Diploma in Digital

Driven Marketing Location Based

Marketing Tools
DDDM

Topics covered in this Lesson

Google My Business and Google Maps

Facebook Places
Location Based Geo-fencing based SMS Marketing

Marketing Tools
After Stimuli, people enter the
ZMOT
restaurants near me Garage near me
18,100 720 nearest hair salon to me
390

Saion near me Rooms near me

4,400 47,880 avg monthly 2,900

Café near me
1,900
“near me” searches
food near me that
food near me Super markets
near me
1,300
delivers 590
1,600
motel room near me
320
Near me Hotel near
KFC me
2,900
4,400 Source: Google
Source: www.similartech.com
Copyrights © 2021– Asia Pacific Institute of Digital Marketing
 Google Maps

Google Maps is a web mapping service developed by Google. It offers

satellite imagery, street maps, 360° panoramic views of streets, real-time
traffic conditions, and route planning for traveling by foot, car, bicycle and air,
or public transportation.

https://maps.google.com/
How Marketers Can Utilize?
• Add a business location
• Claim an existing location
Add a new location by entering
the details and
pin pointing the location
on the map
If your location already
exists on the map and if
you want to claim it
click on “Claim this
business”
Google Review
70% of consumers need to read
at least four reviews before they
can trust a business.
Star rating is the number one
factor Used by customers to
judge a business
Only 6% of consumers
don’t trust customer
reviews at all
 68% say positive review make
them trust a local business more
 43% of time consumers
search a business by review
at least one time per month.
60% of customers have searched
for businesses at least 6 times per
year
 94% of customers will
look for a 4 star+ rating
91% of customers will chose
to deal with a business if it
has more positive reviews
80% of customers trust review
as much as personal
recommendations
23% directly visit the
business premises after
reading a positive review
9% will call a business after
reading a positive review
 95% of consumers suspect
censorship or faked review
when they don’t see bad reviews
 88% of online shoppers
incorporate reviews into
their purchase decision
58% of customers said that they have
recently (within past 5 years) began
leaving more and more online
reviews based on customer service.
15% of
users don’t
trust
businesses
without
reviews
95% of travelers read
reviews prior to
booking.
Local businesses have
an average
of 39 Google reviews.
Google My Business
(116) Google My Business Case Study -
YouTube
What is Google
My Business?

A tool that enables you to manage

and optimize your Business Profile on
Google.

Once created, your business profile will

appear in Google Maps and in the local
results of Google Search.
 Let’s customers find your physical location

Helps on gaining SEO ranking (Better Search

Visibility)

Enables businesses to display critical information

Advantages of
Google My Another communication channel

Business Gain customer insights

Track website traffic, calls and store visits

If an exceptional service is provided positive

reviews
Highlight your business

Can include additional

information like hours, link to
the business website,
products and pricing etc.
Engage with Customers

Can respond to reviews, answer questions, enable direct

messaging, and set up associated alerts.
Gain Insights

Can use Google My Business dashboard to gain key insights on

your audience and local search performance
Create a free website for your business
How to create a Google My Business Profile

https://www.google.com/business/
 Create a listing
1. Login to Google My Business using your gmail
2. Click on Add Location
3.Type your business name
4.Enter your business address
5. Pin point your location on Google Maps
6.Choose your business category
7.Enter your contact details
8.Verify your location by getting a post card to location which you mentioned on the step 4 (Approximately
It would take 14 days to get the post card to the mentioned location)
9. On your Google My Business home, go to the your listing click on Enter Verification Code to enter and
verify the Business
1.Login to Google My Business using your Gmail
Click on Add Location
Type your business name
Enter your business address
Pin point your location on Google
Maps
If you have any other Business Location
Choose your
business
category
Enter your contact
details
Verify your location by
getting a post card to
location which you
mentioned on the step 4
(Approximately It would
take 14 days to get the
post card to the
mentioned location)
Method to Verify
On your Google My Business home, go to
the your listing click on Enter Verification
Code to enter to verify
Claim a listing or Suggest an edit
1. Find out your listing by making a Google Search
2. Click on Suggest an edit to remove a place which is no longer functional or edit it’s contact details,
operating hours, name etc.
3.To claim an existing business click on “Own This Business”
4.Cross check & edit info
5.At last, you can claim the location by getting verification code via existing phone or via receiving a post
card to the desired location.
Capabilities - Posts

