Geolocational_Marketing - Boating Industry

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Geolocation Marketing





Presented by:

David Fox Jensen, CEO

The Consumer Discovery Journey (CDJ)


A dynamic and fluid approach based on a longer “consideration and evaluation”
process by which many different criteria are considered to include: consumer point of
view, reviews, product comparisons, opinions, data, social influences.


This model has a longer evaluation period and focus.


Based on the consumer controlling/creating/influencing much of the fact
-
finding and
content creation; particularly having influence on relevance and content quality.


Post Purchase experience is based on open
-
ended engagement with brand/product
and online sharing.


Content is King…

Consumers Value

Consistent,

Quality,

Content

Educates

Entertains

Value


The more they value your content the more they…

Your internet success is dependent
on how and what you contribute.


Do you product it? (wholesale)


Do you own the distribution network? (Distribution)


Do you buy it and then resell it (Retail)


Do you market it? (Marketing)

One of the tools you can use is

geolocation marketing…

Geolocation Marketing Defined

The use of a consumers geographical location for the purposes of marketing.


In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a
consumers geographical location and deliver marketing materials to the
consumer or to create a location based user experience to either sell a product or
increase awareness.



Location based services: A fancy way for saying the use of GPS and land based
towers to pinpoint location.



Marketing Materials: Any material created on behalf of an organization to
establish authority on a subject, persuade a consumer to buy a product or
increase brand awareness.



User Experience: Any form of interaction between consumer and company
usually over a digital medium.

Today’s mainstream Geolocation
marketing options…


Mobile Search


Mobile Banner Ads


Social Media Integration


Check In’s


Sharing


PUSH Messaging


Mobile Websites


Mobile Apps

Example 1: Mobile Banner Ads and
Rich Media


The Objective: Build Brand Awareness
of the Audi Q3



The Solution: HTML5 rich media (banner
ads), time targeting and publisher
category selection



The Results:


Peak CTR Of 1.025%


5% of consumers downloaded the
Q3 brochure


7% of consumers clicked through
to the mobile site for more
information




Key points:


Clear goal


Solid user experience


Use of engaging content

Example 2: Mobile Search


The Objective: Increase Mobile Search ROI.
Increase mobile booking growth and mobile
traffic.


The Goal: Provide users with the information they
are looking for when accessing via a mobile
device; and drive room sales.


The Formula: Use of “Click
-
to
-
call” (CTC) and
location extensions on paid mobile search
advertising.


The Results:


20x Increase in mobile paid search ROI


Mobile booking growth of 20% month over month


200% increase in mobile traffic (traffic to their
mobile sites)

Example 3: Social Media


The Objective: “We wanted to increase awareness of our Tablet S, generate buzz in advance of the
launch and drive in
-
store visits to Sony stores and dealer stores,” said Marcy Cohen, head of social
media at Sony Electronics.


The goal: Get as many people as possible to try the Tablet in person and encourage them to tell their
social networks


in short, go viral.


The Formula:


Created a custom tab on the Corporate Facebook page with clues to locations people could try the device
before launch, vote for a location to try the device and a chance to win a free device


People RSVP’ed on Facebook


Used geotargeted Facebook check
-
in’s and posts to notify consumers about their events and locations


On site events with SWAG


Chance to win on site predicated on providing email address or taking a photo with the tablet and posting it on
Twitter with hashtag #CatchTheTablet


The Results:


Twitter: More then 1,700 tweets, fan base increase of 4.5%


Contest Entries: 8,800


Pre
-
Order Website: 1,000 clicks


Facebook: 41,437 engagements on the FB tab, Fan base increase of 8%

User experience


If you are expecting the user to
interact with you via their mobile
device make sure you account for
the user experience.


Do not use any geolocational
marketing unless the user can
easily navigate downstream.



Keep It Simple Stupid (K.I.S.S.):
Make it easy, simple and easy for
the big fingered to navigate.



Clear call to action: Make your
“call to action” clear and easy to
execute.

Lighthouse Media Solutions


Lighthouse

Media

Solutions

is

a

forward
-
thinking

media

solutions

and

creative

design

company

that

specializes

in

identifying

and

executing

strategies

that

leverage

traditional

and

emerging

technologies
.

Our

team

is

comprised

of

creators,

technologists,

artists

and

strategists

who

use

and

create

marketing

strategies

in

the

digital

world
.


Website design, development, management, hosting and optimization


Mobile website design, development, management, hosting and optimization


E
-
marketing: e
-
newsletters, e
-
blasts, e
-
magazines


Search engine marketing and optimization


Social media management and marketing


Marketing strategy development


Video production: online, viral, off
-
line


Radio advertisement production


Print ad design and layout


Event strategy and production


Direct mail


Branding and corporate identity


Sales collateral: brochures, business cards, letterhead, flyers, banners, newsletters,
magazines


Thank your for your time.



David Fox Jensen, CEO

857
-
366
-
2246

Djensen@LHMediaSolutions.com