Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing October 18, 2011- Sponsored by Locaid The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for Creating Customer Value and Engagement October 18, 2011 MMA EDUCATIONAL SERIES Sponsored by:
46
Embed
White Paper: MMA/iLoop Mobile Location Technology Roadmap
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for
Creating Customer Value and Engagement
October 18, 2011
MMA EDUCATIONAL SERIES
Sponsored by:
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases and 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
95110
Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
94109
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
Los Angeles
Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
22 Canal St. , NY, NY 10023
Phone Number
Street City State Zip
(408) 907-2322
176 Oak St. San Jose
CA 95110
(415) 334-2232
1222 Jones St. San Francisco
CA 94109
(212) 917-8596
12 Canal St. New York
New York 10022
44264
Kohls
44264
Yes
1
2
3
4
5
6
7
Text KOHLS to 44264
Bonus Buy Discounts!
Step 3: Users confirm
and their location is
captured. Opt-in
location is the only
user location used for
future alerts
Step 4: Confirmation is
sent to user of
successful opt-in.
Optional landing page
or site link in SMS
Marketer sets up
Message List to map
which locations they
want to send to and
what message each
location will receive.
System compares
Message List locations
to stored users’
locations at opt-in to
segment messages
sent.
Phone Number
Street City State Zip
(408) 907-2322
176 Oak St. San Jose
CA 95110
(415) 334-2232
1222 Jones St. San Francisco
CA 94109
(212) 917-8596
12 Canal St. New York
NY 10022
Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi
Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Example: Message Broadcast with LBS
44264
Kohls
44264
Yes
Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi
1
3
4
5
6
Before sending alert broadcast, system pings all subscribers’ phones and compares present location with radii in the Message List locations to deliver relevant marketing messages
7
Phone Number
Street City State Zip
(408) 907-2322
176 Oak St. San Jose
CA 95110
(415) 334-2232
1222 Jones St. San Francisco
CA 94109
(212) 917-8596
12 Canal St. New York
NY 10022
MESSAGE LIST: Marketing Message Location Radius Message Cap
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
1300 Oak St., San Jose, CA 95110
2 miles 5000
Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
453 8th Ave., San Francisco, CA 94117
1 mile 4000
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers.
3444 Lennon Blvd., Fresno, CA 92331
10 miles 25000
Kohl’s Savers Club Sat. only! Canal/Mercer St. store is offering 30% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
22 Canal St. , NY, NY 10023
0.25 miles 5000
Subscriber (408) 907-2322
2
Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Example: Geo-Fencing
44264
Kohls
44264
Yes
1
2
3
4
5
7
8
User sees call to action in traditional media and texts keyword/short code to opt-in,. Double opt-in confirmation message sent first.
Step 5 & 6: User physically enters geo-fence. If triangulation is on their location is fixed and compared to the Message List. Location relevant message is delivered with optional link to mobile landing page or site (steps 7 & 8).
Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi
Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi
MESSAGE LIST: Marketing Message Location Radius Message Cap
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
1300 Oak St., San Jose, CA 95110
1 mile 5000
Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
453 8th Ave., San Francisco, CA 94117
2 miles 4000
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers.
3444 Lennon Blvd., Fresno, CA 92331
10 miles 25000
6
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Del Monte Kibbles ’n Bits – Create brand awareness when consumers were in close proximity to Target and pet food stores
• SMS example: “Dogs are family, & family deserves more than just 1 boring taste. Get NEW Kibbles ’n Bits Bistro Meals dog food @ Target Rancho Santa Margarita 2day.”
35
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Participants were surveyed:
• 60% said location-triggered messages are cool & innovative
• 79% said it increased their likelihood to visit a store
• 65% made a purchase as a result of a ShopAlerts message
• 73% would definitely or probably use the service in the future
What type of location was used?
36
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Retailer Express pushes location-based deals via branded shopping app
• When the App user gets close to an Express, Proximity Perks promos and recent news pop up
• Consumers show mobile coupon at register, learn about sale items at that location and share them with friends via Twitter/Facebook/email
What type of location was used?
37
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
38
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Leading technology and services making it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide
• Award winning iLoop Mobile Platform is a self-service SaaS solution with open APIs for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, mobile-enabled Web sites and other mobile marketing initiatives
• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services
• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
About iLoop Mobile
McDonalds: Enjoy one
FREE Small McCafe.
Code 34d83w
Exp.1/6/10
Help:mmcoupons.com
Opt-out: Reply
MCDONALD STOP
39
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Random impact; user decides when to interact
Drive messaging & marketing based on proactive location