Location-Based Marketing: Keys to Building a Smart Strategy for Geo-Targeted Campaigns

3Q 2010 | Research Report Report | RR-MLBS-10 | 51 pages | 8 tables | 29 charts | 10 figures | Excel | PDF | Powerpoint

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Table of Contents

  • Executive Brief: Top-Line Forecast
  • 1. Executive Summary
    • 1.1. Geo-Targeting Mobile Consumers Takes Off
    • 1.2. Market Drivers
    • 1.3. Market Inhibitors
    • 1.4. Forecasts
  • 2. Framing an Effective Location Strategy
    • 2.1. Establish Your Marketing Goals
    • 2.2. Analyze Your Customers' Mobile and Location Habits
    • 2.3. Develop Your Location Approach
    • 2.4. Choose Location Partner(s)
    • 2.5. Determine the Best Technology for Your Brand
    • 2.6. Execute Your Geo-targeted Campaign
    • 2.7. Measure and Refine
  • 3. An Early and Fragmented Market
    • 3.1. Location-Based Advertising (LBA) Offers Real-Time Targeting
    • 3.2. Check-in Services
      • 3.2.1. Downside: Fake Check-ins
      • 3.2.2. Foursquare
      • 3.2.3. Loopt
      • 3.2.4. Gowalla
      • 3.2.5. Brightkite
      • 3.2.6. Whrrl
      • 3.2.7. MyTown (Booyah!)
      • 3.2.8. shopkick
      • 3.2.9. Facebook Casts a Large Shadow
      • 3.2.10. Twitter Stalks Location, Too
    • 3.3. Navigation
      • 3.3.1. Navteq
    • 3.4. Geodelic
    • 3.5. Nascent Market Struggles
    • 3.6. Case Studies
    • 3.7. McDonald's
    • 3.8. Harbor Hospital
    • 3.9. Sonic
    • 3.10. Chili's
    • 3.11. Pepsi Loot
    • 3.12. Powermat
    • 3.13. H&M
    • 3.14. Sharpie
    • 3.15. Molson Coors
  • 4. Location-Based Mobile Advertising Technologies
    • 4.1. LBA Tactics
    • 4.2. Response Methods
    • 4.3. Acquiring Device Location
    • 4.4. Platforms
      • 4.4.1. Skyhook Wireless
      • 4.4.2. Google, Apple
      • 4.4.3. RIM (BlackBerry)
  • 5. Consumers and Location
    • 5.1. Finding Locations
      • 5.1.1. Men vs. Women
      • 5.1.2. Smartphone vs. Non-Smartphone Users
      • 5.1.3. Navigation Applications
      • 5.1.4. Alerts Based on Location
      • 5.1.5. Maps and Yellow Pages
      • 5.1.6. Coupons Tied to Location
      • 5.1.7. Location-based Travel Suggestions
      • 5.1.8. Notification That Friends, Family are Nearby
  • 6. Forecasts
    • 6.1. Alternative Positioning Users
    • 6.2. Location-Based Users
    • 6.3. Location-Based Advertising Inventory
  • 7. Future Thoughts
  • 8. Company Directory
  • 9. Acronyms

Tables

  1. GPS-Enabled Handset Shipments by Value Segment, World Market, Forecast: 2010 to 2015
  2. GPS-Enabled Handset Shipments by Region, World Market, Forecast: 2010 to 2015
  3. GPS-Enabled Handset Shipments, US, Forecast: 2010 to 2015
  4. GPS-Enabled Handset Revenue, US, Forecast: 2010 to 2015
  5. Location-Based Advertising Strategy Steps, US
  6. Leading Location-based check-in services, US
  7. Alternative Positioning Technologies Users by Type, US, Forecast: 2010 to 2015
  8. Alternative Positioning Technologies Licensing Revenues by Type, US, Forecast: 2010 to 2015

Charts

  1. Spending Premium for Location-based Ads by Type, US Forecast: 2010 to 2015x
  2. GPS-Enabled Handsets US, Forecast: 2010 to 2015
  3. Spending Premium for Location-Based Ads by Type US, Forecast: 2010 to 2015
  4. Frequency for Getting Directions or Finding Locations on Mobile Phone US, February 2010
  5. Frequency for Getting Directions or Finding Locations: Men vs. Women US, February 2010
  6. Frequency for Getting Directions or Finding Locations: Smartphone vs. Non-smartphone Users US, February 2010
  7. Price Smartphone Owners Have Paid for Navigation Applications US, February 2010
  8. Interest Level in Free Safety Alerts Based on Location US, February 2010
  9. Accessing Location Information from Mobile Phone US, February 2010
  10. Interest in Promotions or Coupons Based on Location US, February 2010
  11. Interest in Travel-Related Suggestions Sent to Mobile Phone US, February 2010
  12. Interest in Being Notified That Friends or Family are Nearby US, February 2010
  13. Alternative Positioning Technologies Users by Type US, Forecast: 2010 to 2015
  14. Location-Based Users by Type US, Forecast: 2010 to 2015
  15. Location-Based Advertising Inventory by Type US, Forecast: 2010 to 2015

Figures

  1. Screenshot of McDonald's geo-targeted McCafe campaign
  2. Screenshot of Baltimore's Harbor Hospital using mobile geo-targeting for an awareness campaign
  3. Sonic used Placecast ShopAlerts to drive geo-targeted SMS campaign
  4. Chili's logo and screenshot of promo used with Foursquare check-in to drive foot traffic
  5. Screenshot of Pepsi Loot on an iPhone
  6. Screenshots of Powermat's ads on MyTown
  7. Screenshot of H&M; virtual goods within MyTown application
  8. Screenshot of Sharpie badge on Brightkite service
  9. Screenshots of Molson geo-targeted campaign during the Vancouver Olympic Games
  10. An example of Google's Location-Based AdWords


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