Google Posts are a new feature introduced by Google

which allow businesses to share messages directly with
their customers which show up in the local panel on
Google search and on Google Maps.
Capabilities - Info
This section allows you to edit business related information and to check the location live on
both Maps and Google Search
Capabilities - Reviews

Contains all the reviews which you

get for your business listing, you can
segregate these reviews by All,
Replied and Haven’t replied.
Capabilities - Messaging

Allows customers viewing your listing to message you

directly. Respond to questions, share information, and
quickly connect, for free.
Capabilities - Photos

Allows you to add and manage images

related to your business.
Capabilities - Website
Have your own mini website with all the critical information for your customer, this is totally free
of charge!
 Capabilities - Users

Add and manage users to your account, using this you can
allow several others who are a part responsible for different
functions to act as one business unit.
Home
contains,

Latest updates
on the
performance,
reviews and
post
performance.
DDDM

Topics covered in this Lesson

Google My Business and Google Maps

Facebook Places
Location Based Geo-fencing based SMS Marketing

Marketing Tools
 Facebook Places

Facebook places represent specific business locations. When a Facebook user visits a
place of business, he can check in on a mobile device and tag any friends that are
with him. The Facebook place for a business can be created by anyone, but only the
owner of the business can claim the place as a page. You must provide official
documentation to prove that you are the owner of the business to claim a place.
Afterwards, you manage the place address, contact information, admins,
business hours and profile picture.

Currently there are two ways to add Facebook Places

1.Via a Facebook Page
2.Directly as a Facebook Place
(122) Facebook Places - YouTube
 Converting Facebook Page to Facebook Place

1. Go to your page

2. Click on settings

3. Go to page information

4. Update general information and location details

5. This automatically allows your business to appear in the places section

6. Customers can check-in to the specific location

 Creating a Facebook Place
To create a new location on an iPhone or iPad or Android

1. Turn on location services.

2. Scroll to the top of your News Feed or Profile and tap Whats on your mind? Tap Check In.
3. Tap the box at the top and enter the name of the location you'd like to add.
4. If the location doesn't exist, you'll see Add [New Location].
5. Tap Add [New Location].
6. Select a category.
7. Enter location information.
8. Tap Done or Create at the top right corner.
Scroll to the top of your News
Feed or Profile and tap Whats on
your mind? Tap Check In.
Tap the box at the top and enter
the name of the location you'd
like to add.

If the location doesn't exist,

you'll see Add [New Location].
Select a category
Enter location information.

Tap Done or Create at the top right

corner.
 Editing an existing Facebook Place

1. Search for the place which you want to edit

2. Make sure that you go to Facebook Places NOT to a Facebook

Page

3. Below about you will be able to suggest an edit for address and

phone
 Benefits of Facebook Place for Business
• Facebook business pages help with SEO

• Analyze customer behavior using Facebook Page Insights

• Syndicate posts automatically to store pages

• Create location-specific content

• Increase engagement using Facebook tabs

• Create better customer experiences via reputation management

• Laser targeted advertising

• Take control of your data

What is Facebook Marketplace?
Facebook Marketplace is an online
shopping channel. It’s an ecommerce
platform where Facebook users can buy
and sell items from each other locally.
You can access Facebook Marketplace in
the Facebook mobile app and on desktop:
What is Facebook Marketplace?-Contd
Facebook Marketplace organizes listings into 19
categories including:
•Apparel
•Electronics
•Entertainment
•Garden & outdoor
•Hobbies
•Home goods
•Pet supplies
•Toys & games

Shoppers can filter searches by price and location. They can even
save listings for future reference. Sellers can add up to ten
images in Facebook Marketplace listings and ads.
Interested customers can message sellers directly on Messenger.
How can you use Facebook
Marketplace for your business?
List retail inventory

Use Facebook Marketplace to list all

your store’s retail inventory. Beauty
brands might list products, while car
dealerships could list their in-stock
vehicles.
Display items from a Facebook or Instagram Shop

If you have a Facebook or Instagram

Shop, you can add Marketplace as a
sales channel and reach more people.
Enabling Facebook checkout lets
customers purchase through
Marketplace without leaving the
platform.
Sell from a business account

Anyone can sell items on Facebook Marketplace. Business accounts

just have access to more features.
Facebook business accounts can:

•Advertise your store or items on Marketplace to reach more people,

even if your business doesn’t list directly on Marketplace.
•Set up a shop with your Business Page and sell as a business
(limited to eligible sellers and items).
•Show inventory for retail items, vehicles, and event tickets.
Place ads that run on Marketplace

Ads in Facebook Marketplace appear

in-feed when someone browses.
These ads have the advantage
of reaching people while they’re
already shopping. Your ad appears
next to other relevant products and
services. Interested customers can
learn more in Marketplace or click
through to your website.
7 benefits of Facebook
Marketplace for
business
 1. Increase your brand’s visibility

Increasing brand visibility is one of the quickest

ways of increasing sales. And Facebook
Marketplace can help get your brand and
products in front of new shoppers.

