access to all research sponsored by the

LBMA Access to member directory Access to the blog and podcast, which

members can also contribute to

Again, why should you do this?

Location-based marketing is simply marketing done smarter. You are targeting people based on the knowledge of where they’ve been and where you can predict they will be going.

The End