Using Location-Based Tools

Dave LawsonAs you know, nearly infinite circumstances can drive mobile engagement. Smartly leveraging those circumstances to your advantage can make the difference between a half-baked effort and a business-driving, exceptional experience for consumers. Many of the world’s biggest brands – those investing heavily in mobile – have gone through the expense of building out teams and platform partnerships to integrate marketing channels.
But most brands today struggle with where the budget and resources fit to support advancing these efforts, especially with everything else they have going on. This is where a multi-channel, on-demand software solution, combined with expert professional services assistance, can really open things up. Having the right tools to support rich, dynamic content for those experiences – the right message at the right moment – is actually one of the favorite features of Concentri. And the platform’s power really kicks in when you combine that content capability with the universal profile data environment and segmentation prowess, already native to the software.

Earlier in this series, I discussed how SMS and triggered email communications can play a role in driving desired behavior during location-based marketing campaigns. Today, I’m going to take a look at how another mobile tool – the MS Tag—and when combined with the powerful tools in Concentri, can take your location-based efforts to the next level.

As with many of the proprietary 2D barcode options on the market, MS Tag makes it easier to provide a custom location-based experience for the consumer who scans it Marketers can now receive real-time location data from tag scans based on latitude, longitude, postal code, or a combination of all three. With the right tools, you can then use that information to provide those highly relevant messages – the ones that get you the results you want.

Here’s how you can take advantage of MS Tag’s location features (used along with Concentri) to create a unique experience customized to location.

Example: “Joe” is a busy professional who has already signed up for your email program. Using the data from Concentri’s universal profile management system, you know that Joe has opened your last three emails on his mobile device. With our automated real-time data gathering capabilities, you also know he’s in your New York City location right now and has just scanned the MS Tag on your product for the second time, indicating an “in market” in-the-moment communication opportunity.

Using his location and profile information, you can send him to a mobile experience designed around his needs of the moment from a single piece of content built and hosted within Concentri. This allows you to deliver the type of highly targeted mobile-specific experience consumers respond to most.

Not only can you present him with an offer unique to the NYC location (based on available inventory, the outcome of the recent Mets game, or even the weather at the time and place of the scan) you can also send him messages aligned with his interests. For the same initiative, if Gina does a scan for the first time in LA, from the same content that you built and served specific to Joe’s attributes and location, Gina can be presented with dynamically tailored content based on her location values (LA-specific inventory, how much the Dodgers lost by, and LA-specific weather.)

When using Concentri, it’s easy for marketers to change out content based on location (without burdening your IT team). You also can quickly build and launch mobile-optimized landing pages and microsites to support your location-based campaigns. (If you want to set up a time to see for yourself, get in touch with us.)

More Tips

As you design your location-based mobile campaigns, consider what content matters most to the consumer at that moment. Is this their first scan of your tag? Is it their third scan? What’s going on around them at that place, in that time? What information can you deliver to them in the moment that could drive their decision making process or lead them to complete a desired behavior?

Speed and timing plays a key role in the success of your efforts. Increased bounce rates and negative experiences result when you make a consumer type a URL into their mobile browser, have slow load times for the mobile landing page, or make the consumer do anything tedious (type, zoom, or scroll) to get the info they need.

As mobile device adoption rates continue to soar, marketers should use the available tools to their advantage for more purpose-driven, relevant mobile experiences. Reaching people with the right messaging when they’re “in the moment” is just one more powerful strategy to incorporate as part of your direct digital marketing approach.

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