social business may 4 presentation - proximity marketing geolocation
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Mobile Marketing, Geo-Locationand Your Privacy
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What exactly is Proximity Marketing / Geo-Location?
Actually two different things...Proximity Marketing Geo-Location
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Proximity MarketingBluetooth Technology
• Requires Hardware (7-14 devices simultaneously)
• Asks 2 questions:
• 1. Would you like to pair w/device?
• 2. Would you like to download a file? *
• Must be looking at your phone - no sound
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Proximity MarketingStatistics to Consider
• 90% of US phones have Bluetooth turned OFF
• of 10%...When asked if they will receive file 75% No
• of 25% Yes...Half transmissions dropped-out of range
• Expect a Hit Rate of 1.25% or less
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Improvements
• Bypass first question all together
• Can pair with 28 devices simultaneously
• Data Collection Portal inside message for future marketing
The only real way to boost Hit Rate is to post signage all around your site.
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Pros and Cons
• $350-$1,200 Investment One Time
• Runs Maintenance Free
• Portable and takes up little space
• Bluetooth is gaining popularity in US
• Most phones won't receive the ping
• Range is very short
• Hardware required
• No Micro-Targeting
withProximity Marketing
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Geo-Location & Geo-Targeting
Mobile & Satellite Positioning
• No Hardware (unlimited mobile phones reached)
• Associates the geographical location with:
• IP Address
• MAC Address
• RFID
• Wi-Fi Location
• GPS Coordinates
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Geo-Targeting
Geo-Fencing
Shows content to that person based on their location. Used mostly online in the past, it is making it's way into a mobile environment.
There is a specified area around a business (Virtual Perimeter) that controls
message delivery. Often used in fleet services or missing children alerts.
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Pros and Cons
• Encourages customers to take action
• Technology does the work for you
• Easily integrate personal preference
• Combine with Multi-Media Texting for long-term results
• Businesses over use it
• Owners drop other forms of Marketing
• People forget they opted-in and feel spammed
• Micro-Targeting often not used and clients opt-out
withGeo-Location
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What about Consumers?
• 27%. - It freaks me out. I don't want it. Enough services already track me (cell phone / credit cards)
• 24%. - It's So Exciting! Just think of all the cool stuff you can now do and know about
• 40%. - It's a little freaky, but I might try it (cautiously). Seems full of possibilities (good and bad)
• 9%. - Undecided
Vs
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How to protect and manage your privacy
• Be discerning with your opt-ins (Be specific)
• Provide drill-down information for preferences
• Check before you agree to any terms on your phone
• Stay up to date on phone updates
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As a business...Use Geo-Location & Proximity Marketing as a spring board for long-term, more personalized communications with customers
First...You must get them to opt-in!
But how???
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QR Codes. Short Codes. Direct Input. Data Portals
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What industries benefit the most?
How do you integrate with other technologies?
• Retail
• Entertainment
• Consumer Packaged Goods
And
• Restaurants
• Attractions
• Events
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Retail
• Sales, New Products, coupons/Offers = Obvious
• Location + Preferences + History = Bullseye Mktg
• Combine Message + Multi-Media Texting with rotating images, scrolling banners, Barcoded offers...you now have
• Right Message + Right Delivery Vehicle = RESULTS!
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Entertainment
• Open Concert Seating
• Evening Entertainment at Comedy Club or Bar
• Link with GPS to walk that person Door-to-Door
• Movie Trailers embedded into the Text with option to buy tickets or enter for a chance to win premier tickets
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Consumer Packaged Goods
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Restaurants
Featured Menu Items
Open Patio Seating
Special Offers
Drink Specials
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Attractions & Venues
Geo-Location provides excellent Guerilla
Marketing
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EventsBook signings
Sports
Festivals
Parades FundraisersClick to Donate
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Forward to a FriendInclude this feature on every communication
The friend gets your offer and you get the friends data collected on your dashboardReward your Ambassadors
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How to Avoid the Pitfalls that can Derail your Success
• Treat your consumer data like Gold! Don't abuse this marketing medium with over-use.
• Align yourself with a service that keeps personal preferences and buying patterns in mind with all types of messaging.
• Change your offer or message at least once a month. Keeping it fresh increases participation.
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Best ways to monetize it for increased ROI
Tracking/Metrics
You must own the Data
Create unique
mobile offers or privileges
Switch it up for interests and testing purposes
Up-gradeNo waiting
in linePrivileged
Information
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Full-Circle
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