Location-Based Marketing

Foreword DAVID MEERMAN SCOTT xi Acknowledgments xiv Introduction xvi Is Mobile Marketing Right for You? xvii How We've Organized This Book xix PART I THE MOBILE MARKETING LANDSCAPE 1 Chapter 1 How to Jump-Start Your Mobile Marketing Campaign 3 Chapter 2 How the Fortune 500 Use Mobile Marketing 13 Chapter 3 How Consumers Engage with Mobile 25 Chapter 4 Let's Talk: Terms and Concepts You Should Be Familiar With 35 Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43 Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55 PART II SETTING YOURSELF UP FOR SUCCESS 63 Chapter 7 Laying the Foundation for Successful Mobile Marketing Campaign 65 Chapter 8 Getting More Familiar with the Mobile Marketing Landscape 75 Chapter 9 Thinking Strategically about Your Mobile Marketing Campaign 87 PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL 99 Chapter 10 How to Set Up a Mobile Website 101 Chapter 11 Using SMS and MMS to Drive Customers to Your Business 111 Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue 121 Chapter 13 How to Use Mobile Paid Search to Drive Customers to Your Business 133 Chapter 14 Location-Based Marketing: LBS, NFC, Bluetooth, and LBA Oh My! 147 Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for More 157 Chapter 16 How to Use 2D Codes to Connect with Customers 169 Chapter 17 Tablet Computers: Taking the World by Storm 179 PART IV EXPANDING YOUR HORIZONS 185 Chapter 18 Using Mobile E-Commerce to Drive Revenue 187 Chapter 19 Mobile Marketing for B2B Companies 197 Chapter 20 How to Measure the ROI of Your Mobile Marketing Campaign 205 Chapter 21 The 17 Rs of Mobile Marketing and a Step-by-Step Checklist 217 A Few Final Thoughts 226 Index 228

ABSTRACT The announcement of beacon technology in 2013 created a wave of excitement among pioneering retailers and marketing leaders, allowing them to send location-based messages to customers in-store. However, until present, the technology has not yet established a strong foothold in retailing. The present paper adopts a multi-method approach with the objective to 1) detail its main challenges in the market and 2) enlighten scholars and practitioners on smart use cases for in-store location-based marketing. The findings of the multiple data sources (i.e. review of academic and practitioner literature, in-depth interviews with retail technology experts and focus groups with consumers) allowed the authors to infer valid conclusions, along with recommendations for future research and actionable managerial advice.

Taxi mobility information can be considered as an important source of mobile location-based information for making marketing decisions. So, studying the behavioral patterns of taxis in a Chinese city during the holidays using the global positioning system (GPS) can yield remarkable insights into people’s holiday travel patterns, as well as the odd-even day vehicle prohibition system. This paper studies the behavioral patterns of taxis during specific holidays in terms of pick-up and drop-off locations, travel distance, mobile step length, travel direction, and radius of gyration on the basis of GPS data. Our results support the idea of a polycentric city. It is concluded from the reporting results that there are no significant changes in the distribution of pick-up and drop-off locations, travel distance, or travel direction during holidays in comparison to work days. The results suggest that human travel by taxi has a stable regularity. However, the radius of gyration of movement by most of the taxis becomes significantly larger during holidays that indicate more long-distance travels. The current study will be helpful for location-based marketing during the holidays.

Title: A study of how the Brick and Mortar business can utilize Location-based Marketing in Sweden. - Technologies, Strategies, Privacy & Integrity and Receptiveness from a consumer and expert perspective.Date: 2014-05-20Level: Bachelor Thesis in MarketingAuthors: Philip Lagstrom and Gustaf Stenlund.Supervisor: Klaus Solberg Soilen.Purpose: The purpose of this research is to create an understanding of what location-based marketing is and how brick and mortar businesses in Sweden can use this type of marketing, and how it affects sales and the customer experience. The objective is also to find out how consumers percept location-based marketing and possible privacy and integrity concerns.Theoretical framework: The theoretical framework begins with theory regarding Smartphone usage in Sweden and privacy & integrity concerns. The theory also discusses the brick and mortar business. Further, it discusses what kinds of techniques and methods that are used by location-based marketing today is, and how push and pull strategies can be used within location-based marketing.Method: The research is based on a combination of a qualitative and quantitative study. This was made to get the experts point of view and also the consumers’ perspective. The qualitative part consisted of three interviews with experts in the field of location-based marketing, mobile applications, Smartphone marketing and digital marketing. The quantitative part consisted of a survey with 357 participantsEmpirical framework: The empirical study consists of interviews and a survey. It begins with the interviews with the three experts; this part involves thoughts regarding location-based marketing within brick and mort, best method of LBM, consumer receptiveness, negative/positive aspects, privacy and integrity and future prospects for location-based marketing. This followed by the results from the quantitative survey with our 357 respondents; the survey gives a consumer point of view on important factors such as Smartphone use, consumer interest regarding LBM, receptiveness, privacy and integrity concerns and loyalty.Conclusion: The conclusion made in this dissertation is that location-based marketing is a great part of the digital marketing mix, and could potentially work well for Swedish brick and mortar businesses. It has potential to create increased value for consumers, which in turn can develop into a loyal customer base. The respondents of our survey are not concerned about their privacy and integrity. However, it could be a devastating blow for retailers if dealt with incorrectly.

