Position change everything: "Cut off" brings new marketing opportunities

"I settle a man's supper in the L ' Arbre de Provence of Beauty Luo." Under such a brief statement, it contains the location information and map of the publisher Cherry. Recently, fashion tide people cherry more and more like using "Topsy Quartet" lbs (Location-based-service, location-based Services), in their place to play "Check-in" (Editor Note: Dictionary interpretation to arrive and register, recently by Chinese netizens referred to as "cut off"). Not only can you mark your course of action, share what you saw at that time with your friends, you can also use your mobile client to search for tips from the surrounding area, and to find a good place for eating and entertaining.

This is the domestic LBS application experience. "Shanghai Atlas Color Network Technology Co., Ltd. Marketing director Simon Liu said. The company developed the "Topsy Quartet" software is the early entry into the LBS application area of service software.

"Starbucks shop?" Everest peak? The office Building? Live in the community ... The combination of human behavior and geographical location, there is a lot of interesting things. "The CEO of China's network Haibo judge, lbs can analyze a person's consumption habits, consumption levels." Individual consumption behavior will be an important marketing basis for enterprises to use LBS. Internationally, Foursquare is a model of lbs. Thanks to its success, CNN is more outspoken on the show: who is the next Twitter? It must be Foursquare.

Location-based services, what is the new experience of lbs? Where is the new opportunity for marketing?

Position change everything:

The dimension of time series geography of behavioral trajectory

"Have you signed in today?" The phrase became cherry and her partner's new greeting. And in the domestic emerging registration of a family is called "cut off."

"This is a location-based smartphone service platform, it encourages users to pull out the phone again and again at the old and new locations" Check in ", by increasing the" check-in "frequency, the user can preempt the virtual space in a real location of the" Lord "(in Foursquare, this number is" Mayor (mayor) "). By Gongchenglvede, you can show yourself in your circle of friends: where you've been and where you've become a lord. More opportunities to get the business offers a variety of promotional incentives, at the same time you can also with the same location "check-in of the customers to make friends, share your strategy, pictures." Simon Liu on the introduction to reporters.

And at the heart of all this behavior is your position. The September issue of Wired magazine commented, "Millions of people walk on a mobile device that integrates data from the Internet and can tell users about people or things near them ... Simply put, position changes everything! ”

Haibo that lbs can be infinitely imagined based on location change. "Add time to People's behavior and geography, you can learn a lot about your information: such as what time to start from home, how many hours you spend on the road, what times you get to the company, what time you go to a restaurant, what you usually go to, go home after work, or you like to go to a place of entertainment ... These can make the individual's behavior habits, income levels, consumption habits, general line can be clear. ”

Although many people have begun to question its penetration of privacy, curiosity and competitive daring have not stopped its rapid development. Foursquare, which has reached 1 million users in just over a year, is growing faster than Twitter, and Twitter took about two years to get a 1 millionth user.

When lbs successfully obtains personal information's behavioral locus, time series and geographical dimension, it can change not only the formation of human relationship chain, the way to obtain information, but also make life more convenient. And that information is undoubtedly a huge business resource available to businesses.

Merchant Test Water:

The individual consumption behaviors such as personal hobby, consumption level and consumption habit of lbs are important marketing data of business.

Haibo this description of LBS business space: Can you find the same building QQ friends? Can you find someone like you who goes to Starbucks to drink coffee every week? Do you know anyone who goes to the same badminton museum every week? Do you know the preferential information about some places that you often go to?

Conversely: If you are a merchant, do you know who is my regular customer? Who likes my brand but doesn't know where my store is? How do you push a valid offer?

LBS will change that. According to the latest Jiwire research report: Maps and check in is the most popular use of lbs, discount information, coupons ranked second. From this we can see the business value of lbs and the docking of user needs.

To assist the promotion of regional businesses is the most important business value of lbs. Lin Xiaoneng recently was excited by the successful use of new LBS mobile marketing for the newly completed little box fourth season drama. He is the main creator of a small box. The recent popular game in Beijing's white-collar circles is to sign in to the office and try to win free tickets for a small box play.

For example, if a white-collar worker is at work, open the mobile phone installed on the "Play Quartet" application software, check-in box office, such as "Ideal International Mansion", "Flying Eagle International Mansion", "Hong Kong Exchange Plaza" and other office buildings, then you can get "Everyone is a small box" of the virtual medal. When the user sign in a small box drama staged-Chaoyang drama center of the surrounding Office office space, "play the quartet" will push a small box of the fourth quarter drama related information to these users.

"This geographical location, so that office office work of white-collar workers and Zhang Xiao box drama, the information matching degree increased." Lin said.

At present, many domestic businesses are also beginning to test water. A luxury and fashionable pioneer brand "on the beach," the official website of a "city Chic for the IPhone," The LBS application Download section. When you open the application in Shanghai Beach Restaurant to record your geographical location, check-in to a certain number of opportunities to enjoy the "city Chic" vouchers, access to the Shanghai Beach Limited edition products and exclusive discounts. In addition to providing lbs services, the application will also have the Shanghai Beach Show field video updates, the global store inquiries and other services. The store has a deep insight and analysis into the buying habits and consumer psychology of high-end audiences.

Assist regional business promotion to become the biggest advantage of lbs. You do not have to worry about the original red tape, such as the first to use the search function on the computer, and then a step-by-step to narrow the scope to find restaurants around a certain business circle, choose taste, price, service and so on. Now, LBS will take the initiative to tell the system users where you are and automatically find restaurants around 200 meters and 1000 metres away. When you are visiting Zara, your mobile phone will tell you that LV is less than 200 meters across the opposite corner.

Using LBS to enhance customer loyalty has also become a concern of many enterprises. Starbucks is one of them. May 21, Starbucks announced it will work with the U.S. social networking site Foursquare to launch the "Mayor Award" program, the company hopes to formally pass a nationwide "Mayor Award" campaign, launched an experimental Foursquare loyalty program. The "Mayor Award scheme" mechanism is not complex, users simply go to the Foursquare website to build their own community, and "check in" Starbucks coffee shop in the community, if the user entered the maximum number of users can obtain the network community "Mayor" title, It can also enjoy a 1 dollar discount for shopping at Starbucks. But it's more important to help businesses explore how to use shared services to launch marketing campaigns.

"LBS provides personal hobbies, consumption levels, consumption habits and other consumer behavior are important business marketing data." As long as the LBS platform to accumulate a large number of user data and consumer behavior data, many businesses will find the door to cooperate, not only for the platform's users to provide special concessions, will also spend the corresponding advertising costs. This time, LBS platform will be a very big marketing platform, change the original marketing way. "Haibo analysis.

It is understood that the current domestic such as "play Quartet" application has been all over the iphone, Android and Symbian three platforms, from the "check-in" interactive community, to the virtual medals, Lords, points and other virtual rewards, and then to the surrounding information search, push, the approach and Foursquare nearly identical. In addition, a number of sites based on geographical location services, such as street, Cubic network, more fun, such as the Bedouin network also appear in succession, and began to prepare for the battle.

"Because of the low penetration rate of domestic smartphone, and the difference between the existing smart phones, domestic lbs popularization still needs time and market development." Said Simon Willow.

Source: China Business Report