Location Based Marketing for Dummies (Paperback)

Foreword xxi

Introduction 1

Part I: Putting a Little "Location" in Your Marketing Campaign 7

Chapter 1: Understanding Location-Based Services 9

Chapter 2: Surveying the Location-Based Services Landscape 21

Chapter 3: Choosing Platforms for Your Campaigns 35

Chapter 4: Checking In and Playing the Game 51

Part II: Location-Based Marketing in Action 71

Chapter 5: Building a Location-Based Marketing Campaign 73

Chapter 6: Creating a Relevant Offer 89

Chapter 7: Using Location-Based Marketing to Enhance a Loyalty Program 103

Part III: Integrating Location into Other Channels 117

Chapter 8: Integrating Location-Based Marketing with Other Marketing Campaigns 119

Chapter 9: Using Location in Marketing Beyond the Check-in 129

Part IV: Measuring Your Return on Investment 141

Chapter 10: Setting Up a Monitoring Strategy 143

Chapter 11: Setting Your Location-Based Key Performance Indicators 165

Chapter 12: Pulling Data from Your LBS Dashboards 175

Part V: The Part of Tens 187

Chapter 13: Almost Ten Reasons to Start with an LBS 189

Chapter 14: Ten (Or More) Ways Location-Based Services Will Impact the Future of Marketing 197

Chapter 15: More Than Ten Smaller Location-Based Services 203

Chapter 16: Ten Ways to Promote Your LBS Program Offl ine 219

Appendix A: Technology Overview: Phones, Operating Systems, and Geofencing 227

Appendix B: Getting Started with Location-Based Services: A Primer 239

Index 251