SXSW 2014: Mobile Saturday - Location-Based Marketing
A panel at this year's South By Southwest prompted discussion about many facets of mobile location-based marketing, including relevancy, technology, privacy, and thinking beyond advertising.
A panel at this year's South By Southwest prompted discussion about many facets of mobile location-based marketing, including relevancy, technology, privacy, and thinking beyond advertising.
Last week I participated in the Mobile Saturday event at SXSW, which Urban Airship has been putting on for the past few years. I lead a panel discussion titled “Location-Based Marketing: Beyond Advertising,” where we explored a number of interesting topics.
As would be expected, the mobile sessions were some of the most crowded sessions of the week (other than the parties and really big-name speakers). More and more marketers are clearly looking to think a bit differently about mobile and how to better push their brands and serve their audiences.
The speed at which mobile is evolving as well as consumer expectations rising has lead to a number of interesting opportunities for brands and marketers. But more and more this doesn’t mean advertising via mobile but rather providing value to consumers to enhance an experience around a brand, product, or location.
There were a number of interesting things discussed through the session that I wanted to share:
I thought that @McAtoms summarized the session well in saying the following on Twitter:
Common theme of this session: Respect users. Their time, preferences and trust. Be relevant to them. #SXSW #mobilesat
In many ways relevancy is the Holy Grail for marketers. If we can better understand what is relevant to our audiences, we can better tailor messages and experiences to them through customization and personalization. But trust and value are a key part in delivering that relevant information.