Geolocation Marketing

Presented by:

David Fox Jensen, CEO

The Consumer Discovery Journey (CDJ)

A dynamic and fluid approach based on a longer “consideration and evaluation” process by which many different criteria are considered to include: consumer point of view, reviews, product comparisons, opinions, data, social influences. This model has a longer evaluation period and focus.

Based on the consumer controlling/creating/influencing much of the fact-finding and content creation; particularly having influence on relevance and content quality.

Post Purchase experience is based on open-ended engagement with brand/product and online sharing.

Content is King…

Consumers Value

Consistent,

Quality,

Content

Educates Entertains

Value

The more they value your content the more they…

Your internet success is dependent on how and what you contribute.

Do you product it? (wholesale)

Do you own the distribution network? (Distribution)

Do you buy it and then resell it (Retail)

Do you market it? (Marketing)

One of the tools you can use is geolocation marketing…

Geolocation Marketing DefinedThe use of a consumers geographical location for the purposes of marketing.

In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a consumers geographical location and deliver marketing materials to the consumer or to create a location based user experience to either sell a product or increase awareness.

•Location based services: A fancy way for saying the use of GPS and land based towers to pinpoint location.

•Marketing Materials: Any material created on behalf of an organization to establish authority on a subject, persuade a consumer to buy a product or increase brand awareness.

•User Experience: Any form of interaction between consumer and company usually over a digital medium.

Today’s mainstream Geolocation marketing options…• Mobile Search

• Mobile Banner Ads

• Social Media Integration• Check In’s

• Sharing

• PUSH Messaging

• Mobile Websites

• Mobile Apps

Example 1: Mobile Banner Ads and Rich Media

The Objective: Build Brand Awareness of the Audi Q3

• The Solution: HTML5 rich media (banner ads), time targeting and publisher category selection

• The Results: • Peak CTR Of 1.025% • 5% of consumers downloaded the

Q3 brochure• 7% of consumers clicked through

to the mobile site for more information

• Key points: • Clear goal• Solid user experience• Use of engaging content

Example 2: Mobile Search

The Objective: Increase Mobile Search ROI. Increase mobile booking growth and mobile traffic.

The Goal: Provide users with the information they are looking for when accessing via a mobile device; and drive room sales.

The Formula: Use of “Click-to-call” (CTC) and location extensions on paid mobile search advertising.

The Results: 20x Increase in mobile paid search ROI Mobile booking growth of 20% month over month 200% increase in mobile traffic (traffic to their

mobile sites)

Example 3: Social Media

The Objective: “We wanted to increase awareness of our Tablet S, generate buzz in advance of the launch and drive in-store visits to Sony stores and dealer stores,” said Marcy Cohen, head of social media at Sony Electronics.

The goal: Get as many people as possible to try the Tablet in person and encourage them to tell their social networks – in short, go viral.

The Formula: Created a custom tab on the Corporate Facebook page with clues to locations people could try the device

before launch, vote for a location to try the device and a chance to win a free device People RSVP’ed on Facebook Used geotargeted Facebook check-in’s and posts to notify consumers about their events and locations On site events with SWAG Chance to win on site predicated on providing email address or taking a photo with the tablet and posting it

on Twitter with hashtag #CatchTheTablet

The Results: Twitter: More then 1,700 tweets, fan base increase of 4.5% Contest Entries: 8,800 Pre-Order Website: 1,000 clicks Facebook: 41,437 engagements on the FB tab, Fan base increase of 8%

User experience• If you are expecting the user to

interact with you via their mobile device make sure you account for the user experience.• Do not use any geolocational

marketing unless the user can easily navigate downstream.

• Keep It Simple Stupid (K.I.S.S.): Make it easy, simple and easy for the big fingered to navigate.

• Clear call to action: Make your “call to action” clear and easy to execute.

Lighthouse Media Solutions Lighthouse Media Solutions is a forward-thinking media solutions and creative design

company that specializes in identifying and executing strategies that leverage traditional and emerging technologies. Our team is comprised of creators, technologists, artists and strategists who use and create marketing strategies in the digital world. Website design, development, management, hosting and optimization Mobile website design, development, management, hosting and optimization E-marketing: e-newsletters, e-blasts, e-magazines Search engine marketing and optimization Social media management and marketing Marketing strategy development Video production: online, viral, off-line Radio advertisement production Print ad design and layout Event strategy and production Direct mail Branding and corporate identity Sales collateral: brochures, business cards, letterhead, flyers, banners, newsletters,

magazines

Thank your for your time.

David Fox Jensen, CEO857-366-2246Djensen@LHMediaSolutions.com