Location-based mobile marketing solution
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by: sharond
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Word Count: 436
Date: Mon, 30 Aug 2010 Time: 5:16 AM
“Earlier this year, in a new attempt to attract more customers to its stores, North Face, which sells outdoor apparel and gear, had decided to adopt a novel strategy of location-enabled mobile ads. In a nutshell, the company sent promotional text messages to people as soon they are in a defined radius of their stores. Cell phones have long intrigued advertisers because they form part of person’s personal accessories which can be used as a vehicle through which you can track a person’s location in relation to his or her distance from a store. Marketer’s place value on the ability to message a person, when he or she is close to a point of sale. LBS (location-based services) provided by ShopAlerts and LOC-AID enables marketers to deliver contextual messages at the right time in the right place.
North Face’s mobile campaign early this year was location-enabled by LOC-AID Technologies, the largest mobile location aggregator in the Americas. The campaign was crafted by Placecast, a mobile ad company. The technology used is sometimes referred to as Geo-fencing. When a person crosses a virtual threshold, a text message is sent, but conditional on the person having accepted to receive messages. Placecast uses a number of techniques like triangulation and a phone’s GPS signal to establish its precise location. In suburban areas the texting range was set to be a mile from the store, while in urban areas it was half that. North Face was enabled to send messages about promotions and new arrivals in the first instance. Per the NYT article dated February 22, 2010, North Face would restrict the number of messages per week to avoid annoyance and will ensure the messages should not be construed as intrusive. Mobile advertising is expected to have a $ 1.4 billion budget by 2014.”
Marketer’s place value on the ability to message a person, when he or she is close to a point of sale. LBS (location-based services) provided by ShopAlerts and LOC-AID enables marketers to deliver contextual messages at the right time in the right place.
About North Face:
The North Face designs, distributes, and retails high-tech outdoor apparel and gear. Its products are sold through specialty sporting goods worldwide and through 180 retail stores.
About Placecast:
Placecast is a location-based mobile marketing platform. The company’s ShopAlerts product enables retailers to reach their customers when they are near a store, while shopping, or doing the things they enjoy. With ShopAlerts’ trusted double opt-in platform for customers, marketing is now a service, not an intrusion.
About the Author
LOC-AID Technologies, Inc., the world's largest mobile location data gateway, manages multi-carrier complexity for mobile brands and operates the most secure, privacy-protected location aggregation platform for wireless providers.
For more information, Visit http://www.loc-aid.com
