navigating location-based marketing: best practices from the innovators
DESCRIPTION
Emerging location technologies are transforming the ways retailers connect with consumers. Using mobile location services, retailers can better pinpoint consumers, and send relevant and timely messages directly to their personal mobile devices. Although retailers are recognizing the value of location services, they are still asking: “How can we ensure location-based marketing campaigns and tactics are successful?” During this upcoming webinar, executives from Digby, KDA, Punchcard and SapientNitro will discuss the results-proven tools and best practices for planning and implementing a mobile location-based marketing strategy.TRANSCRIPT
Naviga&ng((Loca&on,Based(Marke&ng:((
Best%Prac*ces%from%the%Innovators%
#MobileMKTG%
Webinar%Sponsored%by%
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Navigating Location-Based Marketing Best Practices
Localpoint®
© 2013 Digby. CONFIDENTIAL%
SapientNitro!
PASSIONATE PEOPLE
7000+ OFFICES
GLOBALLY CONNECTED
YEARS OF CUSTOMER INNOVATION
31 20 1 COMPANY
2012 AGENCY REPORT:
#1 Largest Digital Agency US
#12 World's Largest Agency All Disciplines
Gartner Magic Quadrant for Global Digital Marketing Agencies
Global Commerce Service Providers US Digital Agencies – Mobile Marketing
" Brand Strategy " Experience
Strategy " Customer
Platform Strategy " Business
Strategy " Marketing Mix
Modeling " Research,
Insights, and Data Science
We define STRATEGIES
" Creative Development
" Brand Planning " Brand
Communications " Media and
Connections Planning
" Branded Content " Digital, Mobile
and Social Marketing
" Loyalty & Direct Response Marketing
We build BRANDS % " Omni Channel
Experience Design
" Immersive Digital Environments & Events
" Mobile, Retail, and Emerging Experiences
We create EXPERIENCES%
" Omni-Channel Commerce Platforms
" Content Delivery & Monetization Platforms
" Consumer Intelligence and Personalization Platforms (CRM)
" Marketing Enablement Platforms
" Digital Content Production & Management
We deliver PLATFORMS %
WHAT WE DO
OUR UNDERSTANDING WE WORK WITH WORLD-CLASS BRANDS
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Punchcard!
Proprietary%and%Confiden*al%
Earn rewards everywhere you shop."
Get And Keep Customers with Engaging and Fun Promotions"
Works at over 15m locations!!
Punchcard is en Español too!"
Proprietary%and%Confiden*al%
Punchcard Receipt Capture Yields:"• User ID"• Purchase ID"• Location"• Location Type"• Street Address"• City, State, Zip"• Location Category"• iPhone vs Android*""""""""Data Sample:" ""
• Geo-coordinates"• Timestamp"• Distance"• Item Detail"• Item Total"• Purchase Total"• Product Category*"• Shopping patterns*
at other retailers*"
Proprietary%and%Confiden*al%
*With the Punchcard Data Pack Service"
Plus User Profile Data:"• Name"• Email"• Gender"
• City,%State,%Zip%
• Date%of%birth%
• Rela*onship%status%
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Question & Answer!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Mobile is Disrupting Multi-Channel Retail!
Consumer In-Store • Showrooming • Comparison Shopping • Product research • Social validation • Community Support • Discount maximization
Retailer In-Store • Fewer associates/sq. ft. • Less informed staff • Wider product variety • Competitive saturation • Weekend differentiation • Offer over-complexity
85.9M U.S. consumers used smartphones while shopping
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Consumers Demand More!
43% believe marketing could be
more relevant by adding location to campaigns
54%
would consider ending loyalty programs if they weren’t given relevant, personal
content and offers
Localpoint®
© 2013 Digby. CONFIDENTIAL%
How does mobile fit into your omni-channel strategy?!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
What mobile tactics promote in-store engagement?!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Where do you want engage consumers?!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
How can you leverage location beyond offers?!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
How can location analytics impact ma!How can location analytics impact marketing strategy?!How can location analytics impact marketing strategy?!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
What is on the horizon for mobile engagement?!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Digby!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Digby Corporate Overview!
The right message, to the right person, at the right place.
“Digby helps brands & retailers accelerate cross-channel convergence”
Localpoint®
© 2013 Digby. CONFIDENTIAL%
We Love Our…. !Customers!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
Localpoint: Digital Engagement for the Physical World!
Analytics Learn consumer behavior with store analytics and insights
Venue Engage customers in brick and mortar store locations
Outreach Drive store traffic with contextual mobile messaging
Localpoint®
© 2013 Digby. CONFIDENTIAL%
www.digby.com/playbook!
Localpoint®
© 2013 Digby. CONFIDENTIAL%
The Localpoint Difference • Sophisticated location detection • Supports a broad range of use cases • Enterprise-grade services & products • Deep location analytics & insights • Ready to integrate with retailer systems
Eric Newman VP Products & Marketing [email protected]
#MobileMKTG%
Thanks%for%a@ending%this%webinar!%
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