Its all about location. But will there be a winner?

Since everyone is talking about location let’s extend the conversation Sophia started in her post “Geo-Location Is Truly Everywhere“.

It seems we are at an interesting point in location based content. On one hand you have the early pioneers of this new land Foursquare and Gowalla (I will leave Mytown on its own because of the amazing gaming experience) who are consistently gaining new users. But what happens to Foursquare and the likes when people start tapping into the API for Twitters geo location data and when Facebook checkin gains critical mass ?

The openness of API’s means all platforms can technically benefit because there is more geo tagged content. For example if Foursquare pulled in places data which was actually tagged via a tweet it would only enhance the experience consumers have while trying to oust their others as the “Mayor”.

The flip side is that the critical mass of Twitter and Facebook could mean doom for the little guys. Kind of like when the big box retailer moves into to small town America.

The advantage I see Facebook having in this space is the amount of behavioral data it collects both implicit and explicitly. This could translate into highly targeted content and very relevant offers. If there was a way to opt in for specials or useful content delivered to my mobile device from my favorite brands I would do it. The challenge with the current models is that they are only location based and not preference. This may feel like spam to some.

Assuming the start ups can extend their platforms and keep a fun gaming experience with a proper balance of rewards extending beyond a badge there is plenty of shelf space available.

Only time will tell how this will shake out but either way location based content and marketing has made great progress. It is proving to be a unique way for brands to engage and reward their most loyal customers with special offers based on frequency or prospective customers who happen to be “nearby”.

How do you think this will play out? Will there be a “winner” or Will everyone win because of broader adoption?

3 ways to get started with branded location based content

People are broadcasting their whereabouts thru a variety of location-based platforms. With the emergence of any new consumer behavior brands quickly follow and seek news ways to engage. We are seeing brands and media companies tagging locations within Foursquare and serving up nuggets of information for their followers.

If you are thinking about integrating location-based interactions into a customer engagement strategy here are three options for getting started.

1. Leave content that can be discovered via location platforms:
This simplest way to get started is by partnering with one of the location-based platforms to create branded messages at specific locations. A good example is The History Channel. They will use foursquare to promote America the Story of Us. Foursquare users who check in at select locations across the United States that are associated with American history will receive "Fun Fact Pop Up" messages with historical information about that location.

2. Create a custom layer on Augmented Reality browser:
Layar is an Augmented reality browser that allows people to point their phone's camera toward location and it can tell you the latest check-in's who is the mayor and any display branded content. The good thing about a layer is that you are able to overlay images as well as text. Recently Walt Disney launched the augmented reality outdoor campaign for the new ‘Prince of Persia’ movie. As you get closer to one of the ‘Prince of Persia’ outdoor posters and open the layer, the movie-character Tamina speaks to you and explains that you should watch the trailer and enter the augmented reality game to answer 3 questions.

3. Build a custom app on top of location platform:
Brands can take advantage of the location platform API’s opening up by creating a branded experience. Dick’s Sporting Goods launched RunnersUnite which lets you find popular running spots in your area, and see where people are running near you right now.

Each of these options has varying degrees complexity but before picking any path here are a few things to consider.

• Does your audience even engage in this activity?


• What portion will be brand generated content versus CGM?


• What is the purpose of the app? (Entertainment, Utility)


• Why will people keep using it?

Panel Discussion: Traditional, PR and Digital Playing Together

This morning I had the pleasure of speaking on a panel with some great folks from various agencies. The topic was on integration of channels and the role digital plays to compliment traditional marketing, advertising and PR. There were several excellent questions asked by our moderator Andrea Ehresman from The Coca-Cola Company. Here are a few that stuck out for me.

The first one was: “How are ‘traditional’ channels digitizing?” the example I shared is the introduction of QR codes into physical space to augment reality. QR codes consists of black modules arranged in a square pattern on white background. The information encoded can be text, links or rich media. We are seeing QR codes and augmented reality popping up all over the place. A great example of this was when Calvin Klein was forced to remove an edgy billboard. They replaced it with a large QR code where people could access additional content.

Another question that yielded a great deal of discussion was. “What are some ways to augment a mostly traditional marketing program with digital initiatives? “ One thing I think we all as a panel agreed on is that just because of hype over a marketing tactic it does not mean you should jump in heads first. Getting back to the fundamentals of marketing and understanding who your customers are, where are they and how do they want to engage with you should inform your digital initiatives.

This topic of understanding customer preference spawned another discussion on the importance of experience planning when scripting multi-channel interactions. The example of not scripting an experience was mentioned by an attendee who worked for a large retailer. He described a situation where employees in their retail stores were totally unaware of a Foursquare promotion they were running, similar to the Starbucks incident. These experience scripts need to take into consideration the points in time your employees interact as well.

And finally no discussion these days would be complete without a question on location-based marketing. A question from crowd was “What is the future of location based marketing”. This question had everyone on the panel itching to answer. The gist was that when you combine the power of Facebook’s open graph for behavioral data, with location, push messaging overlaid with an opt in from the consumer you have reached a marketing Nirvana. We are still a little ways from this but are inching our way there one check in at a time.

Thanks to my friends @RedDoor interactive for hosting me this morning it was a great discussion.