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Location, Location, Location
Tom Pearman, Weve
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Location marketing isn’t new…
1800, first use of localised out door advertising
Local radio is born via the BBC, with independents branching out later
1956, regional advertising through ITV franchises
First local newspapers appear featuring local advertising
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Location drives relevance
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The rules have just changed…The rules have just changed…
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The starting point for location was IP address
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Mobile takes this a step further
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Learn from their behaviours
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So how does this all work?
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In App- based on permissions…
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Marketing location services
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Lucozade Revive: Driving sales
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Airline X: Creating relevance through roaming & call data
Response
+700%industry
performance
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Unique, scaled verified …
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IKEA: Home location targeting
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Using location to measure beyond the click
Customers who live in catchment area of stores
Lookalikes who live in catchment area of stores
Weve observe everyone (both test and control) who visit the stores and enters the geofence.
Comparison between test and control groups gives a confirmed uplift in footfall generated by mobile messaging
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Mobile has transformed the way location services are used.
Location is more than just live location.
Use the right channel for the right marketing opportunity.
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Thanks
Tom Pearman, Weve@TomPearman