About the Book: Location Based Marketing For Dummies
"Learn to create a two-way dialog with customers with location-based services and smartphones
Location-based services (LBS) have started to gain popularity in the marketplace with more and more businesses starting to incorporate LBS into their marketing mix. This book is a necessary resource for anyone eager to create a two-way dialog with their customers in order to establish customer loyalty programs, drive promotions, or encourage new visitors. Youll learn how to successfully build, launch, and measure a location-based marketing program and figure out which location-based services are right for your business.
Packed with resources that share additional information, this helpful guide walks you through the tools and techniques needed to measure all the data that results from a successful location-based marketing program.
Serves as an ideal introduction to location-based marketing and gets you started building a location-based marketing program
Helps you figure out which location-based service (LBS) is right for your business and then integrate LBS with your social graph
Details ways to create compelling offers, using location-based marketing as a customer loyalty program, and set performance goals and benchmarks
Explains how to use tools to measure your campaign, analyze results, and determine your businesss success
Includes examples of companies that are successfully using location-based marketing to demonstrate techniques and concepts featured in the book
No matter your location, location-based services can benefit your business and this For Dummies book shows you how!"
Table of Contents:
"Foreword
Introduction
Part I: Putting a Little ""Location"" in Your Marketing Campaign
Chapter 1: Understanding Location-Based Services
Chapter 2: Surveying the Location-Based Services Landscape
Chapter 3: Choosing Platforms for Your Campaigns
Chapter 4: Checking In and Playing the Game
Part II: Location-Based Marketing in Action
Chapter 5: Building a Location-Based Marketing Campaign
Chapter 6: Creating a Relevant Offer
Chapter 7: Using Location-Based Marketing to Enhance a Loyalty Program
Part III: Integrating Location into Other Channels
Chapter 8: Integrating Location-Based Marketing with Other Marketing Campaigns
Chapter 9: Using Location in Marketing Beyond the Check-in
Part IV: Measuring Your Return on Investment
Chapter 10: Setting Up a Monitoring Strategy
Chapter 11: Setting Your Location-Based Key Performance Indicators
Chapter 12: Pulling Data from Your LBS Dashboards
Part V: The Part of Tens
Chapter 13: Almost Ten Reasons to Start with an LBS
Chapter 14: Ten (Or More) Ways Location-Based Services Will Impact the Future of Marketing
Chapter 15: More Than Ten Smaller Location-Based Services
Chapter 16: Ten Ways to Promote Your LBS Program Offl ine
Appendix A: Technology Overview: Phones, Operating Systems, and Geofencing
Appendix B: Getting Started with Location-Based Services: A Primer
Index "
About the Author: Aaron Strout, Mike Schneider
"Aaron Strout heads location-based marketing efforts at WCG, digital agency of the year as ranked by The Holmes Report.
Mike Schneider is Senior Vice President, Director Digital Incubator for allen and gerritsen, ranked as a top independent advertising agency by AdAge."
