white paper: mma/iloop mobile location technology roadmap
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The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for Creating Customer Value and EngagementTRANSCRIPT
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
The "Why" of Location-enabled Mobile Marketing: Understanding Location as the Key for
Creating Customer Value and Engagement
October 18, 2011
MMA EDUCATIONAL SERIES
Sponsored by:
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
2 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Entering
your store?
At the office?
At home?
Going to the mall?
Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute 4
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
“50% of mobile users served location-based messaging take action” – Mobile Marketing Association & Luth Research, 2010
5
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
6
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
8
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Standalone GPS Wi-fi/IP Carrier-based/Cell ID Carrier-based/A-GPS Other
12
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
285 million 50 million
NO Download App Download Required
NO – All phones Platform specific (iPhone, Android,
Blackberry, Windows, etc.)
0 - 10 seconds 15 – 30 seconds
5 – 500 meters 5 -100 meters
YES NO
Better Worse
None Severe
Network Secure App Allowed
(Spoofing Permitted)
App-Based Carrier-Based
Data Integrity
US Addressable Subs
Adoption Hurdle
Platform-specific App
Speed
Accuracy
Indoor Coverage
Downtown Coverage
Battery Drain
13
13 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
http://InstantLocateDemo.loc-aid.com
• Locate your own phone for real-time location fix
• See accuracy levels with “least expensive” (cell ID) & “most accurate” (AGPS)
• See how opt-in procedure works (Your phone will be opted-out automatically in 10 minutes)
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
LaaS LBS
Co
nsu
me
r En
terp
rise
15 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Location-based SMS promos
Location-enabled loyalty/CRM
Solutions customized by location
Heat Maps/statistics & reports
Real-time interaction by location
Cross-carrier and device-agnostic
16
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Location-based SMS promos
Location-enabled loyalty/CRM
Solutions customized by location
Heat Maps/statistics & reports
Real-time interaction by location
Cross-carrier and device-agnostic
Location-based messaging
17
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• MMA: Marketing budgets overall are -70%, however mobile marketing budgets are +26% every year
• MMA: Mobile marketing redemption rates often exceed 3X vs. other media channels
• Airwide Solutions says 89% of major brands plan to market via mobile phones by 2011
• Forrester: 24% of US adult iPhone users and 21% of Android users have used a mobile shopping application in the last three months
• 60% of major brands have deployed text messaging (SMS) campaigns, while 33% have deployed multimedia messaging (MMS) campaigns
Source: Mobile Marketing Association 18
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
+ Location = Proximity Marketing
Pushing targeted content based upon mobile location and time-of-day (and other demo’s)
to maximize call-to-action or response
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Over 2/3 of UK mobile phone owners say they would opt-in to location services to receive relevant content
• Those younger than 35 were more likely to share location data, with popularity dropping as the age of the user climbed
• Customer reviews and sales promotions were the most popular content to receive based upon location
Source: Fiercewireless August 19, 2011 Nearly 70% of UK consumers keen on location services
70%
30%
Interest in Opt-in to location services
Interest
Not Interested
20
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Respondents were conflicted in their attitude toward mobile coupons with a location-based element
• More than 2/3 are at least somewhat agreed that location-based offers were very convenient and useful
• Location services are new enough that many consumers are not familiar with privacy protection in place
• Nearly half have some concerns about privacy
21
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
22 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Web Opt-in
• Integrated into any traditional retail marketing channel (print, in-store, TV, Web, outdoor etc.)
• Opt-in to weekly SMS messages on events, promos, and special offers
• Opt-in available via online Web form or mobile site capturing customer profile data including location
• User selectable alert message content preferences
• All preference and profile data is captured for CRM database build, analysis, targeted messaging, and use in other marketing channels
24
Smart Messaging Example
Text opt-in for either
single coupon or to opt-in
to couponing alert group
62407
Miami
Store
62407
Text STORE to 62407 to receive a
SMS coupon every month for 20% off
your favorite 2010 fashions.
Database receives keyword opt-in and
delivers a coupon based on external
events or information in the database
Database
Weather
Stock Market
Sports Scores
Location Look Up
Product Inventory
Consumer Profile Data
Past Consumer Purchases
Any Other Event or Data Sets
SMS Only Coupon:
Contextually relevant
coupon is delivered
based on keyword +
database referencing
with unique redemption
code.
It’s a scorcher in
Miami today! Keep
cool with breezy late
summer skirts. 20%
off at any store. Code
t239r Exp. 8/31/10
Freezing in NY today?
Keep warm with with a
wool sweater. 20% off
all sweaters at any
store. Code 34r39r
Exp. 8/1/10
Contextually relevant
coupon delivered based on
keyword + database with
unique redemption code.
Sends coupon for sweaters
based on cold weather
reading for opt-in location
OR….You can deliver a SMS
Coupon with link to WAP
page with multiple coupons
and barcode
It’s a scorcher in
Miami today! Keep
cool with breezy late
summer skirts.
