location, location, llocation | ray pun

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

Location, Location, Location! Effective mobile targeting in an App-centric world Ray Pun | Strategic Marketing for Mobile @RayPunSD

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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San Diego “America’s Finest City”

Ray Pun Strategic Marketing for Mobile @RayPunSD


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Key Takeaways

Use location to deliver contextually relevant

experiences

1 Respect consumer

privacy standards when using location data

2 Put customer value first & then select the right location technology

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Key Message

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Geo-fence to deliver mobile value


Mobile Marketing Association: Location terminology guide

6 Source: http://www.mmaglobal.com/location-terminology-guide

§  INTRODUCTION: THE LANGUAGE OF LOCATION §  LOCATION DATA & SIGNALS §  LOCATION TARGETING & STRATEGIES §  LOCATION MEASUREMENT & METRICS §  GLOSSARY OF TERMS


Basic tactics

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Standard Location Targeting

§  IP Address (192.168.1.254) §  Country, County, City


Intermediate tactics

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Location Social Targeting Geo-Fencing Geo-Conquesting

§  Check-in via social network §  Define radius around Point-of-Interest

§  GPS data required

§  Define radius around “Competitor’s” Point-of-interest

§  GPS data required


Location & data

Out-door position §  GPS: very accurate data when device is outside buildings

In-door position 1.0 §  GPS: data is collected; however, the accuracy is not very precise

§  WIFI triangulation: accuracy depends upon number of hotspots

In-door position 2.0 §  Bluetooth LE and beacons: very accurate in-doors

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Beacons and Mobile devices

10 Source: Apple, Estimote

§  Micro-location targeting §  Bluetooth LE (low energy) §  Beacon will broadcast signal §  Smartphone can receive signal


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Adobe Mobile Marketing Survey 2014


Mobile app innovation and location technology

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•  Micro-location opportunity •  Notable deployments: MLB,

Safeway, American Airlines, Marriott, Lord & Taylor, Macys


Privacy: Best Practices

§  Say what you do, do what you say, & keep it simple §  Opt-in for capabilities that maybe viewed as “intrusive” §  Describe how location data is used and how consumer can opt-out §  Manage and control the usage of customer data

13 Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ


Customer Value

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Good Better Best

Easy

& Convenient

Save Money

Wow! Amazing & Delightful


Location Accuracy

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Good Better Best

City

Point of Interest (Geo-fence)

In-door


Location Accuracy & Customer Value

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Cus

tom

er V

alue

Easy & Convenient

Wow & Delight

Save Money

City (Macro)

Location Accuracy

In-door (Micro)

Point-of-interest (Geo-fence)


A&E Networks: History Here

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Value: §  Easy & convenient

Location accuracy §  Point-of-interest

Source: A&E Networks


Best Buy: Geo-fence check-ins & loyalty points

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Value: §  Easy & convenient §  Save money

Location accuracy §  Point-of-interest §  Geo-fence

Source: Best Buy


MLB: Baseball and “Beacons”

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Value: §  Easy & convenient §  Save money §  Wow & delight

Location accuracy §  In-door

Source: Mashable.com


SuperBowl Ad: Do you know what your marketing is doing?

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iBeacons and Micro-Location: The Future is Here

21 Source: Apple, Estimote


iBeacons at Adobe Summit 2014: London Excel

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Beacons and In-store Engagement: Analytics


Mobile Wallet: What is it and how do you get it?

Google Wallet: Download Apple Passbook: Native

Source: Vibes


Mobile Wallets & Location: Passes can be triggered by Beacons

§  For the Consumer §  For the Marketer

§  Location triggers

§  Low cost location-based marketing

Source: Vibes


Mobile Wallets & Payment: Apple Passbook & Apple Pay


Point of Discovery: We Have a Mobile Audience

Tipping Point: Over 50% from Mobile

Meeting Needs: Which devices? Which sizes?

Total Redbox Visitor Traffic: (Web, Mobile Web, Apps)

•  20% from desktop •  70% from mobile phone •  10% from tablet

Redbox.com Visitor Traffic: (Web, Mobile Web)

•  41% from desktop •  48% from mobile phone •  10% from tablet

Redbox App Visitor Traffic (iPhone, Android App)

•  60% from iPhone app •  40% from Android app


Desktop Web

Tablet Web

Mobile Web


Mobile Apps


Geo-fencing with GPS and Points of Interest


Key Message

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Geo-fence to deliver mobile value


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Key Takeaways

Use location to deliver contextually relevant

experiences

1 Respect consumer

privacy standards when using location data

2 Put customer value first & then select the right location technology

3


Ray Pun [email protected] Twitter: @RayPunSD LinkedIn: Ray Pun

Shavar Beckford [email protected]

location, location, llocation | ray pun

Mobile

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fundamentals of location

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