Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
Location Based and Proximity Marketing_Michael Hanley
1. Mobile Location-Based and Proximity Marketing
Location Based
and Proximity
Marketing:
Reaching Consumers
Where They Are
Class 11
2. Mobile Location-Based and Proximity Marketing
SMS
MMS
Email
A Mobile Campaign
(Mobile, Mobile Enabled)
Image
Recognition IVR
Internet
Mobile Web
Bluetooth
Talk
Ways to Interact With a Mobile Phone
and
Distribute Mobile ContentGPS
Talk to Text
6
Location/GPS
Apps
3. Mobile Location-Based and Proximity Marketing
Consumer Engagement
T r a d it io n a l
B r o a d c a s t A d v e r t is in g
P r in t A d v e r t is in g
D ir e c t M a il A d v e r t is in g
O u t - o f - H o m e A d v e r t is in g
In t e r n e t
W e b s it e s
I n t e r a c t iv e A d v e r t is in g
S e a r c h
S o c ia l M e d ia
M o b ile
S M S M a r k e t in g
M o b ile A d v e r t is in g
M o b ile A p p lic a t io n s
L o c a t io n - B a s e d S e r v ic e s
P r o x im it y M a r k e t in g
G e o f e n c in g
W h it e P a p e r
E v o lu t io n o f C o n s u m e r E n g a g e m e n t
f a c t , c o n s u m e r s a r e
O f t h e
5. Mobile Location-Based and Proximity Marketing
What is Location Based Services?
The Mobile Marketing Association
definition of location based services
(LBS):
“A range of services that are provided to mobile
subscribers based on the geographical location
of their handsets within their cellular network.
Handsets have to be equipped with a position-
location technology such as GPS to enable the
geographical-trigger of service(s) being
provided.
6. Mobile Location-Based and Proximity Marketing
What is Location Based Services?
LBS include driving directions, information
about certain resources or destinations within
current vicinity, such as restaurants, ATMs,
shopping, movie theaters, etc.
LBS may also be used to track the
movements and locations of people, as is
being done via parent/ child monitoring
services and mobile devices that target the
family market.”
9. Mobile Location-Based and Proximity Marketing
Types of LBS
• GPS - Global Positioning System. Consists of 24 earth-
orbiting satellites. User must have a mobile phone with
a GPS receiver.
• E911 – Enhanced 911 is a North American telephone
network that automatically determines a location of the
caller seeking emergency services like fire, accident,
kidnapping and others where communicating to your
place is impossible. E911 is one of the most widely
used location services in North America and Canada.
• RFID - Radio Frequency Identification (RFID) method
used to transmit identity of an object wirelessly. The
identity displays in the form of a serial number. Used to
store and retrieve data by using two devices like tags
and transponder in a mobile phone.
10. Mobile Location-Based and Proximity Marketing
Types of LBS
• Wi-Fi – Wi-Fi Positioning System (WPS) that uses
radio signals emitted from wireless routers to point out
the exact location of any Wi-Fi enabled device like PC,
laptop, PDA, Smartphone or RFID tag.
The operator providing this has a compiled database of
every wireless access point in a particular city, location
or building. The identifier unit of the router notes the
database where access point is located. So the
software of the system scans for access points and
several signals and by comparing those to the
reference database it then calculates the user’s
location.
12. Mobile Location-Based and Proximity Marketing
Location Based Ecosystem
T h e s e in s ig h t s fa c ilit a te t h e a b ilit y t o m a k e c o s t- e f f e c tiv e a n d e d u c a t e d p u r c h a s e
d e c is io n s a n d t o r e c e iv e h e lp f u l a n d v a lu a b le lo c a t io n - b a s e d in f o r m a t io n a n d o f fe r s
c o m p le t in g t h e v a lu e c h a in f o r a d v e r t is e r a n d c o n s u m e r .
H o w it W o r k s :
T h e P r o x im u s M o b ility s o lu t io n p r o v id e s e x e c u t iv e le v e l r e p o r ts a n d in - d e p t h a n a ly t ic s .
