Tips for Location-Based Marketing, Part 2

Dave LawsonOnce you are confident you are able to deliver your marketing effort as intended you can look to location to deliver a high degree of relevancy. With all the amazing technological advances today, a human being can still only be in one place at one time, and very often that place ends up carrying with it a significant amount of importance (whether we are conscious of it or not). This importance ranks location-derived relevancy in message or content exponentially more powerful than other variables when the success of your marketing effort relies on making a memorable, emotional connection with customers and prospects.
The next way of thinking about location offers a strong way to frame thinking for planning a great execution.

In-the-moment: What do I know about this place at this time that I can leverage to make this a more effective interaction?

I’m not the first to reveal that one of the amazing things about mobile is that it truly bridges the digital and physical world in ways which previously haven’t been possible. From the consumer stand point, this allows access to information you need right then and there. For marketers, the concept of “in-the-moment” data availability should drive execution for both acquisition efforts, as well as consideration, conversion and retention engagements. When a consumer’s location is shared (user entered by agreeing to share data in app, putting in a street address, submitting profile data for access to a service, etc) or derived (cell tower triangulation, cookie values, carrier-initiated look-up, GPS, wifi nodes, photo meta-data, location-specific “connectors”, even reverse IP are all ways that can be used today if appropriate), knowing where they are is a great first step. This first step is often where a strategy ends and in many cases, even at this basic level, just going this far can make huge differences for an initiative.

Marketers need to take that knowledge to the next level by thinking about what that location means at that place and at that time.

Think about things like: “How will my content to this person change now that I know they are just outside a Disney theme park vs another consumer that is having coffee in Manhattan?” or “I know this prospect is in a store in Syracuse, has opened my emails on their mobile device and is looking at my mid-level printer- how can I support a conversion event with what I know about the store, the time of day, inventory availability, and the staff that is currently in that location?”

Truly consider what data could matter most and can be used to deliver a fantastic, sticky, memorable interaction or motivate a “good behavior.”

Taking this information to the next level likely means leveraging technologies like APIs and Webservices to match those actual locations to a wide array of variables such as time, temperature, day of the week, proximity to services, events in the area, layout, to create messages that will mean the most to those individuals. If you are involved in a direct digital marketing relationship with the person, combining these available data points with your own segmentation environment to key specific messages, offers, or promotions will cultivate a stronger relationship with your consumer-base. Bringing these relevant/known data points closer to the surface of the interaction will also deliver a better mobile experience overall. Efficiencies for the customer include less data entry, fewer “actions” to navigate, and minimization of scrolling/tapping/swiping/zooming. Limiting these actions decreases bounce rates, drop-off, and increases comprehension and positive brand impression.

With the right partners and infrastructure, execution should be straight forward and will pack a uniquely powerful marketing punch.

Stay tuned next week for parts 3 and 4 where I’ll jump into how lifepattern/storyboarding and the right tool set help you make the most out of your strategies.

2 Trackbacks/Pingbacks

  1. […] for Location-Based Marketing, Part 3 An in-the-moment approach to thinking about location and mobile marketing can be game changing on its own. Expanding that perspective to consider consumers’ lives […]

  2. […] Send the Right Information at the Right Time: Not only must retailers be active across many channels, they also have to be able to supply the right information to the consumer at the right time. RetailTouchPoints’ Holiday Outlook for 2011 recommends: “(Retailers) need to supply ‘all things’ at the right time and place, and at the right price . This is especially true during the highly competitive holiday season…. Retailers who pay the closest attention to delivering that seamless customer experience across channels will be the winners.” Here are some tips for providing the right content at the right time here. […]

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