Location As A Context Filter

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Tom Edwards Mobile Media Summit

Below are a few territories that I touched on during the session as well as a few additional thoughts. 

ROLE OF LOCATION:  Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.

BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.

There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

Shopkick Macys

If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits it may be advisable to install a comprehensive beacon network.

I recently worked with a major consumer electronics retailer to test proprietary beacons that were fully integrated across multiple touchpoints. The program aligned with the existing CRM platform, leveraged it’s loyalty program to modify in-store behavior and the test led to full integration into the the retailers app.

gamestop-beacon-zones

This approach provided more flexibility to leverage loyalty points as a currency as well as reduce latency of the passive beacons as app activation is set upon entry. 

This program has allowed for mapping of data and interactions and has also lead to the ability to further refine the approach to regionally specific personalized content based on store visit, online behaviors and loyalty interactions.

FACEBOOK PLACE TIPS: Another interesting development is Facebook’s official roll out of place tips for small to mid size businesses. This program has definitely peaked my interest as Facebook is providing the beacon hardware. It’s a very low barrier of entry for the business owner and they have the ability to append location specific details to the Place Tip.

Photo Sep 23, 6 06 32 AM

A consumer would see a notification in their newsfeed if they are near a Place Tip enabled spot similar to what I received recently at the DFW Airport.

Tom Edwards Place Tips

After a user clicks on the notification they are delivered into a location specific experience that allows them to engage with the location, message the business through Facebook Messenger, rate the business and interact with contextually relevant content.

Photo Sep 23, 6 01 14 AMPhoto Sep 23, 6 01 59 AM

The business owner has the ability to modify content such as menu’s and I see this as Facebook’s play at ultimately delivering location specific messaging outside of the traditional geo-targeted ad units.

Facebook Place Tips

Location is a key point to consider when aligning a contextually relevant message. The key is to remember there needs to be a value exchange for location access.

Follow Tom Edwards @BlackFin360

BlackFin360

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