Location based marketing research 2 applications in USA

Thiết bị di động là một công cụ mạnh mẽ để hiểu hành vi tổng hợp của người tiêu dùngDữ liệu vị trí di động cung cấp một giải pháp chi tiết cho sự hiểu biết của người tiêu dùng. Kết hợp sự hiểu biết này với các bộ dữ liệu khác đang giúp giải quyết các vấn đề kinh doanh và đạt được các mục tiêu trên nhiều ngành công nghiệp khác nhauDịch vụ dựa trên vị trí (LBS) được cung cấp cho người dùng dựa trên vị trí của họ. Một dịch vụ thông tin được cung cấp bởi một thiết bị biết nó ở đâu và sửa đổi thông tin mà nó cung cấp cho phù hợpCác dịch vụ di động sử dụng thông tin vị trí của người dùng để tăng giá trị cho dịch vụ thường yêu cầu sửa đổi trong mạng hoặc thiết bị di động hoặc cả haiTiếp thị dựa trên vị trí (LBM) bao gồm các chiến thuật trực tuyến và ngoại tuyến được thiết kế để hỗ trợ kế hoạch kinh doanh và triển khai các hoạt động tiếp thị dựa trên vị trí địa lý của người tiêu dùng.Thị trường quảng cáo kỹ thuật số Việt Nam lên tới 875 triệu đô la Mỹ vào năm 2019 và tăng với tốc độ tăng trưởng cao. Phương tiện truyền thông xã hội vẫn là kênh truyền thông phổ biến nhất, đóng vai trò quan trọng trong quảng cáo nội dung cho doanh nghiệp. Các yếu tố nổi bật mới như gắn thẻ địa lý (Quảng cáo tìm kiếm địa phương), KOLs, tiếp thị ảnh hưởng, tiếp thị địa lý thời gian thực tiếp thị dựa trên vị trí.

TABLE OF CONTENTS

• Introduction

• Applications in USA

• Applications in China

• Potential applications in Vietnam

Applications in USA

Applications of LBS

• Location based service was first developed for the military and emergency services

• Understanding device location opens doors to a wide range of use cases that are unique in many different ways

• LBS is used for discovering places and routes, tracking, obtaining traffic updates and real-time directions, routes to landmarks, information regarding ongoing local events, finding friends, location-based advertising, location-based shopping, location-based social networking, and location-enabled searches It is also used for location-based

entertainment and infotainment etc

Applications of LBS (Communication network)

Asset management Product/people/vehicle tracking myGeoTracking

Information provision Infotainment services, travel and

tourist guides, travel planner, mobile yellow pages, shopping guides

Echosec System NewsON

Security (including civil security) Emergency call (Police, ambulance),

automotive assistance

AmtelNet

guidance, traffic management

Google, Waze

Process analytics Monitoring the usage of storage

areas and traffic routes in shop, monitoring the occupancy rate of meeting rooms at office

Celayix Software

Applications of LBS (Communication network)

Games Mobile games, geo catching, destination exploration/team

building

Pokemon Go Strayboots

Zenly

Pet care Check pet locations, connect pets and pet owners Twindog , Kippy

Parent-child monitoring Take care of children, monitor and control children activities Mobile Fence

Advertising Location based advertising for Retail/Natural-related business Blue Dot

Agriculture Support both cultivation and husbandry activities GPS trackit

Lets Nurture

Outdoor fitness/event

organization

Create, advertise and manage event/outdoor fitness activities Calisthenics Parks

All Events

LBM Approaches

There are two approaches:

• Push Approach: Target mobile devices of customers who have ‘opted-in' to receive ads Based on the

data regarding audience’s age, preferences, interests, etc., send a marketing message based on

customers’ locations

• Pull Approach: Target users who are looking for your brands/products or services (the users themselves

request an ad) Send marketing message whenever user search you on devices

LBM Techniques (1)

Location based marketing can be used in a variety of ways:

• Geo-Aware Targeting: Use real-time data location from a mobile service provider to display ads to

customers close to your location

• Geo-Targeting with user input: Based on the user’s location, ask the user what kind of ads they would

want to receive, their other preferences, etc Since the data has directly come from the user, you can send specifically targeted and relevant ads For example, after registering for an advertiser’s service, the user can see ads and deals from nearby food outlets, clothing stores, accessory shops, etc

