Everyone who has ever worked with me or seen me speak at a conference knows that the go-to Robert Burko line about true email marketing success is sending the right message, to the right person, at the right time.
But, there is very much a fourth element that I don’t always say (…mostly because how many times can I use the word “right” in a sentence!….), which is the right place.
As they say in real estate, “location, location, location” and more and more marketers are realizing that the place where you reach your customers with marketing messages matters as well.
Location Based Marketing is definitely on the rise and is something everyone will be hearing a lot more about in the future.
One of the easiest ways to look at “place” in relation to email marketing is the concept of where you want your customer to be when they receive your email: At Work or At Home?
Of course, these days with everyone glued to their smartphone, it’s entirely possible to reach someone anywhere between work, home… or literally anywhere else. But, if we simplify the variables and just assume that daytime messages during the week reach someone at work, while emails in the evening or weekend reach someone at home, then we can ask which location will produce greater engagement and better conversions?
Back in June, Direct Marketing Magazine convened an executive roundtable to discuss the power of place in marketing, which was sponsored by DMTI Spatial.
This roundtable including the following people:
– Robert Burko, President, Elite Email
– John Fisher, CEO, DMTI Spatial
– Allison Fraser, Flyer Distribution & Analytics, Home Depot
– Arvis Gouvis, Principal, TCP Integrated Marketing
– Trevor Newell, Co-Founder & President, Shop.ca
– Ryan Prior, Media Manager, Loblaw
– Diana Simpson, National Flyer Distribution Manager, Loblaw
You can read the article by the very talented Amy Bostock here: View Direct Marketing Magazine: The Power of Place (September 2013)
You can also see a video of the round table here:
The topic of “location” is going to be a hot one for the foreseeable future. Soon enough, you’ll be walking down the cereal aisle at your local supermarket, only to have your phone (which knows exactly where you are in the store), beep and alert you to a special promotion on Cheerios. This type of location marketing isn’t just something we may see in movies depicting the future… it’s almost upon us!