Social – Local – Mobile: The Future of Location-based Services (Management for Professionals)

n the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘SoLoMo synergies’ that arise from this paradigm shift in future shopping, which also promises new and effective marketing options for traditional retailers. It also reflects the current status of research and business practice, analyzing the basic factors of SoLoMo in detail. The importance of Location-based Services (LBS) is elaborated and analyzed in an empirical study using a market based case of kaufDA – a leading German online shopping network. The evidence shows that customers see LBS as an attractive tool and are prepared to change their buying behavior. Though LBS is still in its early stages and its professional longevity remains to be seen, it also promises tremendous potential for the future.

Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Set-up, run, and measure successful mobile media marketing campaigns.

Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile Web sites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to:

  • Use location-based marketing to get new customers and keep existing ones
  • Integrate social media with your mobile media campaign
  • Use mobile E-commerce to improve brand loyalty
  • Measure the ROI of a mobile media campaign
  • Develop mobile media business models you can use to grow revenues

With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.



From the Authors: 10 Mobile Facts Every Marketer Must Know

Co-Author Jeanne Hopkins

1. There are 4.0 billion mobile phone owners on the planet. (from 60 Second Marketer)

2. Brands using SMS and MMS can reach nearly 95% of mobile phone subscribers on both smartphones and non-smartphones alike. (from Mobile Marketer)

3. 90% of text messages are read within 3 minutes of being delivered. (from Luxury Dialy)

4. 79% of smartphone users use their phone to help with shopping, with 74% ultimately making a purchase as a result. (from Search Engine Land)

5. Mobile coupons receive 10 times higher redemption rates than print coupons. (from Mobile Commerce Daily)

6. Mobile ads perform 4 to 5 times better than online ads in key metrics such as brand favorability, awareness, and purchase intent. (from InsightExpress)

Co-Author Jamie Turner

7. 70% of mobile searches lead to action within one hour. It takes one month for the same percentage of desktop users to take action. (from Mobile Marketer

8. 16.7 million mobile subscribers, including 76% of the smartphone owners, used location-based check-in. (from comScore)

9. Android accounted for the largest share of location-based services users, with about 37% checking-in, while 34% of users checked in from an iPhone. (from comScore)

10. Additional marketing-based activities are even more popular, including receiving special offers by text message (54%) or scanning a QR code (58%). (from marketingcharts.com)


Impact of location-based services on consumers’ buying behaviour, illustrated by the German market

Master’s Thesis from the year 2013 in the subject Business economics – Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2.0, University of Plymouth (Business School), language: English, abstract: Consumers’ environment has always been influencing consumers’ decision-making processes. With the end of the seller dominated marketing approach and the rise of a customer orientated marketing approach, at the end of the 1960’s, the significance of marketing communication increased, in order to inform consumers and to establish a customer relationship. The dissemination of new technologies and innovations such as colour television, home computer and the internet has contributed to an increasing benefit for consumers and organizations. Consumers’ choices increased in terms of product variety and hence the complexity of consumers’ decision-making processes rose. Therefore, it has been ever since relevant for marketers to analyse and evaluate consumers’ decision-making processes and consumers’ behaviour. With the evolution and diffusion from mobile phones to smart phones a newdf horizon for consumers opened and a new dimension to mobile devices added, consisting of the accessibility and availability of information regardless location and time. Consequently, consumers’ decision-making processes have been influenced and the relevancy of mobile-location based marketing and related services for consumers and organizations increased.
The present master dissertation constitutes on the increasing importance of mobile location-based marketing and services. The objective is to investigate the impact of location-based services on consumers’ buying behaviour which is significantly impacted by consumer-decision making processes. Therefore, relevant theoretical models and theories concerning consumers’ decision-making process and buying behaviour are described and evaluated. Furthermore, primary data is collected via online questionnaires and face-to-face interviews, in order to conduct an empirical analysis. The results reveal that consumers’ requirements, towards mobile-location based marketing including location-based services such as shopping apps and mobile advertisement, are segmented. It is identified that technology affine consumers are more likely to purchase across-channels. Further, these consumers show a higher acceptance of stimuli conveyed by mobile advertisement. Personal and psychological factors such as price sensibility, lifestyle orientation and consumers’ involvement are identified as impacting factors on consumers’ decision-making process within this research.

Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Set-up, run, and measure successful mobile media marketing campaigns

Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to:

  • Use location-based marketing to get new customers and keep existing ones
  • Integrate social media with your mobile media campaign
  • Use mobile E-commerce to improve brand loyalty
  • Measure the ROI of a mobile media campaign
  • Develop mobile media business models you can use to grow revenues

With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.



From the Authors: 10 Mobile Facts Every Marketer Must Know

Co-Author Jeanne Hopkins

1. There are 4.0 billion mobile phone owners on the planet. (from 60 Second Marketer)

2. Brands using SMS and MMS can reach nearly 95% of mobile phone subscribers on both smartphones and non-smartphones alike. (from Mobile Marketer)

3. 90% of text messages are read within 3 minutes of being delivered. (from Luxury Dialy)

4. 79% of smartphone users use their phone to help with shopping, with 74% ultimately making a purchase as a result. (from Search Engine Land)

5. Mobile coupons receive 10 times higher redemption rates than print coupons. (from Mobile Commerce Daily)

6. Mobile ads perform 4 to 5 times better than online ads in key metrics such as brand favorability, awareness, and purchase intent. (from InsightExpress)

Co-Author Jamie Turner

7. 70% of mobile searches lead to action within one hour. It takes one month for the same percentage of desktop users to take action. (from Mobile Marketer

8. 16.7 million mobile subscribers, including 76% of the smartphone owners, used location-based check-in. (from comScore)

9. Android accounted for the largest share of location-based services users, with about 37% checking-in, while 34% of users checked in from an iPhone. (from comScore)

10. Additional marketing-based activities are even more popular, including receiving special offers by text message (54%) or scanning a QR code (58%). (from marketingcharts.com)


Set-up, run, and measure successful mobile media marketing campaigns

Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to:

  • Use location-based marketing to get new customers and keep existing ones
  • Integrate social media with your mobile media campaign
  • Use mobile E-commerce to improve brand loyalty
  • Measure the ROI of a mobile media campaign
  • Develop mobile media business models you can use to grow revenues

With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.

Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business

Set-up, run, and measure successful mobile media marketing campaigns

Go Mobile is packed with tools, tips, and techniques that will help readers set-up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to us SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more.

Go Mobile offers practical, step-by-step guidance for implementing a mobile marketing campaign. Readers will learn how to:

  • Use location-based marketing to get new customers and keep existing ones
  • Integrate social media with your mobile media campaign
  • Use mobile E-commerce to improve brand loyalty
  • Measure the ROI of a mobile media campaign
  • Develop mobile media business models you can use to grow revenues

With these effective, efficient, and integrated mobile marketing campaigns, business owners and marketers will garner enviable response rates and watch their revenue grow more rapidly than ever before.



From the Authors: 10 Mobile Facts Every Marketer Must Know

Co-Author Jeanne Hopkins

1. There are 4.0 billion mobile phone owners on the planet. (from 60 Second Marketer)

2. Brands using SMS and MMS can reach nearly 95% of mobile phone subscribers on both smartphones and non-smartphones alike. (from Mobile Marketer)

3. 90% of text messages are read within 3 minutes of being delivered. (from Luxury Dialy)

4. 79% of smartphone users use their phone to help with shopping, with 74% ultimately making a purchase as a result. (from Search Engine Land)

5. Mobile coupons receive 10 times higher redemption rates than print coupons. (from Mobile Commerce Daily)

6. Mobile ads perform 4 to 5 times better than online ads in key metrics such as brand favorability, awareness, and purchase intent. (from InsightExpress)

Co-Author Jamie Turner

7. 70% of mobile searches lead to action within one hour. It takes one month for the same percentage of desktop users to take action. (from Mobile Marketer

8. 16.7 million mobile subscribers, including 76% of the smartphone owners, used location-based check-in. (from comScore)

9. Android accounted for the largest share of location-based services users, with about 37% checking-in, while 34% of users checked in from an iPhone. (from comScore)

10. Additional marketing-based activities are even more popular, including receiving special offers by text message (54%) or scanning a QR code (58%). (from marketingcharts.com)