Location Based

Eight great location-based mobile campaigns from 2012

Location-based mobile services have been one of the major digital trends this year, as they provide a great opportunity for retailers and brands to create contextual experiences to engage their customers.

One of the most obvious uses of location services is providing targeted offers and promotions to smartphone owners in-store

But we’ve also seen brands with little or no retail presence using mobile to add an additional layer of interaction to traditional outdoor advertising.

There are a number of great examples of brands using location-based mobile services this year, but here is a run down of eight of my favourite campaigns.

If you think I’ve missed any good ones, please point them out in the comments section…

10 ways brands can use location-based marketing

The growth of the smartphone provides a number of opportunities for brands to engage with consumers based on their current location. 

According to stats from the Mobile Marketing Association, 26% of mobile users regularly use a map, navigation tool or similar service that automatically determines their current location.

Location-based marketing allows brands to adapt their marketing messages based on where consumers are geographically when they see them, and also what that location may tell you about their habits. 

Digital marketing: don’t forget the message!

The proliferation of technology enabled marketing tools has been one of the most fundamental changes that has occurred within the ad industry. With all the new toys in the box however, it is important to remember not to be clever for clever’s sake.  

It’s one thing to provide a product or service, another to market it effectively and quite another to encourage visitors to stay with you.

The rocky road ahead for Facebook Places

As a big fan of location-based applications (I’m currently ‘checking in’ at various locations on five different apps…!) I have of course been watching the launch and subsequent spread of Facebook Places with great interest.

Now that the first batch of dust has had a chance to settle, I wanted to look in a bit more detail at some of the hurdles ‘Places’ may face in the coming months, if past experience is to be believed.