Location Based and Proximity Marketing_Michael Hanley

Mobile Location-Based and Proximity Marketing

Location Based and Proximity Marketing: Reaching Consumers Where They Are

Class 11


SMS

MMSEmail

A Mobile Campaign(Mobile, Mobile Enabled)

ImageRecognition IVR

Internet

Mobile Web

BluetoothTalk

Ways to Interact With a Mobile Phone and

Distribute Mobile Content GPS

Talk to Text

6

Location/GPSApps


Consumer Engagement


LBS Consumer Segments


What is Location Based Services?The Mobile Marketing Association definition of location based services (LBS): “A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network.

Handsets have to be equipped with a position-location technology such as GPS to enable the geographical-trigger of service(s) being provided.


What is Location Based Services?LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theaters, etc.

LBS may also be used to track the movements and locations of people, as is being done via parent/ child monitoring services and mobile devices that target the family market.”


LBS Services


LBS Technologies


Types of LBS• GPS - Global Positioning System. Consists of 24 earth-

orbiting satellites. User must have a mobile phone with a GPS receiver.

• E911 – Enhanced 911 is a North American telephone network that automatically determines a location of the caller seeking emergency services like fire, accident, kidnapping and others where communicating to your place is impossible. E911 is one of the most widely used location services in North America and Canada.

• RFID - Radio Frequency Identification (RFID) method used to transmit identity of an object wirelessly. The identity displays in the form of a serial number. Used to store and retrieve data by using two devices like tags and transponder in a mobile phone.


Types of LBS• Wi-Fi – Wi-Fi Positioning System (WPS) that uses

radio signals emitted from wireless routers to point out the exact location of any Wi-Fi enabled device like PC, laptop, PDA, Smartphone or RFID tag. The operator providing this has a compiled database of every wireless access point in a particular city, location or building. The identifier unit of the router notes the database where access point is located. So the software of the system scans for access points and several signals and by comparing those to the reference database it then calculates the user’s location.


LBS Infrastructure


Location Based Ecosystem


LBS Demographics


LBS Usage Growth


LBS Advertising


LBS Marketing AppsYelp

7

Foursquare

Waze ParkMe Banjo

Sonar Highlight

Glancee


LBS Marketing AppsEchoEcho

7

INTRO

ShopKick SCVNGR

CardFlick Loopt

Kismet Meijer


What is Proximity Marketing?Proximity marketing is the localized wireless distribution of marketing content associated with a particular location. Transmissions can be received by individuals in that location who wish to receive them, regardless of mobile device type. It allows brands to effectively reach and track their customers in the out-of home environment facilitating the ability to make cost-effective and educated purchase decisions and to receive helpful and valuable location-based information.


Types Proximity Marketing?Bluetooth - a range of about 30 feetWiFi - a range of about 150 feetNFC - a range of about 6 inchesRFID - a range of about 10 feet


Types Proximity Marketing?Bluetooth - a range of about 30 feetWiFi - a range of about 150 feetNFC - a range of about 6 inchesRFID - a range of about 10 feet


Comparing Proximity Marketing?


How Proximity Marketing Works


Indoor Proximity Marketing

Education

Location Based and Proximity Marketing_Michael Hanley