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Gimbal, Inc. Gimbal, Inc.
Beacons: Opportuni7es, Limita7ons & How Marketers Can Use Them Today Keri Danielski, VP of Marke7ng, Gimbal, Inc.
March 1, 2016
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Gimbal, Inc.
How Gimbal Beacons Work…
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❶
❹
Gimbal beacon transmits secure ID
❷
Gimbal Manager determines engagement
❸
Smartphone relays detec7on to Gimbal
Manager
Gimbal beacon detected
by Gimbal SDK within a mobile app
Gimbal Manager sends
content to app
Gimbal, Inc.
Proximity Beacons and Firmware
• For areas under 50 meters • Low cost, easy to install Bluetooth® Smart (BLE) Beacons • Various forms and power configura7ons • Industry leading security • Advanced and unique antennae design • Minimal ba`ery consump7on • Easily configured and updated remotely
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Engaging Users at Micro-‐Loca1ons
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use mobile while shopping
84 % Source: Google
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57 % engage with
loca7on-‐based ads
Source: FORBES
Rapid Adop7on of Loca7on-‐Based Marke7ng
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U.S. Store Sales Influenced by Loca1on-‐Triggered Engagements
2015
Source: Business Insider Intelligence
$4.1 B
$44.4 B
2016
10x GROWTH RATE
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Tools for Loca7on-‐Based Marke7ng
MOBILE SDKs • For iOS & Android • Allows for passive or ac7ve mobile engagement
MANAGER PORTAL • Build, manage, analyze campaign performance and loca7on infrastructure
• REST APIs
BEACONS • Outdoors/Indoors • Micro-‐loca7on (cen7meters to 50 meters)
GEOFENCING • Outdoors • Macro-‐loca7on (50 meters +)
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Understand & Engage Customers
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Online Offline
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%
Source: US Department of Commerce
of U.S. retail sales s7ll occur in offline
channels
93
Gimbal, Inc.
Iden7fying Blind Spots in the Path-‐to-‐Purchase
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ONLINE
OFFLINE
AWARENESS CONSIDERATION DECISION RETENTION
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Loca7on Intelligence and Mobile Engagement Op1mize the Consumer Experience
Gimbal, Inc. Confiden2al Informa2on 12
Gym5:42 PM
Coffee Shop2:25 PM
HOME8:15 PM
PATHANALYSISInsights and Attribution
REMOVE…
PROXIMITY
GEOFENCE
OOH Bus Stop Ad7:22 PM
Dwell 0:24
Apparel Store atShopping Mall12:51 PMDwell 0:27
Apparel Store atShopping Mall1:12 PMDwell 0:27
Apparel Store atShopping Mall12:59 PMDwell 0:27
Dinner @ QSR7:45PM
Dwell 0:25
Context Creates Superior Mobile Experiences
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Providing Value Across the Ecosystem
SPORTS & ENTERTAINMENT
RETAILERS AGENCIES ADVERTISERS
PUBLISHERS OUT-‐OF-‐HOME NETWORKS
• Make smart devices part of the experience instead of a distrac7on
• Personalize the mobile experience for fans at stadiums, arenas, concerts, events and performances
• Engage shoppers • Improve customer service
• Advance omni-‐channel strategy
• Increase sales • Op7mize opera7ons
• Provide a`ribu7on
• Improve digital ad relevance and CPM value with loca7on and proximity
• Increase engagement
• Be`er understand mobile audiences and a`ribu7on
• Mone7ze through partnerships with relevant adver7sers and beacon-‐enabled loca7ons
• Serve personalized adver7sements based on loca7on and proximity
• Bridge physical assets with digital engagements
• Extract inherent value of specific loca7ons
• Target mobile audiences in real 7me
• Measure foot traffic
Gimbal, Inc.
Major Enterprise Rollouts
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Apple Retail stores 2014 Super Bowl
2015 Super Bown
Cleveland Cavaliers GameStop Dick’s
Spor7ng Goods
Gimbal, Inc.
Real World A`ribu7on
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Providing Loca1on-‐Specific AXribu1on
Programs connec7ng OOH ads with a mobile campaign had 21% open rate with a 12% conversion rate (visi7ng a store)
* Typical mobile campaign conversion rate 1% or less. Source: Monatate, Q1 2014
12x
Up to
Gimbal, Inc.
Retailers
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Enhancing In-‐store Experiences • Highligh7ng deals or new products at the
shelf-‐level with a unique in-‐app experience
• In depth product marke7ng with “pull” or “push” messaging
30% Average geo-‐targeted
mobile message open rate
Gimbal, Inc.
Publishers
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Personalizing Offers and Promo1ons • A leading CPG brand partnered with Gimbal and RetailMeNot to create an exclusive promo7on
• Encouraged users to visit CPG’s branded area 54% Click-‐thru rate
Gimbal, Inc.
Leverage Your Audience, and Others!
Your Mobile App
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3rd Party Mobile Apps
Goals/Benefits: • Significantly expanded reach • Ability to target audiences based on implied relevance
• Target new customers
Reach Those on Your App, and Beyond
Goals/Benefits: • Engage users when contextually relevant experiences
• Be`er understand your mobile users
Gimbal, Inc.
Crawl. Walk. Run.
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Steps to Integra7on:
FULL DEPLOYMENT
• SHOW YOUR MOBILE MASTERY
• Expand your roll-‐out and begin perfec7ng your physical sites holis7cally
SELECTIVE ROLL-‐OUT
• PERFECT YOUR METHODS • Begin experimen7ng with the Gimbal solu7on and learn what campaigns drive engagement in a handful of loca7ons
• GET STARTED • Integrate the Gimbal SDKs for Android and iOS
INTEGRATE SDKs
1 2 3
Gimbal, Inc. Gimbal, Inc.
Let’s Keep the Conversa7on Going… Keri Danielski, VP of Marke1ng
[email protected] @Gimbal @keridanielski Facebook.com/Gimbalinc Linkedin.com/company/gimbal-‐inc
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Gimbal, Inc.
SEE YOU AT THE NEXT #SMX!
THANK YOU!