Discount coupons:
http://nyskirts/mobi
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Example: Location Aware Segmented Alerts MESSAGE LIST: Marketing Message Location
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases and 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
95110
Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
94109
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
Los Angeles
Kohl’s Savers Club Sat. only! Lincoln Ave. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
22 Canal St. , NY, NY 10023
Phone Number
Street City State Zip
(408) 907-2322
176 Oak St. San Jose
CA 95110
(415) 334-2232
1222 Jones St. San Francisco
CA 94109
(212) 917-8596
12 Canal St. New York
New York 10022
44264
Kohls
44264
Yes
1
2
3
4
5
6
7
Text KOHLS to 44264
Bonus Buy Discounts!
Step 3: Users confirm
and their location is
captured. Opt-in
location is the only
user location used for
future alerts
Step 4: Confirmation is
sent to user of
successful opt-in.
Optional landing page
or site link in SMS
Marketer sets up
Message List to map
which locations they
want to send to and
what message each
location will receive.
System compares
Message List locations
to stored users’
locations at opt-in to
segment messages
sent.
Phone Number
Street City State Zip
(408) 907-2322
176 Oak St. San Jose
CA 95110
(415) 334-2232
1222 Jones St. San Francisco
CA 94109
(212) 917-8596
12 Canal St. New York
NY 10022
Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi
Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
26
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Example: Message Broadcast with LBS
44264
Kohls
44264
Yes
Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi
1
3
4
5
6
Before sending alert broadcast, system pings all subscribers’ phones and compares present location with radii in the Message List locations to deliver relevant marketing messages
7
Phone Number
Street City State Zip
(408) 907-2322
176 Oak St. San Jose
CA 95110
(415) 334-2232
1222 Jones St. San Francisco
CA 94109
(212) 917-8596
12 Canal St. New York
NY 10022
MESSAGE LIST: Marketing Message Location Radius Message Cap
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
1300 Oak St., San Jose, CA 95110
2 miles 5000
Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
453 8th Ave., San Francisco, CA 94117
1 mile 4000
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers.
3444 Lennon Blvd., Fresno, CA 92331
10 miles 25000
Kohl’s Savers Club Sat. only! Canal/Mercer St. store is offering 30% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
22 Canal St. , NY, NY 10023
0.25 miles 5000
Subscriber (408) 907-2322
2
Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
27
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Example: Geo-Fencing
44264
Kohls
44264
Yes
1
2
3
4
5
7
8
User sees call to action in traditional media and texts keyword/short code to opt-in,. Double opt-in confirmation message sent first.
Step 5 & 6: User physically enters geo-fence. If triangulation is on their location is fixed and compared to the Message List. Location relevant message is delivered with optional link to mobile landing page or site (steps 7 & 8).
Kohl’s Savers Club Reply YES to confirm you’d like us to use your location, 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & data rates may apply. TC:www.m.mtiny.mobi
Kohl’s Savers Club Thanx for joining. You’ll receive 1 msg/week. Text HELP for help. Text STOP to cancel. Msg & Data Rates May Apply. TC:www.tc.mtiny.mobi
MESSAGE LIST: Marketing Message Location Radius Message Cap
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
1300 Oak St., San Jose, CA 95110
1 mile 5000
Kohl’s Savers Club Sat. only! Lincoln Ave/1st St. store is offering 20% off all Nike and Addidas shoes. Visit http://m.kohls.mobi for more offers.
453 8th Ave., San Francisco, CA 94117
2 miles 4000
Kohl’s Savers Club Sat. only! 20% off all Nike and Addidas shoes at 34 Grove St./Bush store. Visit http://m.kohls.mobi for more offers.
3444 Lennon Blvd., Fresno, CA 92331
10 miles 25000
6
Kohl’s Savers Club Sat. only! Main & Oak St. store is offering 10% Bonus Buy off all purchases & 20% off KitchenAid Pro Line. Visit http://m.kohls.mobi for more offers.
28
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
29
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Case Study: Location-Aware Messaging
What type of location was used?
30
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• 1,000 geo-fences created in various US cities
• Urban areas had half mile perimeters, suburban areas up to a mile around the stores
• SMS messages about offers and seasonal product arrivals
• User opts-in to campaign to receive messages control number of messages per week
• No app required to download
North Face Geo-Fenced SMS Campaign
What type of location was used?
31
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Jaguar launched targeted ads within the Poynt app on iPhone/Blackberry/Android
• Poynt connects consumers to local people, shops, and restaurants
• Ads drive the consumer to the nearest dealership to schedule a test drive
• Campaign ran Dec 2010 to Jan 2011; Poynt says click-through was 10X industry standards
Jaguar chose to get early learning in location via ads within existing LBS application
Source: Mobilemarketingconsultancy.org March 1, 2011
What type of location was used?
