Silverpop - Guest Expert: Digby’s Eric Newman on 4 Steps for Developing a Location-Based Marketing Program
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Guest Expert: Digby’s Eric Newman on 4 Steps for Developing a Location-Based Marketing Program

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by: Will Schnabel (@wschnabel)
11 February 2014

Mobile technology's collision with brick-and-mortar stores is challenging retailers to keep up with consumers who are better connected, better informed and more nimble than ever before. This month we’re excited to have Eric Newman, vice president of products and marketing for Silverpop partner Digby, discuss four steps for developing a location-based marketing program that reflects the increased intersection between in-store shopping and mobile device usage.

Eric Newman, DigbyThe fastest growing retail touchpoint for consumers is the mobile channel, but just offering mobile commerce capabilities isn’t enough to keep consumers engaged. Today’s consumers are better connected and better informed. They expect retailers and brands to engage them with personalized and relevant content.  Fortunately, when brands utilize location-based marketing, they can become proactive in their customers’ buying process.

By incorporating location awareness into a branded mobile app, retailers are able to send the right message to the right person at the right place and time. This allows retailers to drive foot traffic, engage shoppers while they’re in-store and gather powerful analytics about consumer behavior.

Implementing location-based marketing can seem overwhelming to retailers who are new to the game, but The Location-Based Marketing Playbook, developed by Digby, makes it easy to get started.

The playbook lays out four key steps to developing a location-based marketing program that will best integrate with the rest of your strategy. This go-to guide also gives you helpful tips, strategies and examples that will all be handy when you take the first step into location-based marketing. Let’s take a quick look at the four steps detailed in the playbook:

1. Plan

To ensure a strong omnichannel strategy, your goals for location-based marketing must align with the rest of your marketing goals. To start off, identify and geofence your retail locations and other areas of interest for your brand. As you determine which locations to geofence, think about where your customers are, where you want them to be, and when and where you want to engage them. Don’t limit your geofences to only physical stores — they can also include outreach locations, points of interest, branded areas, partner stores and more.

2. Listen

The analytics you gather from location-based marketing are the key to a successful strategy and can include store entries and exit times, the time and dates of visits, peak traffic times and more. This data will also help you compare your stores with other locations that are relevant to your brand and will give you endless insights into your shoppers, helping you improve everything from store operations to email marketing.

3. Execute

Once you understand your customers’ behaviors, you can develop your campaign goals and begin to execute your campaigns. However, you should remember that location-based mobile marketing is most effective when it’s a true part of your omnichannel strategy. Make sure to think about how you can supplement or complement your current communication efforts with your mobile strategy. For example, if your goal is to increase customer satisfaction, focus on messages that provide helpful information to customers before they arrive, enhance their experience when they get to your store, and assess and respond to customer satisfaction.

To ensure you provide a true omnichannel experience, you should develop a variety of campaigns including outreach messaging, proximity/shopping center messaging, customer check-in, target location messaging, store experience surveys, and customer insights and analytics. It’s also helpful to develop a marketing plan to plot all your messages at once for a 90-day period. Your plan can include details such as campaign type, offer details, message hierarchy and measurement. Keep an eye on how many messages you’re sending to each consumer, as users who receive too many may end up deleting your app.

4. Optimize

After the conclusion of each of your campaigns, you should review the analytics gathered in order to determine just how effective your campaign was, basing effectiveness on the criteria you developed in planning. Once you’ve evaluated your campaigns and discovered patterns in the data, you can improve store operations and refine your mobile efforts. For example, if you find that users are more likely to open a message while in-store, you can alter your strategy to focus on in-store announcements during peak hours.

In addition to optimizing your campaigns, you can further personalize messages by creating customer profiles. By asking users about their characteristics, listening to their behavior via analytics or a marketing automation system such as Silverpop, and integrating those results with your platform, you can build customer personas that will help you further personalize mobile marketing.

If you’re ready to take on location-based marketing full force, download The Location-Based Marketing Playbook to get the full story and to learn how to get started.

As Digby’s vice president of products and marketing, Eric Newman helps brands leverage the power of Localpoint. During his 18-year career, Eric has ridden the cutting edge of a number of online revolutions at successful startups including Demand Media’s Pluck, Powered, IBM’s DataBeam, Ask Jeeves’ Direct Hit and Motive Corporation’s Question Technologies. 

Digby's Localpoint is an award-winning location-based marketing and location analytics platform that powers retailers' and brands' cross-channel strategies.  For more information, visit

Related Articles:

1) Blog: “5 Ways to Use Location-Based Marketing Automation

2) Video: “iBeacon and the Next Generation of Location-Based Marketing

3) Blog: “How B2B Marketers Can Use Location-Based Marketing at Events


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