Location Based Marketing Applications

Location Based Marketing: 

Group 5 – E-Book Project Location Based Marketing

Slide 2: 

Location Based Marketing Applications Outline: I. Introduction 1. Background/History 2. Existing cases of success II. Current technology/framework: 1. How it works 2. How it is used III. Business Models with demos: 1. Retailers Model 2. Consumers Model IV. Impacts of this technology: 1. On society 2. Negative aspect and downfalls of the technology V. Further thinking: 1. Ideas of improvement 2. Possible future uses VI. Extensive Reference List:

What are Location Based Marketing Applications: 

What are Location Based Marketing Applications Location based marketing applications (LBMA) works by using the GPS in your smartphone to pinpoint your location and inform you of businesses nearby. LBMAs allow consumers to find businesses that are nearby and learn about special offers they may have. LBMAs allow users to comment and rate products and services. Some LBMAs allow consumers to broadcast their location to others over the Internet, using the LBMA network, Facebook or Twitter.

What’s out there?: 

What’s out there? Foursquare Users check-in to locations to notify their friends they are there Businesses can offer specials to users who “check-in” at their store Yelp Utilizes phone GPS to help users find nearby entertainment and food locations Allows users to rate and comment on locations Businesses can pay for preferred result placement

What’s out there?: 

What’s out there?

Consumer Use: 

Consumer Use Save money Learn about local businesses Find nearby restaurants/shopping A network of peer reviews

Slide 7: 

Consumers are able to see where their friends are and have been . Consumers are able to see and get recommendations from friends and others on places that they plan on going Consumers get coupon offers and deals for checking into or even being close to a venue Consumer’s Model

Slide 8: 

*Video by Howcast via YouTube

Business Use: 

Business Use MurphyUSA – LBMA scratch game on WHRRL, foursquare specials combined with mobile payments platform Tasti -D-Lite - incorporating location based services into their loyalty program. It checks you in and gives you extra points

Slide 10: 

*Video by yelp via YouTube

Business Models with Demos: 

Business Models with Demos Users are enticed to visit the retail location by deals that are offered for the frequency of checking into their store. This gets people in the door. Web advertising, people’s recommendations and social media buzz can be connected to seeing actual people come into your store An inexpensive way to advertise

What’s the problem?: 

What’s the problem? Ethics Aggressively pushes individual consumption Getting texted or a message every time you a near a place could give the consumer the feeling of being “spammed” Privacy/Security concerns Customers location is tracked, retailers know exactly where you are at any time . It can be perceived as invasive on your personal life/space. Customers provide personal information but don’t know how it will be shared among retailers. Can’t control who accesses their information and how detailed it may appear.

What’s the problem?: 

What’s the problem?

What’s the problem?: 

What’s the problem? Larger companies can not justify using LBMA without using multiple platforms. The value proposition for companies is very broad. LBMA faces many technological challenges as location based services grow. Trouble determining the return on Investment

Further Thinking – Ideas of Improvement: 

Further Thinking – Ideas of Improvement Highlight consumers’ security Integrate a payment method within the LBMA Integrate the consumer’s social contacts to provide suggestions – not only for the business, but for specific products Track consumers’ buying habits – where do they shop and what kind of information are they researching while they’re there

References:: 

References: ( n.d.). Retrieved from Apple: www.apple.com (n.d.). Retrieved from Foursquare: www.foursquare.com (2010, September 17). Retrieved October 27, 2011, from Cubic Creative: http ://www.cubiccreative.com/blog/index.php/2010/09/17/marketing-by-location / (2011, September 20). Retrieved October 2011, from It's My Ingredient: http://itsmyingredient.com/2011/09/20/location-based-marketing-a-primer / Bodnar, K. (2011, March 15). Hubspot Blog . Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/10703/The-Future-of-Foursquare-Understanding-Location-Based-Marketing.aspx?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+HubSpot+% 28HubSpot%29 Harris, R. (2011, September 20). Retrieved 2011 October, from ZDNET: http:// www.zdnet.com/blog/feeds/social-media-books-location-based-marketing-for-dummies/4172 Mestrovic, D. (2011, June 28). in Blurbs . Retrieved from http://inblurbs.com/blog/location-based-marketing-social-media-to-get-you-in-front-of-your-audience / STEVE ALEXANDER. (2011, September 5). Got a smartphone? We've got a deal nearby for you :Discounts on lunches to lamps are as close as your smartphone with location-based advertising.. Star Tribune,A.1. Retrieved September 25, 2011, from ProQuest Central. (Document ID: 2444030581 ). Siegler, M. (2009, July 16). Retrieved October 2011, from Tech Crunch: http://techcrunch.com/2009/07/16/foursquare-shows-the-business-potential-of-location-based-services / The Technology Stig. (n.d.). Retrieved October 2011, from http://thetechstig.com/? p=26 Unni, R., & Harmon, R. (2007). Perceived Effectiveness of Push vs. Pull Mobile Location-Based . Journal of Interactive Advertising . http :// ww.onlinemarketing-trends.com/2011/04/location-based-apps-infographic-on-top.html Reed, Rob. "Location-Based Marketing Whitepaper: Part II." MomentFeed . 12 Jan. 2011. Web. 01 Nov. 2011. <http://momentfeed.com/2011/01/location-based-marketing-whitepaper-part-ii />. "The 8 Roles of Location Based Marketing." SocialWayne.com by Wayne Sutton. Web. 01 Nov. 2011. <http://socialwayne.com/2010/12/03/location-based-marketing-roles-applicaitons />.