Ray Pun, Mobile & Strategic Marketing Leader of Adobe session at the Seattle Interactive Conference 2014.
In a world where 154,000 apps are downloaded every minute, with 90% of them free, how do marketers get the most value and revenue out of consumers’ fingertips? Whether helping someone find a service center in the vicinity or taking advantage of a retail promotion nearby, location-based targeting is the most effective yet untapped opportunity for marketers to get customers engaged and primed to take action while in motion.
Welcome and good morning, thank you for coming to this session! (Bigger gestures out to the elbows, increase volume, move eye contact from left, center, to right)
How many of you have been to NYC?
When I visit NYC, one of the things that I dislike is waiting in lines or fighting people on the street for Taxis, so last year I decided to use the mobile app from Uber. With the app, I could provide my GPS location, see a map of my area and select the closest taxi, and the driver would come to me and pick me up. Upon reaching the destination, I don’t have to look for my wallet because they auto charge my credit card. Easy, convenient, and a truly delightful experience!
IN THIS SESSION, I WANT US TO THINK ABOUT HOW TO USE LOCATION TO DELIVER MOBILE DELIGHT
S603: Location, location, location! Effective mobile targeting in an app-centric world
In a world where 154,000 apps are downloaded every minute, with 90% of them free, how do you get the most value and revenue out of your consumers’ fingertips? You do it by keeping a pulse on what they are currently doing—and intend to do— and make each mobile interaction count. Whether helping someone find a service center in the vicinity or taking advantage of a promotion nearby, location-based targeting is the most effective yet untapped opportunity to get your customers engaged and primed to take action while in motion.
In this session, learn:
– How to apply location data in your mobile marketing efforts
– How to use the "where" while respecting consumer privacy standards
– How fellow marketers are leveraging GPS location for effective mobile targeting
This session is intended for digital marketers or mobile strategists across all industries
Personal Intro:
My name is Ray Pun and I have the great fortune to live in San Diego, CA "America's Finest City" so I LOVE warm temperatures and sunny days. During the next 50 minutes, I would like the energy from our amazing customers and partners in this room to make it feel like we are in San Diego. In addition to warm temperatures, I really enjoy thinking about how mobile technology + mobile marketing come together to drive innovation in Digital Marketing
By listening to this session, I have 3 key takeaways for you:
Use the GPS position to deliver a contextually relevant experience (Don’t force user to enter city, state, zip code)
Respect consumer privacy standards when using location data
PUT customer value first and then select the location accuracy that makes sense
My key message for you is: Geo-fence to deliver mobile value!
Lets jump into the discussion by looking at the fundamentals of location-based marketing.
Standard location targeting
IP address
Country, State, City, DMA, Zip code
Local content targeting
Regional mobile content via publishers
Buy ads for NY Times readers to reach people around NYC
Location social targeting
Check-in via social network
Geo-fencing
Define Point-of-interest and radius around POI
GPS data
Geo-conquesting
Define Geo-fence around competitor POI
GPS data
******
Geo-fence
http://m.cio.com/article/738540/5_Things_You_Need_to_Know_About_Geofencing?mm_ref=https%3A%2F%2Fwww.google.com%2F
Geofence and Family locator: http://gigaom.com/2013/07/02/the-world-gets-the-geofencing-bug-life360s-family-locator-app-explodes-overseas/
Geofence and SMS
Locaid: http://www.tatango.com/blog/top-10-most-commonly-asked-location-based-mobile-marketing-questions/
Locaid: http://www.mobilemarketer.com/cms/opinion/columns/14036.html
Geo and creep
http://m.clickz.com/clickz/column/2299940/geo-location-geo-fencing-creep-factor-the-future-of-location-data-and-mobile-advertising
Geoconquest and Outback steakhouse
http://www.prweb.com/releases/2013/8/prweb11024665.htm
http://www.mobilemarketer.com/cms/news/advertising/15950.html
Bluetooth LE: transmitters for each section of store, # of people who walked next to beacon, heatmap of where people are spending time
Mobile services SDK and GPS data: Auto collected for every app launch. Most efficient on battery life and most useful for obtaining insights.
Points of interest and geo-fence
*****
The Wi-Fi triangulation system looks for and examines the strength of all nearby Wi-Fi
systems in relation to a specific device. The localization technique used for positioning
with wireless access points is based on measuring the intensity of the received signal.
Pros: The system can provide location-discovery capabilities indoors and in dense
urban areas.
Cons: Wi-Fi must be turned ON user phones and accuracy depends on the number
of Wi-Fi hotspots that are available in the area. As a result, this method
typically reaches a limited audience. In addition, the processing time involved
in triangulation may cause latency in the communication of this location
information.
******
Bluetooth:
A wireless Technology standard for exchanging content and data over short distances
from fixed and mobile devices with high levels of security.
Pros: BT devices (access points) allow for extremely accurate location based
marketing (zones can be set for 10 – 100FT)
Multiple BT devices set up indoors (a form of Indoor Positioning or IPS) can
create intelligent networks capable of determining a device’s precise location,
time spent in certain locations and directional information along with reporting
BT activity.
Cons: This method is considered geo-precise and therefore has privacy
implications. It requires users to have BT turned on and VISIBLE, losing
those potential customers who don’t have the right settings turned on.