Purpose Regulatory focus theory proposes that people make decisions and engage in the pursuit of goals based on either promotional goals indicating sensitivity to gains/nongains or preventional goals reflecting sensitivity to losses/nonlosses (Aaker and Lee, 2001). The purpose of this study is to examine the roles of regulatory foci and their impact on the perceived value and usage of location-based services (LBS) in travel experiences. Design/methodology/approach Travel planning strategies are framed along promotional or preventional lines to evaluate regulatory focus orientation and respondents’ perceptions of value in location-based marketing (LBM) services are examined. Regression analysis evaluates the primary relationships, followed by analysis evaluating the mediating effects of “travel interest messages” (discount coupons, etc.) in the regulatory-focus-perceived value in LBM relationship. Findings The findings indicate that the effects of promotional focus are significantly greater than those of preventional regulatory focus. Additionally, the importance of travel interest messages (discount coupons, maps, etc.) was more significant with a promotional regulatory focus than preventional regulatory focus orientation. Practical implications The findings provide proof of regulatory focus as a differentiator in travel consumption behavior and demonstrate how it can be used to effectively target marketing messages to augment the travel experience. Destination marketing organizations can apply regulatory focus theory in organizational settings in the areas of leadership, decision-making and front-line employee creativity that can enhance the delivery of memorable travel experiences. Originality/value To the best of the authors’ knowledge, this study is one of the first to examine the relationship between gains-focused/risk-averse travel planning and their impact on perceptions of value in LBS programs in travel experiences.

Das mobile Internet wird zu einem immer wichtigeren Faktor. Lokale Unternehmen mussen sich uberlegen, wie sie ihre Kunden auch in Zukunft ansprechen wollen und in welche Marketingmasnahmen dabei investiert wird. Location-based Marketing bietet lokalen Unternehmen die Moglichkeit, den Kunden mobil uber standortbezogene Dienste zu erreichen und in ihre Geschafte zu locken. Die vorliegende Arbeit beschaftigt sich in diesem Zusammenhang mit der Kundenakquise sowie -bindung die uber sogenannte Location-based Services erfolgen kann. Um die technischen Aspekte zu erlautern, wird zunachst die Positionsbestimmung erklart. Danach wird ein Uberblick uber die verschiedenen Arten der standortbezogenen Dienste geboten. Darauf folgt eine nahere Betrachtung der Marketingstrategien, die innerhalb der Location-based Services angewendet werden konnen. Neben der Definition des Location-based Marketings, dient das Kundenmanagement dabei als zentrales Leitthema. Als Orientierung zum Einstieg in die mobile Werbebranche, wird anschliesend das Marktpotenzial der standortbezogenen Dienste aufgezeigt. Im analytischen Teil der Arbeit, werden die Chancen als auch die Risiken der Location-based Services aufgeschlusselt. Das Kundenmanagement dient dabei als signifikanter Masstab. Schlieslich kann somit ermittelt werden, ob sich eine Investition fur lokale Unternehmen in diesem Bereich lohnt.

This chapter shows a practical end-to-end solution that allows the integration of noninvasive location-based marketing advertisements finally binding physical and virtual in-store customer presence. The goal of the solution is to digitalize the business and improve the customer experience with the indoor proximity-based iBeacon technology for personalized marketing advertising. The architecture uses cheap battery powered iBeacon devices, Android App and a recommender system for sending noninvasive advertisement in the right moment to the right customer. The intelligent combination of loyalty programs, personalized location-based marketing campaigns, and connection to existing CRM systems will enable the desirable increase in customer loyalty by also creating ideal circumstances for custom omnichannel marketing.

Purpose: Location-based marketing has become an essential component in today’s businesses. The principal objective of this study is to investigate the growing significance of using location-based marketing services to small and medium-scale marketers and customers. Methodology: This is an exploratory study, which aims to explore the impact of location-based marketing on the retail sector of the Al Batinah region in the Sultanate of Oman. Main Findings: Social media platforms play an important role in the Location-Based marketing of various retail sectors such as SME’s and these platforms play a major role in helping retailers to make decisions whether they wish to market their products by using this platform or not. Implications: All organizations’ top-level management must focus on data mining to identify the right customers and at the same time they should focus on innovative marketing strategies on LBS. Novelty: This study provides motivations and insights that drives businesses and customers to use these LBM services.

AbstractTitle: The possibilities of location-based marketing and the challenges of privacy – a cross cultural study between Sweden and New Zealand.Date: 2016-05-20Level: Bachelor Thesis in Marketin ...