The Rules of Geolocation Marketing

Amplify’d from thenextweb.com

DO aim for utility: Badges and points are fun, but in order to engage with customers and build a long term relationship, you need to provide relevant information and apps that leverage location information to make shopping more convenient. A recent study found that 9 out of 10 mobile Internet users have logged on while in a store, most of them (50%) to research their buys and, for just over half of them (51%), in-store mobile research has led to a purchase. Brands could use customer’s location to provide relevant information to their products and services in order to facilitate their research and ultimately trigger a purchase.

DON’T Be A Stalker: There is enough worry about privacy issues concerning location-based services, without brands stalking their customers or pushing aggressive offers and promotions to their smartphones. As Pauly D knows best stalking is a huge turn off and once trust over use of customer’s data is lost it is hard to regain. Show respect to your customers with opt-in and out options, to avoid spamming them with unnecessary information.

DO know what to measure as success: When McDonald’s announced they managed to increase foot traffic by 33% through their Foursquare campaign there was a lot of speculation about what foot traffic meant and how they measured it. As for all social media platforms, the issue of how each brand defines and measures ROI is hot for LBS too. Information about the number of check-ins doesn’t seem enough, it needs to be combined with information on spending, purchasing choices and demographics over time in order to derive conclusions about customer buying behavior.

DON’T neglect loyalty: Location-based services provide a great platform for loyalty programs, but so far this only translated in rewards for check-in points. Loyalty programs with use of LBS could help brands build strong customer relationships online and offline, providing rewards cut out based on each customer’s social media profile. LBS could bridge the gap between the two worlds and offer custom made offers and personalized customer service, providing the basis for a long-term engagement between a brand and its loyal fans.

DON’T isolate location-based services: Running fragmented campaigns, programs or projects is confusing to your customers. Integration is key to success, especially at a time when social commerce is getting stronger and stronger. Enrich social shopping on any platform, e-commerce, social media, in-store, with location relevant content.

Read more at thenextweb.com

 

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It might be about the size of the screen and whether or not you’re standing up.

Amplify’d from sethgodin.typepad.com

It’s in the last two categories that these other devices, things that don’t involve sitting down, are superior, not just a mobile substitute. The social graph is a very low bandwidth, peripheral attention interaction, perfect for this audience and this medium. And the last category–tell me where I am, where to eat, who’s near me, what’s the weather, get me a cab right now–is all about me and now and here.

I don’t believe this is a winner take all situation, any more than one bestselling book makes all other books obsolete. I think different pillars work for different devices, and there will continue to be winners in all of them.

Read more at sethgodin.typepad.com

 

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@hansbousie supports a ‘play now and pay later” approach for the music industry

“Let us make sure that in the future music copyright will no longer be a right to intellectual property but a right to creative income. You always have permission, provided that you pay a reasonable fee afterwards. What we need is play now and pay later.”

Amplify’d from www.bousie.nl
efore answering this question, I should first explain, of course, who I am, because when you hear a message, it is always a good idea to realise who the messenger is. I am a lawyer specialised in copyright and active in the creative industries. In other words, I earn my money with copyright. I breathe copyright. I work for large organizations in the field of music, books and films that earn their money by exploiting copyright. So I am a lawyer working for the majors and I fully understand the side of the big earners in the world of copyright. So tell me, do you expect me to give you an objective answer to the question whether copyright is the devil, what do you think? Am I objective or not?

And what’s the excuse from those in the music industry that invoke copyright? That they are on the side of the creative, because it is the interests of the poor musician that is promoted by all collecting societies, music watchdogs such as BREIN, publishers and record companies. That sounds good, in fact it sounds almost holy, but it is bullshit. All these organizations are acting primarily in their own interests. In itself, there is nothing wrong with that. As you might gather, I also act in my own best interests, as everybody in this room does. But it is important to get the facts clear here today. These representatives act in their own interests, not in the best interests of the composer or artist or the consumer for that matter. So copyright is not about protecting creativity but about collecting money. That´s why they are called collecting societies.

So what happened here? By invoking copyright, these parties have succeeded in obstructing developments in digital music exploitation in this way for years now. For this reason, music consumption has gone its own way. People thought: if we cannot do it legal, let’s do it illegal. And this is how Napster, Kazaa, Mininova, and Piratebay were created and apparently, this exploitation satisfied a need that the music industry failed to respond to. And as a result, the big wigs in the record industry and the societies of this world sit with their fat asses on a big pile of content while this content is creeping outward under their own weight, becomes fluid and is dispersed  all over the place beneath them. But it is to no avail to the industry itself.
Has copyright been an exclusive property right until now? I propose that we replace it with the right to a creative income.  The creative who communicates his work to the public or reproduces it must be paid for it, but there will be a different point of departure. Let’s not longer require from all parties to ask for prior permission, but make it possible to just exploit music and pay a fee for that afterwards.

What should we agree about?
·        From now on, we will prohibit the industry from charging minimum fees.
·        Copyrights will only be paid as long as revenues allow it and always afterwards.
·        Allow new initiatives a starting-up period.
·        Use a royalty or a subscription model.
·        Award initiatives like Spotify the Nobel Prize.

Let’s wrap it up. The current copyright system is ok in most cases, but the underlying idea does not work for digital music. Remember that copyright is not there to protect the creative but to earn a creative income. It turns out that a copyright system based on exclusive rights and prior permission is not effective at all on the Internet.

Read more at www.bousie.nl

 

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