- 1. Location, Location, Location! Effective mobile targeting in
an App-centric worldRay Pun | Strategic Marketing for Mobile
@RayPunSD 2012 Adobe Systems Incorporated. All Rights 2014
Reserved. Adobe Confidential. 1
2. 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential. 2San DiegoAmericas Finest CityRay PunStrategic
Marketing for Mobile@RayPunSD 3. Key Takeaways1Use location
todeliver contextuallyrelevant experiences2Respect consumerprivacy
standardswhen using locationdata 2014 Adobe Systems Incorporated.
All Rights Reserved. Adobe Confidential. 33Put customer valuefirst
& then select theright locationtechnology 4. Key
MessageGeo-fence to deliver mobile value 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.4 5. Agenda1
| Fundamentals of location-based marketing2 | Mobile marketing
survey: Location tactics3 | Consumer privacy: Best practices4 |
Location and value framework5 | iBeacons and Micro-location 2014
Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential. 5 6. Mobile Marketing Association: Location
terminology guide 2014 Adobe Systems Incorporated. All Rights
Reserved. Adobe Confidential. INTRODUCTION: THE LANGUAGE OFLOCATION
LOCATION DATA & SIGNALS LOCATION TARGETING & STRATEGIES
LOCATION MEASUREMENT & METRICS GLOSSARY OF TERMS6Source:
http://www.mmaglobal.com/location-terminology-guide 7. Basic
tactics 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential.Standard Location Targeting IP Address (192.168.1.254)
Country, County, City7 8. Intermediate tacticsLocation Social
Targeting Geo-Fencing Geo-Conquesting Check-in via social network
Define radius around 2014 Adobe Systems Incorporated. All Rights
Reserved. Adobe Confidential.Point-of-Interest GPS data required8
Define radius aroundCompetitors Point-of-interest GPS data required
9. Location & dataOut-door position GPS: very accurate data
when device is outside buildingsIn-door position 1.0 GPS: data is
collected; however, the accuracy is not very precise WIFI
triangulation: accuracy depends upon number of hotspotsIn-door
position 2.0 Bluetooth LE and beacons: very accurate in-doors 2014
Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential.9 10. Beacons and Mobile devices 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.
Micro-location targeting Bluetooth LE (low energy) Beacon will
broadcast signal Smartphone can receive signal10 Source: Apple,
Estimote 11. Adobe Mobile Marketing Survey 2014 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential. 11 12.
Mobile app innovation and location technology 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.12
Micro-location opportunity Notable deployments: MLB,Safeway,
American Airlines,Marriott, Lord & Taylor, Macys 13. Privacy:
Best Practices Say what you do, do what you say, & keep it
simple Opt-in for capabilities that maybe viewed as intrusive
Describe how location data is used and how consumer can opt-out
Manage and control the usage of customer data 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.13 Mobile
Privacy Whitepaper: http://adobe.ly/1cv9aOJ 14. Customer ValueGood
Better Best 2014 Adobe Systems Incorporated. All Rights Reserved.
Adobe Confidential.14Easy& ConvenientSave MoneyWow!Amazing
&Delightful 15. Location AccuracyGood Better Best 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe
Confidential.15CityPoint of Interest(Geo-fence)In-door 16. Location
Accuracy & Customer ValueWow &DelightSaveMoney 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe
Confidential.16Customer ValueEasy
&ConvenientCity(Macro)Location
AccuracyIn-door(Micro)Point-of-interest(Geo-fence) 17. A&E
Networks: History Here 2014 Adobe Systems Incorporated. All Rights
Reserved. Adobe Confidential.17Value: Easy &convenientLocation
accuracy Point-of-interestSource: A&E Networks 18. Best Buy:
Geo-fence check-ins & loyalty points 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.18Value: Easy
& convenient Save moneyLocation accuracy Point-of-interest
Geo-fenceSource: Best Buy 19. MLB: Baseball and Beacons 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe
Confidential.19Value: Easy & convenient Save money Wow &
delightLocation accuracy In-doorSource: Mashable.com 20. SuperBowl
Ad: Do you know what your marketing is doing? 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.20 21.
iBeacons and Micro-Location: The Future is Here 2014 Adobe Systems
Incorporated. All Rights Reserved. Adobe Confidential.21 Source:
Apple, Estimote 22. iBeacons at Adobe Summit 2014: London Excel
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential.22 23. Beacons and In-store Engagement: Analytics 2014
Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential. 24. Mobile Wallet: What is it and how do you get
it?Apple Passbook: Native Google Wallet: Download 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe
Confidential.Source: Vibes 25. Mobile Wallets & Location:
Passes can be triggered by Beacons For the Consumer For the
Marketer Location triggers Low cost location-based marketing 2014
Adobe Systems Incorporated. All Rights Reserved. Adobe
Confidential.Source: Vibes 26. Mobile Wallets & Payment: Apple
Passbook & Apple Pay 2014 Adobe Systems Incorporated. All
Rights Reserved. Adobe Confidential. 27. Key MessageGeo-fence to
deliver mobile value 2014 Adobe Systems Incorporated. All Rights
Reserved. Adobe Confidential.27 28. Key Takeaways1Use location
todeliver contextuallyrelevant experiences2Respect consumerprivacy
standardswhen using locationdata 2014 Adobe Systems Incorporated.
All Rights Reserved. Adobe Confidential. 283Put customer valuefirst
& then select theright locationtechnology 29. Ray
[email protected]: @RayPunSDLinkedIn: Ray Pun 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.