Video of iBeacons? http://www.youtube.com/watch?v=sUIqfjpInxY
Source: http://artylabs.com/technology/apples-ibeacon-and-nfc/
Basics:
Bluetooth LE wireless technology that is very battery friendly, range is <50m, accuracy of 1 to 2 meters
Beacon: Broadcasts a signal
Smartphone can receive the signal (if bluetooth is on, location is on, and push is on)
If nearby beacon, then receive notification or personalized experience
http://www.marketwired.com/press-release/shelfbucks-finalizes-agreement-with-gamestop-one-retail-industrys-largest-beacon-solution-1934170.htm
http://www.brandchannel.com/home/post/140530-IBeacon-Retail.aspx
http://www.mediapost.com/publications/article/231639/lord-taylor-sees-promise-in-beacons.html
http://risnews.edgl.com/retail-news/Macy-s-Rollout-Goes-Beyond-Beacons95568
In the case of iBeacons, sports media companies, like Major League
Baseball, have already deployed beacons in their stadiums to push
relevant content to fans. Safeway, American Airlines, and Marriott
have announced the deployment of beacons at retail stores, airports,
and hotels to drive a location-aware experience for customers. And, 36%
of marketers surveyed plan to use iBeacons in the next 12 months.
A COMMON QUESTION ABOUT LOCATION DATA IS HOW TO RESPECT CONSUMER PRIVACY
http://blogs.adobe.com/digitalmarketing/wp-content/uploads/2014/02/Customer_ImplementationGuide_Privacy_AdobeMarketingCloud_MobilePrivacy_20140113.pdf
Don’t use location in a scary way “location profile” (stalking or smart marketing)
Adobe thinks self-regulation is the most effective way to address consumer privacy concerns while allowing companies to continue to innovate in providing consumers with the personalized experiences they demand.
We are active members within self-regulatory standards bodies, and are supportive of the Digital Advertising Alliance.
Adobe is a member of the DAA, and is a contributor to its standards drafting process.
Adobe is pleased that the DAA expanded its self-regulatory principles for multi-site data and for online behavioral advertising to the mobile landscape. Unfortunately, current technology doesn’t allow for a central industry-wide opt out page within mobile platforms; however Adobe remains active in working with the DAA to create the technology that provides consumers with a central industry-wide opt out for their mobile device.
Best Buy and checkins: http://www.mobilecommercedaily.com/best-buy-loads-mobile-app-with-check-ins-to-drive-loyalty
http://www.mobilecommercedaily.com/best-buy-fights-showrooming-with-new-mobile-focused-loyalty-program
1minute 18 sec: http://blog.bestbuymobile.com/2013/09/16/introducing-my-best-buy-reinventing-reward-zone/
http://www.cmo.com/articles/2013/12/30/mobile_wallets_101_w.html
http://www.cmo.com/articles/2014/2/3/mobile_wallets_can_b.html
First off, how do you get it– as Julie mentioned, Passbook came out in September of last year so it’s been a little bit over a year.
It’s part of the operating system of iOS 6
So if you bought a phone around that time or you upgraded your phone around that time you have Passbook and the customer has Passbook in their wallet right now.
That obviously has continued with iOS 7.
It’s included in iOS 7 and just to give you an idea of reach because reach is really important when we think about these technologies as of June of this year 93 percent of all iPhone users had upgraded to iOS 6 and more recently, as of October, the data is coming back that 75 percent of all iPhone users were on iOS 7
Put those 2 things together and, when you’re talking about iPhone, you can assume, if somebody has an iPhone, they have Passbook already on their phone and installed.
Google Wallet’s a little bit different.
Google Wallet’s available through the Google Play Store, so it’s available across a wide range of Android devices and versions through the Play Store.
It’s a simple click and it’s downloaded to one or all of your devices
What not everybody knows is that recently with the launch of Google Wallet, they’ve also launched Google Wallet on iOS so you can go to the Google Wallet on iOS so you can go to the app store and get Google Wallet on your phone today if you don’t already have it
With Google’s coverage across operating systems and Apple’s inclusion in pretty much the entire install base, as a marketer, you could pretty much assume that you can reach the majority of your customers across all the major smartphones.
It’s very convenient having everything on your phone, very easy to redeem coupons and I really like timely reminders.
There’s nothing worse than a great coupon that’s expired and it’s, “Ugh, I just went to that store and I didn’t get to use it,” so again timely reminders are great for the consumer and also location triggers
I was recently at Navy Pier with my family and we walked by a Build-A-Bear and I forgot my coupon at home. I had gotten a direct-mail piece.
Fortunately, I had my convenient pass in my wallet and it sent me a location-based reminder that I had an offer and we went into the store and made a purchase.
For marketers there’s higher conversion rates, there’s the ability to update content and offers and then there’s also – it’s really a low-cost location-based marketing solution.
Very easy to use, it uses the features of the phone to use location and it’s very, very convenient so, again, it’s a win/win solution and it’s very, very – a lot of excitement on both sides.
https://www.apple.com/iphone-6/apple-pay/
My key message for you is: Geo-fence to deliver mobile value!
Lets jump into the discussion by looking at the fundamentals of location-based marketing.
By listening to this session, I have 3 key takeaways for you:
Use the GPS position to deliver a contextually relevant experience (Don’t force user to enter city, state, zip code)
Respect consumer privacy standards when using location data
PUT customer value first and then select the location accuracy that makes sense