Location Based Services Marketing

June 2011

Agenda

• Defining Location Based Services

• History Tour

• Future Thinking

• Examples

• Integrating with the Customer Journey

• Top 10 Tips

Defining Location Based Services Marketing

• A location-based service (LBS) is an information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device (wikipedia 2011)

• Optimising the relationship between people and places to provide an added value experience

History Tour

• Mobile Networks

• Mobile Networks and GPS

• Mobile Networks, GPS, WiFi

• Mobile Networks, GPS, WiFi, Bluetooth

• The Cloud

Future Thinking

• Device independence

• Add value to the location experience

• Turn information into interpretation

• Build upon the customer journey

• Monetise the moment

Future Thinking

• Focus on Experience not Technology

• Data Collection and Exploitation– Behaviour– Location– Preferences– Privacy

• Customer Intimacy and Lifetime Value

Examples

Examples

Examples

Integrating with the Customer Journey

Top Ten Tips

1. Ensure your services are accessible to your customers

2. Create the customer journey

3. Collect, interpret and analyse the data

4. Future-proof with a presence on all the social networks

5. A/B Testing to measure effectiveness

6. Watch the competition and other market sectors

7. Promote the service in digital and real worlds

8. Add value not complexity or features

9. Continually seek 1% improvements in the customer journey

10. Monetise the moment

Get Qualified

• CAM Digital Marketing Diploma– Distance Learning option– Saturday Seminar option

• DigitalMarketingProgramme.com

• MarketingCollege.com, enquiries page