In fact, one million users buy from Facebook

Shops every month. Brands are seeing huge
results, too. Some report order values that
are 66% higher via Shops than on their websites.
The best part? Facebook Marketplace visitors are
already looking for products to purchase. You
just have to make sure they see yours first.
To get your product in front of interested buyers,
take advantage of Facebook’s 19 categories:
2. Build stronger customer relationships

Facebook is a peer-to-peer platform, so you have

a unique opportunity to build relationships with
buyers in real time.
Sales that start on Facebook Messenger allow
you to connect directly with customers. Plus,
people are 53% more likely to buy from a
business they can message.
Facebook provides customers with suggested
questions, but they can also send their own
messages to sellers:
3. It’s free to list products

Facebook Marketplace doesn’t charge sellers a single cent. Listing is free no

matter how many products you list. You don’t need to pay anything to
maintain an account or product listings either. You only pay a fee when you
sell a product.

Facebook’s selling fee is 5% per shipment or a flat fee of $0.40 for shipments
of $8.00 or less. This selling fee includes taxes and the cost of payment
processing. It also applies to all checkout transactions for all product
categories on Facebook and Instagram.
Remember Facebook Marketplace listings must follow the
platform’s Commerce Policies and Community Standards.
4. Test out new product/service listings

Since it’s free to list products, Facebook

Marketplace is a great place to test out product
selling ideas.
Facebook does the targeting for you, so it’s easier
to test out whether a new product resonates with
your core target audience.
Try using Marketplace to experiment with
different pricing strategies. Then see how your
audience responds to price increases or discounts.
Pro tip: Consider offering your audience exclusive
access to discounts through Facebook
Marketplace. It’s a good way to build customer
loyalty.
5. Tap into Facebook personalization
Facebook lets you target people who have
purchased from your store or follow your
page. You can also reach new shoppers who
fit your core audience profiles.
The Today’s Picks area features relevant
products based on a user’s browsing history:

The Browse to Buy feature displays relevant

products based on the communities that
users belong to.
You can also use Facebook ads to target
people who have purchased from your
store or follow your page. These people are
more likely to purchase from you again.
To do this, you could create a lookalike
audience or interest-targeted audience in
ads:
6. Mobile-friendly listings

Facebook Marketplace automatically creates mobile-friendly

listings. 98% of Facebook users log on using their mobile phones and
81.8% of people only access the platform via mobile.

Luckily, you don’t need to worry about adapting your listing to appeal
to these mobile users
7. Identify customer preferences and best-
selling products

Facebook Marketplace makes it easy to find out what types of

products are most popular. That way, you can make more
accurate sales predictions and stock popular items.
To see what’s selling the best on Facebook Marketplace, go
through categories. Here you can see which products are
bestsellers in their categories.
You can also identify popular products by visiting business
pages. Whenever you click on a page, you’ll see that the top-
performing products appear first.
 How to sell on Facebook
Marketplace as a business
1. Show inventory for retail items
Businesses and regular Facebook
users can easily list retail items on
Facebook Marketplace.
2. Display items from your Facebook
page shop

Facebook Shops receives a total of 250 million

monthly visitors. It’s a huge shopping channel
that can give you a unified presence across
Facebook, Instagram, and Facebook
Marketplace.
Before you can begin, you need to set up
a checkout on Facebook for your shop.

To add Marketplace as a sales channel:

1. Go to Commerce Manager and select your shop.

2. In the left-hand menu, click Settings.
3. Click Business Assets.
4. Select Enable Marketplace.
Eligible products appear on Marketplace within 24 hours.
3. Sell as a business on Marketplace

This is only available to select

sellers right now. Facebook is rolling
out this new Marketplace selling
feature throughout 2022. Instead of
linking Marketplace to your personal
Facebook account or Shop, you’ll be
able to sell as a business on
Marketplace.
Tips for selling on marketplace

(122) How to Sell on Facebook Marketplace | 5 Steps to Selling

Your Things Faster - YouTube
DDDM

Topics covered in this Lesson

Google My Business and Google Maps

Facebook Places
Location Based Geo-fencing based SMS Marketing

Marketing Tools
Snap Chat

Snapchat is quickly becoming the

most used social media network,
especially with the advent of My
Story

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

Snapchat Geo Fencing
New features help position Snapchat as a viable location-based advertising partner. Snapchat is rolling
out two new location-based features to help marketers more effectively reach their target audiences.
Here’s an overview of what was announced.

