This is the first of a two part series on mobile geo-targeting. Geography-based targeting is becoming more realistic as technology improves and consumers become more accepting of marketing messages on their phones. This post explores "smart-targeting" where the marketer knows (based on signup) who their customers are and what content they would like to receive. The marketer then uses the customer's real-time, geographic position to send them messages when they're within range.
To illustrate a smart-targeting campaign I created an example (see below) using my favorite purveyor of coffee. For a campaign like this, users would have signed up online to receive update messages and profile their interests. They also would have gone through the mobile confirmed opt-in process (read more about confirmed opt-ins).
Once activated, whenever a customer comes within a pre-defined distance from a store they would receive a message from that location based on their preferences. The power here is that the offer is relevant to their interest (coffee drinking and the brand) and it is geo-relevant as well. Each Starbucks location would have the ability to send out similar messages as a subscriber's device is detected with matching interest criteria.
(Hat tip to David Armano for the inspiration to blog with my information designs, I've got a ways to go before I reach his level.)
There are three primary types of customers who could receive these smart-targeted messages. Green consumers in the diagram are true devotees. They welcome your messages and even get excited to receive them because it makes them feel more like part of your community. Geo-targeting to these users serves as a branding reinforcement and could spark spur-of-the-moment purchases through coupons or new product information.
Consumers in orange are on the edge. They're occasional users of your product or service, but they are close to moving to the red level. Messages to this person need to be more focused on product trial. The more they try and become devoted, the better chance they have of moving back to green.
Red consumers are the most crucial to deal with. They have either a) lost their affinity for you and your products or b) forgotten they signed up in the first place. Every campaign needs to have a mechanism built in to remove these users immediately and put them on a permanent do not message list. Most of the risk (legal, time and money) of any geo-targeting campaign lies in this group.
Other, non-mobile methods of contact should be sent periodically to allow users to adjust their interests or opt-out. Other questions should aim to provide more insight into the level of the customer for campaign message adjustment.
Despite the risks, the power of mobile technology combined with the hyper-relevant message is nearly unmatched in modern marketing. No other combination of resources is as relevant and personal as geo-targeted marketing...if done right. If not conducted correctly geo-targeted campaigns become pure spam, hurt the overall brand and limit acceptance for future mobile efforts. The technology to enable this type of geo-targeting is becoming a reality more and more as new geo-ready phones are released.
Part 2 will focus on always-on, proximity targeting. This is very different from geo-targeting and has its own set of risks and rewards. Check back shortly for that post.
Past Mobile Marketing 101 posts:
mobile marketing, strategy, marketing, advertising, mobile devices, innovation, trends, dave armano, mobile, relevance, geotargeting