So you've read about location. You've sat through many presentations with the cliché "Location, Location, Location" somewhere in the title, and you're still clueless about how to get started in tying location-based services (LBS) back to your marketing efforts. Here's a quick introductory guide to get you on the right path:
Register Your Stores
The obvious but important first step to location-based services is the simplest: make sure your retail locations are accurately listed with the services you want to work with. If the location data isn't accurate, users won't be able to find your stores or products. Discovery is a key feature of location-based services, so you want to make sure your locations are as easy as possible for search engines and consumers to find.
Know the Landscape
When it comes to awareness and reach, name recognition counts:
Know What You're Trying to Accomplish
LBS can focus on a variety of engagement and marketing aspects including awareness, deal distribution, traffic increases, new performance measurements, and good old fun. It's important to define your objectives as you migrate into LBS:
We're now in the middle of the "initial" wave of major LBS platforms in the market, so it's a great time to update your marketing strategies to include location services. By going ahead and taking the leap, you'll be better positioned to quickly capitalize on the pending second wave of LBS. Rapid increase of mobile access to social networks will pave the way for a variety of new services and startups that will transition LBS into much broader location engagement, utility features, and other user centric behaviors.
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For the past four years Jason Dempsey has lead Moxie's Technology department with his futuristic thinking and innovative ways. He is constantly pushing his team of 50 to challenge the conventional ways of thinking and develop unique and unprecedented programs and rich Internet applications for Moxie's clients. Being that he oversees the entire department, Dempsey works on all of Moxie's brands from Coca-Cola to 20th Century Fox to Verizon Wireless.
After graduating from Vanderbilt University, Dempsey began working for Accenture where he became immersed in the technology world. During his seven years there, he grew with the company and ultimately became an application project manager where he successfully managed project teams of 12 functional and technical resources through development, lifecycle, and delivery within budget on an aggressive timetable. He learned the ins and outs of the project management, business analysis, functional specifications, technical management, and implementation at Accenture. In 2004 he left to join Impact Innovations Group where Dempsey served as the IT optimization manager. His responsibilities included overseeing all areas of IT analysis and delivery for over $80 million franchise operations. After Impact Innovations, Dempsey went on to work for BellSouth Technology Group before joining Moxie Interactive in 2006.
Dempsey currently lives in Atlanta, GA.
December 12, 2013
1:00pm ET / 10:00am PT