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Location-based Services –
temporärer Hype oder nützlicher
Marketingkanal?




Dr. Florian Resatsch
Berlin, 2011 – Digital Relations Conference

27.10.2011                                    27.10.2011
Übersicht


1. Location-based Services (LBS)?
2. Beispiel 1: Der Schuh
3. Das Potential von LBS
4. Beispiel 2: Location-based Service dealomio
5. Fazit




                                                 27.10.2011
27.10.2011
             3
+200
                    active
                                                                               million


                                        mobile
                     Facebook
                                                              users
Source: 2010 - http://www.tuaw.com/2010/08/24/facebook-iphone-app-has-103-5m-users/
                                                                                      27.10.2011
                                                                                                   4
Licht ins Dunkel




                   27.10.2011
Wo bist du
 denn?




             27.10.2011
und das ist
  alles in
  deiner
  Nähe?




         27.10.2011
Und das Hotel hat eine
   top Bewertung?




                         27.10.2011
Next big thing?  Location-based Services




                                  27.10.2011
                                               9
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           10
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           11
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           12
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           13
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           14
http://wetape.de/de/start
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           15
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg

                                                                                     http://maps.google.de/

                                                                                        27.10.2011
                                                                                                              16
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           17
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           18
27.10.2011
27.10.2011   friendticker                19
27.10.2011
             20
27.10.2011
27.10.2011                21
http://www.bild.de/regional/leipzig/papagei/papagei-willi-verjagt-einbrecher-18054064.bild.html
                                                                                              27.10.2011
                                                                                                           22
http://apps.facebook.com/socgraph/   27.10.2011
27.10.2011                friendticker                         23
http://twittercounter.com/reebok




            27.10.2011
                                   24
http://www.google.com/trends?q=reebok%2C+nike




                                   27.10.2011
                                                25
und was war

das    jetzt?

           27.10.2011
                        26
Quelle: http://f5torefresh.com/wp-content/uploads/2010/11/reebok-zig-sonic-silver-white-f5-1-560x342.jpg




                                                                                        27.10.2011
                                                                                                           27
das gleiche
              Spiel
              nochmal
                  27.10.2011
                               28
27.10.2011
             29
Wo bist du
 denn?




             27.10.2011
                          30
Wo warst
du denn?




    27.10.2011
                 31
Temperatur
  Wohin als
  nächstes?       Hotel?



                      Ausflug?
        Boot?

Hai?            Freunde
                           27.10.2011
                                        32
Temperatur
                 Social
    Wohin als Media
 Reise-                      Photo
    nächstes?
planung                Hotel?Upload
                  Preis-
    Wetter-      vergleich Impf-pass
  vorhersage
                           Ausflug?
           Boot?
             Historie     Email,
            des Ortes Suche, etc.
 Hai?               Freunde
                             27.10.2011
                                          33
Location-based Services
  sind definitiv
    kein
       Hype        27.10.2011
                                34
dealomio zeigt Ihnen die

besten Angebote
   in ihrer Nähe an!




                           27.10.2011
Will ich ... das Angebot




                           27.10.2011
Video




        27.10.2011
Die dealomio Deals kann jeder nutzen




                            DEAL
                           DATEN-
                            BANK


                                       27.10.2011
3
dealomio und Integration in Partner-Apps (barcoo)

                1                       2                        3




                                                    27.10.2011
dealomio ist ein günstiger und genauer Werbekanal für
Händler

                                    Für nur ca. 50 EUR im Monat
                                   pro Filiale bietet dealomio den
                                    mobilen Marketing Kanal der
                                                Zukunft



                                    • Genaues Reporting
                                    • Qualitativ hochwertige
                                      Kundenkontakte
                                    • Zeitgenaue Steuerung der
                                      Angebote



                                                     27.10.2011   40
Location-based Services
  sind definitiv
    kein
       Hype        27.10.2011
                                41
sondern
         nützlicher
             Marketing
             Kanal             27.10.2011
27.10.2011      friendticker                42
aber
             eben
noch nicht perfekt
                             27.10.2011
27.10.2011   friendticker                 43
Fazit: Was gibt es zu tun?


1. LBS sind in der Entwicklung mit viel Aufwand
   verbunden
  1. Besser „andocken“ als selbst machen
2. LBS haben viel Potential sinnvolles für den User
   zu schaffen
  1. Klare Problemlösung im Vordergrund (Beispiel:
     #AugmentedReality?)
  2. Marketing muss das unterstützen
3. LBS haben eigene Maßeinheiten für die
   Performance
  1. Click-based/PIs
                                                     27.10.2011
Kontakt

Dr. Florian Resatsch
Managing Director
Tel. +49 (0) 171 770 76 57
Fax +49 (0) 30 / 240 367 15
resatsch@servtag.com




Servtag GmbH
Rosenthaler Str. 2
10119 Berlin
Germany
www.dealomio.de




                              27.10.2011

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