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Location based marketing and advertising
- 1. Location-Based Marketing and Advertising Case study Analysis
- 2. What is Location Based Marketing Direct Marketing Strategy Uses a mobile device's location Alert the device's owner about an offering from a near-by business.
- 3. “Reaching right consumers in the right place at the right time with the right message and experience”
- 4. O2 Telefónica UK Limited (trading as O2) Telecommunications services provider in the United Kingdom 25 million subscribers O2 is the second-largest mobile network operator in the United Kingdom
- 5. O2+Location Based Advertising October 2010 First network provider to offer large-scale location-based mobile marketing in the UK Enabling brands to deliver relevant SMS and MMS to targeted consumer
- 6. O2 Uses customer data to provide personalized marketing Example App : iPhone application for theme park Target : Families with children Strategy : phone network have launched 50% off tickets all over the country - and the huge discount will apply to up to five tickets.
- 7. How to O2 system works 1.Customer opt into the system (www.o2more.co.uk) Age Gender Interest
- 8. 2. Near outlet that matches their profile and receive an SMS message for discounts or other offers
- 9. Technology of Location Based Advertising service Geo-fencing (geofencing) is a feature in a software program that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries. Combines a user’s (or object’s) location with a map-based Placecast (ShopAlert) is providing geo-fencing technology to the O2
- 10. Shop Alert Pilot survey • Launched : September 2009 • Major retailer : North Face, American Eagle Outfitters, and sonic • Result 65% 35% Purchase non-purchase
- 11. O2 Overcome Challenges challenges Opt-in and opt-out Age Data sharing Devices Frequency
- 12. Will change
Notes de l'éditeur
- Typically, location-based alerts are delivered to smartphones through SMS text messages. An alert may include information about a local business' deal of the day or include a purchasing incentive, such as a discount coupon code.
- Opt-in:Customers must be able to opt out of the system at any time and must be required to opt in at the start. Age:The O2 scheme is not available to customers younger than age 16. Data sharing. The targeted marketing is based on information supplied by the customer. This data must not be shared with other customers Frequency. Because the SMS is triggered by the customer moving into the geo-fenced area, there is a danger that the customer will be bombarded with messages as he or she walks up and down the street. The Placecast American trial capped messages at one per every 48 hours and three per week. The O2 scheme limits the frequency of messages to one per day. Devices. The O2 scheme works on any mobile phone. It is not necessary to download an app (i.e., a smartphone is not required), and it does not affect the device’s battery life.