Post on 12-Jul-2015
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Location, Location, Location! Effective mobile targeting in an App-centric world Ray Pun | Strategic Marketing for Mobile @RayPunSD
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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San Diego “America’s Finest City”
Ray Pun Strategic Marketing for Mobile @RayPunSD
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Key Takeaways
Use location to deliver contextually relevant
experiences
1 Respect consumer
privacy standards when using location data
2 Put customer value first & then select the right location technology
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Message
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Geo-fence to deliver mobile value
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Agenda
1 | Fundamentals of location-based marketing
2 | Mobile marketing survey: Location tactics
3 | Consumer privacy: Best practices
4 | Location and value framework
5 | iBeacons and Micro-location
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Marketing Association: Location terminology guide
6 Source: http://www.mmaglobal.com/location-terminology-guide
§ INTRODUCTION: THE LANGUAGE OF LOCATION § LOCATION DATA & SIGNALS § LOCATION TARGETING & STRATEGIES § LOCATION MEASUREMENT & METRICS § GLOSSARY OF TERMS
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Basic tactics
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Standard Location Targeting
§ IP Address (192.168.1.254) § Country, County, City
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Intermediate tactics
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Location Social Targeting Geo-Fencing Geo-Conquesting
§ Check-in via social network § Define radius around Point-of-Interest
§ GPS data required
§ Define radius around “Competitor’s” Point-of-interest
§ GPS data required
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Location & data
Out-door position § GPS: very accurate data when device is outside buildings
In-door position 1.0 § GPS: data is collected; however, the accuracy is not very precise
§ WIFI triangulation: accuracy depends upon number of hotspots
In-door position 2.0 § Bluetooth LE and beacons: very accurate in-doors
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Beacons and Mobile devices
10 Source: Apple, Estimote
§ Micro-location targeting § Bluetooth LE (low energy) § Beacon will broadcast signal § Smartphone can receive signal
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Adobe Mobile Marketing Survey 2014
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Mobile app innovation and location technology
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• Micro-location opportunity • Notable deployments: MLB,
Safeway, American Airlines, Marriott, Lord & Taylor, Macys
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
13 Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer Value
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Good Better Best
Easy
& Convenient
Save Money
Wow! Amazing & Delightful
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Location Accuracy
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Good Better Best
City
Point of Interest (Geo-fence)
In-door
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Location Accuracy & Customer Value
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Cus
tom
er V
alue
Easy & Convenient
Wow & Delight
Save Money
City (Macro)
Location Accuracy
In-door (Micro)
Point-of-interest (Geo-fence)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A&E Networks: History Here
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Value: § Easy & convenient
Location accuracy § Point-of-interest
Source: A&E Networks
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best Buy: Geo-fence check-ins & loyalty points
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Value: § Easy & convenient § Save money
Location accuracy § Point-of-interest § Geo-fence
Source: Best Buy
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MLB: Baseball and “Beacons”
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Value: § Easy & convenient § Save money § Wow & delight
Location accuracy § In-door
Source: Mashable.com
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SuperBowl Ad: Do you know what your marketing is doing?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
iBeacons and Micro-Location: The Future is Here
21 Source: Apple, Estimote
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
iBeacons at Adobe Summit 2014: London Excel
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Beacons and In-store Engagement: Analytics
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Wallet: What is it and how do you get it?
Google Wallet: Download Apple Passbook: Native
Source: Vibes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Wallets & Location: Passes can be triggered by Beacons
§ For the Consumer § For the Marketer
§ Location triggers
§ Low cost location-based marketing
Source: Vibes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Wallets & Payment: Apple Passbook & Apple Pay
© 2014 Outerwall Inc. All Rights Reserved. December 1, 2014 Page 27
Mobile, the Next Frontier:
Shavar Beckford Analyst, Web & Mobile
Optimizing The Lifetime Value of Your Customers On the Go
© 2014 Outerwall Inc. All Rights Reserved. December 1, 2014 Page 28
Point of Discovery: We Have a Mobile Audience
Tipping Point: Over 50% from Mobile
Meeting Needs: Which devices? Which sizes?
Total Redbox Visitor Traffic: (Web, Mobile Web, Apps)
• 20% from desktop • 70% from mobile phone • 10% from tablet
Redbox.com Visitor Traffic: (Web, Mobile Web)
• 41% from desktop • 48% from mobile phone • 10% from tablet
Redbox App Visitor Traffic (iPhone, Android App)
• 60% from iPhone app • 40% from Android app
© 2014 Outerwall Inc. All Rights Reserved. December 1, 2014 Page 29
Desktop Web
Tablet Web
Mobile Web
© 2014 Outerwall Inc. All Rights Reserved. December 1, 2014 Page 30
Mobile Apps
© 2014 Outerwall Inc. All Rights Reserved. December 1, 2014 Page 31
Geo-fencing with GPS and Points of Interest
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Message
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Geo-fence to deliver mobile value
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
33
Key Takeaways
Use location to deliver contextually relevant
experiences
1 Respect consumer
privacy standards when using location data
2 Put customer value first & then select the right location technology
3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ray Pun raypun@adobe.com Twitter: @RayPunSD LinkedIn: Ray Pun
Shavar Beckford shavar.beckford@outerwall.com