Geofencing, hyperlocal and persistent location: Talking trends in location based marketing

Geofencing, hyperlocal
and persistent loca4on
Talking trends in
location-based
marketing, part 1
All rights reserved Six For Gold LLC

Conferences are good
The ones that tell you something you don’t
know are brilliant
Day 1 of the
Location-Based Marketing Summit in New
York has just ended
The following slides contain the best things
we didn’t know about an area that’s still in
its infancy


It’s not just about check-ins
Location-based marketing including geodata
on devices, QR codes in-store, places
where individuals can query information
through interfaces like augmented reality to
gather, detect data
For small businesses, it’s hyper-local.
“I don’t give a shit about anyone more than
10 miles from my car wash.” – Small
business owner


Terms you’ll hear more of
Geofencing: Creating an artificial boundary that
when crossed, creates an action. e.g.
customer is hit with offer.
Dwell time: Time spent between landing within
geofence and desired action taken by
consumer
Persistent location: Building to address target
consumers by their ‘nearby-ness’
Geo-relevant: Devices, apps or tools that
provide user location data

Are we there yet?
Still a gulf between ‘nearby’ and dream of
accuracy. Dwell time sometimes more
revealing: Time spent between landing in
geofence and desired action taken.
Different strokes for different categories:
Redemption rates for fashion are 25%;
fastfood 65%. But messaging over time
more relevant for North Face vs free-shake-
with-burger offer used by QSRs

What about B2B?
•  Huge potential for sponsorship
•  One health insurer used mobile + wi-fi to
send messages to conference attendees


Fearless predictions
Object recognition: Camera captures image
which can be recognised by Google; opens
opportunities for in-store applications
Tech will be pervasive enough that location
will be a feature in every single application
Location will become an app in every website
Every company will need a strategy in
persistent location and that will be a big
part of CRM backend systems


And even more
Browsers are coming up with location
capabilities and delivering the information to
content publishers
The daily deal can be the next ad unit
Ad units will evolve. Buying for reach will
morph into buying for redemption


Opportunities?
Phone now used as alarm clock, watch,
calendar reminder
Growth of user-generated content, e.g. Flickr,
featuring products and services we
potentially want to buy
Study shows 80+% of consumers willing to
share location information if offers are
perceived valuable and they can opt in


Before you get carried away,
things to remember
Location-based marketing is not “an advertising
thing” but augments other marketing efforts
Consumers must opt-in and find the offer
valuable
Overwhelmingly, opportunities are in retail
Conversation is still smart phone-centric
All these platforms have different ID referencing
points: Aggregating and reporting is hard


About Six For Gold
Six For Gold is a boutique marketing
consultancy that articulates the story behind
brands to create compelling, memorable
campaigns.
Blending traditional, new and unexpected
media, we believe the boundaries between
B2C and B2B are blurring that successful
brands are co-created with the consumer and
that narrative is the most powerful marketing
tool of all.


For more information about these notes and
Six For Gold
Email aliciakan@6forgold.com
Twitter @aliciakan
Visit us on Facebook


Geofencing, hyperlocal and persistent location: Talking trends in location based marketing

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