© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
iBeacons: Reality or Still a Work in Progress? Ray Pun | Strategic Marketing for Mobile
@RayPunSD
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Ray Pun Strategic Marketing for Mobile Adobe
@RayPunSD
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3
1 | Location-based experiences: Macro vs. Micro
2 | Beacon case studies
3 | Barriers to consumer adoption
4 | Location data & privacy
5 | Adobe Marketing Cloud
Agenda
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Macro-Location: Comcast personalizes mobile website for smartphones
4
Northeast Division
Central Division
West Division
GPS Location
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Micro-location: “Welcome to store” message triggered by Beacon
5
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
Micro-location: Change experience based on proximity to store beacons
Winter Gear Department
Cycling Department
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lord & Taylor: Beacons drive 2X to 3X more engagement
7
• Beacon deployment: 5 major apps in 10 stores • Initial pilot drove 2X to 3X open &
conversion rates of banner ads
Source: Lord & Taylor, DMA 2014
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
US Open: Beacons drive 32% click-thru rate for ticket offers
8 Source: Urban Airship, US Tennis Association
• Beacon deployment near each gate & key locations • 53% open rate for push messages • 32% average click-thru rate for location based offers
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Beacons & Barriers to Consumer Adoption
9
App Download Opt-In to Push & Location Bluetooth On
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Location Data & Privacy: Say what you do, do what you say, & keep it simple
10
Busin
ess
Mobile Privacy Whitepaper: http://adobe.ly/1cv9aOJ
Consumer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Marketing Cloud: Intelligent Location Marketing
11
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
Key Takeaways
Use location to deliver contextually relevant
experiences
1 Respect consumer
privacy standards when using location data
2 Reduce consumer friction to increase adoption of micro-
location
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ray Pun [email protected] Twitter: @RayPunSD
Top Related