32
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• 80,000 US neighborhoods and 21M local business
• Location-based app auto detects your neighborhood to show the most popular businesses nearby
• Allows Foursquare users to pre-check in before arriving What type of
location was used? 33
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Launched at the 2010 Winter Olympics Leveraged location to obtain the closest Hockey House to the
consumer’s phone
Consumers see advertised Short Code to join Hockey House and receive link to home page
Consumers also log into the Molson Canadian Hockey House mobile web page (where they find other Hockey Houses)
Results exceeded all expectations Expected a 5% response rate
Actual response rate was 10%
What type of location was used?
34
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Del Monte Kibbles ’n Bits – Create brand awareness when consumers were in close proximity to Target and pet food stores
• SMS example: “Dogs are family, & family deserves more than just 1 boring taste. Get NEW Kibbles ’n Bits Bistro Meals dog food @ Target Rancho Santa Margarita 2day.”
35
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Participants were surveyed:
• 60% said location-triggered messages are cool & innovative
• 79% said it increased their likelihood to visit a store
• 65% made a purchase as a result of a ShopAlerts message
• 73% would definitely or probably use the service in the future
What type of location was used?
36
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Retailer Express pushes location-based deals via branded shopping app
• When the App user gets close to an Express, Proximity Perks promos and recent news pop up
• Consumers show mobile coupon at register, learn about sale items at that location and share them with friends via Twitter/Facebook/email
What type of location was used?
37
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Leading technology and services making it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide
• Award winning iLoop Mobile Platform is a self-service SaaS solution with open APIs for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, mobile-enabled Web sites and other mobile marketing initiatives
• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services
• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
About iLoop Mobile
McDonalds: Enjoy one
FREE Small McCafe.
Code 34d83w
Exp.1/6/10
Help:mmcoupons.com
Opt-out: Reply
MCDONALD STOP
39
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Random impact; user decides when to interact
Drive messaging & marketing based on proactive location
Proactive interaction; Marketer-iniitated
Limited to smartphone users (~75M Users)
Smartphone + cell phone users (300M+)
Reach 93% of mobile subscribers
App download required; App launch (battery drain);
Satellite “line of site” (outdoor only)
No download; no app launch; indoor/outdoor “Location on demand”
Convert location data into value more easily/often;
Marketer is in control
User-initiated brand engagement
(“whenever I feel like it”)
Strategic platform that drives proactive brand
engagement
Go beyond “app world” to leverage mobile into full
multi-media strategy
Only when app is launched Location-triggered, proactive comms to drive smartphone
app download/usage
User awareness and usage
Smartphone-focused Broader consumer focus with location relevancy
Cross-carrier, device-agnostic call-to-action messaging
based on location
User Dependencies
Targeted Marketing
Reach
Approach
Benefits
User Engagement
Solutions
Smartphone App Proximity Mktg
Platform
40 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Forrester: 2011 Online Retail Technology Investment Outlook – 44% of US web retailers are investing in mobile apps vs. 15% in 2010
• Accordingly to Flurry, as of Aug 2011, an average application user has downloaded more than 63 applications to their Smartphone
• What % of apps are downloaded?
• What % of apps are used?
Retailers are investing in mobile apps, but how can they cut through the noise and ensure their apps get used?
Source: Flurry Blog, August 31, 2011. Internet Retailer (Forrester Research) June 22, 2011 41
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Location-enable your mobile marketing investment
Mobile/Internet Mobile App Mobile Web SMS Text
Customer awareness, opt-in, & management of location programs
Location-aware messaging to
drive app downloads & usage
Location-aware messaging with embedded links
Location-aware text with specific
marketing messages
Carrier-based location from Locaid
From: GNC Your Rewards Mobile
42 Copyright © 2011, LOC-AID Technologies. Patents pending, all rights reserved. Confidential - Do Not Copy or Distribute
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
Locaid LOCATES
100% OF NETWORK
EVERY MOBILE DEVICE
LOC-AID runs the largest LaaS gateway
and carrier reach
LOC-AID locates 350M devices, real-time.
No app to download. No user action needed.
Any device. Anywhere.
LOC-AID finds every device on the network.
For any mobile application.
LOC-AID delivers ubiquitous location.
Indoors and out. GPS and CELL-ID.
For the Fortune 1000.
FOR ANY LOCATION
The world’s first and largest LaaS company
CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC-AID Technologies, Inc. is strictly prohibited
43
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
• Real-time location
• Privacy-protected OPT-IN
• Unlimited geo-fences
• Flexible location frequency (weekly, daily, hourly, every 5 minutes)
• Support for coupons & bar codes
• Comprehensive reporting analytics
CONFIDENTIAL AND PROPRIETARY. Any use of this material without specific permission of LOC-AID Technologies, Inc. is strictly prohibited
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
1. Location can move mobile marketing away from “whenever I feel like it” engagement
2. Location will help us avoid the SMS marketing nightmare
3. Location helps protect your mobile number database
4. Location gives you a better shot at matching your offer (or app) with their moment of need
45
Mobile Marketing Association The "Why" of Location-enabled Mobile Marketing
October 18, 2011- Sponsored by Locaid
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