• Geo-Fencing: With Geo-Fencing, focus on potential customers within a pre-defined radius in a given

location Marketers generally use Geo-Fencing in combination with Geo-Conquesting to target

customers visiting rival stores By creating a virtual fence for a location (predefined or dynamic), you can serve ads to those who step inside your fence For example, Walmart’s app has a store mode, which delivers coupons or deals and e-receipts when a customer is around a Walmart store This nudges

customers to buy more from that Walmart store

• Geo Conquesting: marketers try to lure away customers who are visiting competitors using

location-based ads The idea is – the customer is in the rival’s shop to purchase a product or service you have By promoting your product with an exciting deal, you are not only creating brand awareness but are also compelling the customer to make a purchase

Source: MarTech Advisor 2019

LBM Techniques (2)

• Hyper Contextual Targeting: Use location as well as other contexts to target customers with meaningful

ads Marketers use geographic location in combination with past locations visited, intent based on

search history, geography specific events, or weather, etc to serve them relevant ads For example, marketers target users with ads for indoor activities on a rainy or cold day and outdoor events on a

warm sunny day

• Geo Exclusion: It is a feature where many ad service providers, like Google Ads, allow you to exclude

specific locations where you can prevent the ad from showing You could omit poorly performing

locations or locations where your ads do not have a target audience For example, if you are promoting your business in a locality, you could exclude a school in the vicinity, where it could cause a distraction

• Keyword Targeting: Use of keywords to limit targeting around a location is another geo-advertising

technique Instead of relying only on location, you focus on specific keywords that fit your campaign or are better suited for that location These keywords lead searchers to the results about local businesses The customers need not be in the location; it is their intents that matter

Source: MarTech Advisor 2019

Applications in US

Top LBS providers in US:

• Apple: established its presence in the LBS market with the Indoor maps and 3D digital maps enabled with

turn-by-turn spoken directions, interactive 3D views, and flyover features

• Foursquare: develops mobile applications that allow users to check-in and share real-time location with

friends It helps users to access a database with information regarding food, shopping and entertainment to interact with other users and merchants

• Google: offers a broad range of LBS solutions, for example, Google Maps provides useful information, such

as the location of ATMs, restaurants, and fuel stations, based on the site of the users Other LBS services offered by them are Google Now, Google Maps, Google Search and knowledge graph among others

• HERE: offers maps and location experiences on multiple screens and OS It also provides mobile, web and

enterprise solutions in automotive, mobile and internet, commerce, as well as consumer electronics sectors

• Aisle411: is a trusted indoor location services platform for global leading retailers and venue owners,

offering value to the facilities management, digital, marketing and loyalty teams The company provides

mobile retail navigation services and a social shopping platform, which helps shoppers find the required services and receive reward points

• Facebook: Facebook Places marks the company’s first foray into the LBS market, which is gaining popularity

with users who want to share where they shop, eat or play

Source: Technavio 2017

Applications in US

• Location targeting advertising within mobile sold by all providers (which includes pure play, radio, television and newspapers) is projected to grow from $17.1 billion in 2017

to $38.7 billion in 2022, a 17.8 percent compound annual growth

• Top LBM providers:

o Foursquare

o Google

o Groupon

o xAD

Case Study: Shopkick

Shopkick

• Founded in 2009

• Headquarters: Redwood City, California

• Website: https://www.shopkick.com

• Concept: Connecting shoppers with brands and retailers throughout the entire path to purchase

• Description: Shopping app for smartphones and tablets that offers users rewards for shopping

activities both online and in-stores such as watching ads, walking into stores, scanning items,

making in-app or in-store purchases and submitting receipts Users are awarded "kicks" for these actions, and can exchange them for rewards in the form of mobile gift cards The app is available for iOS (both iPhone and iPad) and Android devices

• Technology: GPS, inaudible audio signal unique to each store, audio/iBeacon hybrid with Bluetooth Low Energy (BLE) (shopBeacon)

• Achievements: As of April 2017, Shopkick had driven over 200 million store visits, over 270 million product scans in aisle, and over $2.5 billion in total sales from brand and retail partners and was ranked the most engaging shopping app by App Annie in 2017