C o lle c t v a lu a b le in s ig h t s t h a t w ill h e lp in c r e a s e y o u r m a r k e tin g R O I w h ile c o n c u r r e n t ly
P r o x im u s M o b ilit y
A c c e s s P o in t
W i- F i
B lu e t o o t h
C o n s u m e r
C o n n e c t iv it y
R a w D a t a
P h o n e In f o r m a t io n
S h o p p e r B e h a v io r
C a m p a ig n E f f e c t iv e n e s s
O p t- In D a t a
C a m p a ig n C o n t e n t
S a a S C a m p a ig n M a n a g e r
E t h e r n e t
3 G / 4 G
In - S t o r e W i- F i
C o n n e c t iv it y
R a w D a t a
M a n a g e r / R e p o r t s
A n a ly t ic s
M e t r ic s
C a m p a ig n T o o ls
A d m in T o o ls
P r o d u c t In f o
D y n a m ic P r o m o t io n a l
O f f e r s
D is c o u n t s
S w e e p s t a k e s / C o n te s ts
A u d io / V id e o
S u r v e y / P o ll
D a t a F o r m s
C a m p a ig n C o n t e n t
C o n n e c t iv it y C o n n e c t iv it y
C a ll t o A c t io n
16. Mobile Location-Based and Proximity Marketing
LBS Marketing Apps
Yelp
7
Foursquare
Waze ParkMe Banjo
Sonar Highlight
Glancee
17. Mobile Location-Based and Proximity Marketing
LBS Marketing Apps
EchoEcho
7
INTRO
ShopKick SCVNGR
CardFlick Loopt
Kismet Meijer
18. Mobile Location-Based and Proximity Marketing
What is Proximity Marketing?
Proximity marketing is the localized wireless
distribution of marketing content associated
with a particular location.
Transmissions can be received by individuals
in that location who wish to receive them,
regardless of mobile device type.
It allows brands to effectively reach and track
their customers in the out-of home
environment facilitating the ability to make
cost-effective and educated purchase
decisions and to receive helpful and valuable
location-based information.
19. Mobile Location-Based and Proximity Marketing
Types Proximity Marketing?
Bluetooth - a range of about 30 feet
WiFi - a range of about 150 feet
NFC - a range of about 6 inches
RFID - a range of about 10 feet
20. Mobile Location-Based and Proximity Marketing
Types Proximity Marketing?
Bluetooth - a range of about 30 feet
WiFi - a range of about 150 feet
NFC - a range of about 6 inches
RFID - a range of about 10 feet
21. Mobile Location-Based and Proximity Marketing
Comparing Proximity Marketing?
M o b iq u it y N e t w o r k s L o c a t io n B a s e d M o b ile M a r k e t in g
P r o x im it y M a r k e t in g
M o b ile
A p p lic a t io n s
P r o x im it y
M a r k e t in g S M S W A P
9
W h y P r o x im it y M a r k e t in g ?
F e a t u r e :
P u s h m u lt im e d ia c o n t e n t t o m o b ile d e v ic e s
R ic h m e d ia c o n t e n t d e liv e r y ( v id e o s ,
r in g t o n e s , w a llp a p e r s , e t c .)
A lw a y s f r e e t o c o n s u m e r s
D o e s n o t r e q u ir e e x t e r n a l a p p lic a t io n
A u t o m a t ic a lly d e liv e r a n d c h a n g e c o n t e n t
b a s e d o n lo c a t io n a n d t im e
D o e s n o t r e q u ir e u s e r in f o r m a t io n ( p r iv a c y )
W ir e le s s c a r r ie r -f r e e in t e r a c t io n
A b ilit y t o m ic r o -t a r g e t lo c a t io n ( < 5 0 f t .)
U S L o c a l M o b ile A d v e r t is in g S p e n d in g , b y
F o r m a t , 2 0 0 9 & 2 0 1 4 * *
* * S o u r c e : e M a r k e t e r, D e c e m b e r 2 0 0 9
2 0 0 9 2 0 1 4
22. Mobile Location-Based and Proximity Marketing
How Proximity Marketing Works
M o b iq u it y N e t w o r k s L o c a t io n B a s e d M o b ile M a r k e t in g
P r o x im it y M a r k e t in g
-
-
-
-
D o w n lo a d a F R E E c lip t o y o u r m o b ile p h o n e
T u r n o n B lu e t o o t h v is ib ilit y o r c o n n e c t t o “ B o n d 0 0 7 W iF i”
5
H o w I t W o r k s
T o re c e iv e e x c lu s iv e F R E E B o n d 0 0 7
c o n te n t, tu rn y o u r B lu e to o th to
“D is c o v e ra b le ” o r c o n n e c t t o
“B o n d 0 0 7 W iF i”
23. Mobile Location-Based and Proximity Marketing
Indoor Proximity Marketing
M o b iq u it y N e t w o r k s L o c a t i o n B a s e d M o b ile M a r k e t in g
P r o x im it y M a r k e t in g
P r o x i m it y M a r k e t in g Z o n e s W o r k in c o o p e r a t io n w it h e a c h o t h e r t o f o r m a “ S m a r t C lo u d ” e n s u r in g t h e
B e s t C o v e r a g e f o r a d v e r t is in g … .. a n d t h e b e s t u s e r e x p e r ie n c e f o r s h o p p e r s .
1 4
Notes de l'éditeur
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
The Mobile Ecosystem: Players and Playing Field
--The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications
--The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives
--The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers
--The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.)
Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer.
The Carrier “Walled Garden”
Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.