Location based marketing for B2B

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl

Location based marketing (B2B)


•  Introduction •  What is location based

marketing? •  Location based marketing in

B2B •  Next steps

Program


Introduction



“Zet je zaak op de kaart”


Why?


Because…




What is location based marketing?


that changes depending on where potential clients are located

adapts to the particular social, cultural and personal traits of customers

by making assumptions about their habits and preferences based on their location at a particular moment

technological advances have allowed companies to know much more about their clients' locations so they can target these clients individually.*

Location based marketing is a marketing method

*h#p://smallbusiness.chron.com/loca4onbased-‐marke4ng-‐25650.html


flickr: dullhunk


Local search


Searches


“Local search”


20% of all Google searches have a local component

(maybe even more!)

Flickr: archangel 12


And 40% of mobile local searches is local

Could be as much as 50%? Flickr: FaceMePls


Half of local searches leads to a sale

30% of mobile local searches concerns restaurants

Flickr: neilarmstrong2


Location based marketing…on social media


Facebook? Twitter? Instagram? Foursquare? Pinterest? Other…?

Show of hands: does your phone have an app for:


Jan 2014: 1,4 mln Dutch accounts 536.000 daily users

Geotagging on social media


I show other Instagrammers where I am I post to Facebook and show my friends where I am I show Instagram that the geodata of this place is correct I may even create a new geolocation! I show Instagram where I, user @eljakdaae, am now... In relation to

where I was before I tell Instagram & the world what I like I review this particular coffee place and help refine data I show Instagram users and my friends that I like this coffee place –

they should go I let Instagram use my data and sell it to others (+ Facebook)

What happens when I geotag my coffee break?


Geotagging on social media




Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Flickr: walkingsf


Location based marketing in B2B

Relevance?


Location based marketing in B2B

Users

Branding

Big data

Local search

Enrich databases

Drive traffic

Find stuff! Find places! Find your way!

Connect & be social

Drive engagement

Get info

Op4mize service & campaigns

Sell data


Target audiences? Goals?


Target audiences & goals

Improve online findability Customer service Engage local customers Target audience info for optimization Branding Employees (current & future) Relevance of location (city marketing, port?)


IBM


IBM


City marketing


@Rotterdam


@Philips


@Philips


Nasa @...


Engagement: user generated content (Insta)


@port of rotterdam (Fsq)


Employees as ambassadors (Fsq)


Engagement


Next steps?


www.eljadaae.nl www.frankwatching.com

@elja1op1 @frankwatching

[email protected]

@eljakdaae @frankwatching

Facebook.com/marketingadvies of: /frankwatching

LinkedIn: Elja Daae

Google+: Elja Daae

Zet je zaak op de kaart in 60 minuten

Connect!

Social Media

Location based marketing for B2B