1. Location Categories Targeting

2. Radius Targeting
3. Geo Stories

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

Location Categories Targeting

With the new location-category feature, advertisers can target an audience based
on a particular location type, such as a beach, or a movie theatre.

Example: Snapchat offers the examples of swimsuit brands being able to reach
users at various beaches or movie studios targeting viewers at specific theatres.

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

Radius Targeting

The second of the new location-centric features uses radius targeting,

allowing advertisers to create a customized radius based on an address,
city, pin, or point of interest like a sports stadium or university.

Example: Adding a geo fence around Collpetty area to target

audience during working hours to target the working crowd.

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital
Marketing
Geo Stories Targeting

The Geo Targeting stories can be

targeted for the businesses to reach
people in the particular location

Example: Adding a geo stories in

Wellawatta area will be notified for
only for the people around
Wellawatta

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

GEO – LOCATION – GEO FENCING
What is GEO FENCING?

https://www.youtube.com/watch?v=oklOTx_jnbA
How Geo Fencing Can help your Business

https://www.youtube.com/watch?v=xVvPc_VKyWE
The ways your App Tracks You

https://www.youtube.com/watch?v=YFhShPwlfeo
What is GEO Fencing

Dynamically generated – as in a radius

around a store or point a location or
Geo-Fence can be a predefined set of
boundaries

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

 Smartphones: GPS Enabled

Smartphones, GPS-enables mobile

devices, and Mobile Internet Access
has resulted in a massive amount of
geographic and behavior – based data

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

 Smartphones: GPS Enabled

Consumers rely on their mobile devices for

• Purchases
• Book a Cab: Uber / Pick Me
• Research a product in a store
• Grab a Coffee / Breakfast: Uber Eats

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

The Process

When the Location – aware device of a location –

based services user enters or exists a gen-fense,
the device receives a generate notification

• Child location services can notify parents if a

child leaves a designated area
• Send alert if a vehicle is stolen

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

The Process

• Child location services can notify parents if a

child leaves a designated area

• Send alert if a vehicle is stolen

• Geo –Locating or targeting customers by their
location is now emerging as a valuable tool to
understand customer behaviors, drive traffic
and increase revenue

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

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Local Example for a geofenced campaign
Challenge: Majority of Sri Lankans shop for imported lower quality tiles,
paying almost the same price paid for Rocell items.

Opportunity: During New year season, Rocell runs a unique offer giving
discounts upto 30% off

Geo
Customer
Targeted ad Retail Shop
on Facebook Service

Result:20X ROAS
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Telecommunication Service Providers
Managed Campaigns
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USER PROFILE xx% xx% xx%
BASIC PHONE FEATURE PHONE SMART PHONE

xx% xx% xx% xx%

16-30 30-50 51-70 71< AGE

xx%

xx%

MALE
xx% xx%

xx%

FEMALE
<500 501 - 1000 1001 - 1500 <5,000 <10,000 >10,000

PREFERRED LANGUAGE CopyrightsMOBILE WALLET

© 2021 – Asia CAPACITY
Pacific Institute of Digital(LKR)
Marketing GENDER
Dialog Managed
Campaigns

Current market leader Dialog uses big

data analytics techniques to identify
TOTALMOBILESUBSCRIPTION the right audience profile across
12.7Mn
12.7 MILLION Subscriber base.

Source: Dialog, 2019

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

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Missed Call Campaign: Mobile Engagement

• The Missed Call Campaign will allow

users to Generate Dashboard and
Data.

• The Company can then Push SMS’s

or IVR (Interactive Voice Response)
Call for the Audience Targeting
Location, Gender etc.

Copyrights © 2021 – Asia Pacific Institute of Digital Marketing

Missed Call Campaign: Mobile Engagement

https://www.youtube.com/watch?v=01dyLD8asCEopgyrights © 2021 – Asia Pacific Institute of Digital Marketing

Diploma In Digital Driven Marketing

Adheesha Dharmakeerthi
DBA(Reading), MBA(PIM-USJP), DipM MCIM (UK), MCS-SL, B.Sc (Hons)
APIDM Certified Trainer

[email protected]

0717111104/0777111104 Thank you!