Case Study: Shopkick

Shopkick helps brands and retailers solve many business objectives:

Incremental Sales

• Drive category consumption

• Shift share from competitors

• Motivate new shoppers to visit stores

• Motivate current customers

to shop more frequently

Protect Margins

• Drive sales without the use of coupons

or discounts

• Upsell and cross-sell in-store, before checkout

• Utilize tactics which are brand-aligned

Product Awareness

• New product launches

• Drive consumers to shelf and aisle in-store

• Educate consumers about products

Location-Based Marketing

• Reach consumers anytime, anywhere with contextually relevant content

• Actionable insights from 1st-party location data

Applications of LBM_Benefits

• Location-based marketing has become increasingly popular and more affordable — making it a valuable tool for businesses The main reasons to use geomarketing are:

o Generate more businesses: Location-based marketing gets the business in front of its consumers when they are most interested in purchasing the product or service (e.g local fitness centers attract customers

in the area)

o Make segmentation easier: Location is one of the best ways to segment a group If marketers can

determine where someone is at a given moment, they can create a message that is tailored to that specific location — making it more relevant to that consumer

o Provide a better ROI: Collecting, analyzing, and using location data can help marketers generate more engagement on their promotions and improve the return on the advertising spending

• Brands with physical locations (consumer packaged good brands, retail locations, food and dining

establishments, grocery stores) are the best fit for location-based marketing This is a good choice for auto dealers, travel & tourism boards, or even e-commerce companies

Source: The Balance Small Business 2019

Applications of LBM_Limits

This specialized marketing technique is a great fit for most, but not all industries These limits can be both

in the quality and quantity of data, as well as regulatory and compliance restraints:

• Privacy regulations: ITP (Intelligent Tracking Prevention), ad blockers or data protection regulation will

be huge challenges for mobile & in-app ads industry in 2018, requiring action from programmatic ads strategists to adapt to the situation

• Location choice: Choosing a single location without abundant foot traffic to analyze, events that do not last long enough to capture the right audience, or smaller markets with limited data to begin with

Sometimes marketers also find location-based audiences challenging when businesses are clustered tightly together or on-top of one another, like in malls or multi-use buildings

• Too common goods: Products that are ubiquitous and can be found in a variety of locations (soft drinks, pet food) don’t benefit from location derived insights These marketers should use other targeting

methods, such as demographics and purchase history, to reach their audience more effectively

• Businesses with sensitive data: Brands of certain locations, such as healthcare offices, can pose another challenge for location-based campaigns given the sensitive nature of the data

Trends of LBM (1)

1 Augmented Location

• Augmenting location with data about user behavior patterns enables a brand to create more timely, customized user engagement

• Augmented location will change the course of mobile marketing, by identifying the right time for user engagement, transforming mobile marketing by enabling marketers to solve problems, using context to create targeted notifications that would prove useful and relevant

2 Beacon Technology

• This technology has taken time to mature

• Proximity marketing will become a priority for marketers in 2019, and the beacon network will make it possible to send highly targeted messages as a person moves from location to location

• Beacons offer opportunities such as location targeting, customer mapping, visit tracking,

targeting with related products and cross-selling They can also guide users in big shopping centers, offer rewards and send promotional messages

Trends of LBM (2)

3 Hyperlocal Marketing

• Hyperlocal marketing is about targeting customers in a geographically restricted area or even a specific destination It is an excellent strategy for small as well as large businesses, as you can craft extremely relevant and targeted messages to the set of customers at a particular location and capitalize on the fact that a customer is more likely to buy from the area she resides in or can walk to

• Proximity Marketing Apps will also show an upward trajectory, through which customers can exercise full control over the messages and notifications they receive This will help in sending out relevant messages without spamming the customer

• Other marketing strategies that you can incorporate in hyperlocal marketing efforts include:

o Beacon technology (as mentioned above)

o Community-based marketing

o Local influencers

o Priority-based individual customer experiences

o Locally relevant content such as newsletters, emails

4 Mobile App Localization

Companies will invest more in creating localized app versions to suit local needs for a better user experience, which, in turn, will create substantial opportunities to tap different markets

Source: MarTech Advisor 2019

TO BE CONTINUE…