Location-based services (LBS) on mobile phones are engaging a growing market — one that is expected to generate revenues of over $12.7 billion by 2014. With a significant percentage of moms using smartphones, location services offer a rare opportunity to interact with moms while they’re on the go.
Below are some innovative ways that companies are applying location-based technologies to target moms.
1. Discounts & Coupons
Discounts for “checkins” reward users for their brand loyalty. Women have shown a particular interest in mobile coupons, with more than two-thirds expressing their interest in getting coupons on their mobile device. In another study, 88% of female Internet () users said they would like to see more targeted offers from trusted brands. Discounts are a common incentive for moms to use location-based services. “I don’t care about being “mayor” of a location unless that means I will get a special offer from the business in return,” says blogger and Nielsen Power Mom Beth Blecherman.
However, privacy is a concern raised by many moms. “Location-based services are like two sides to a coin … they humanize and personalize, and conversely … they dehumanize and quantify us as data points. It can be hard to balance,” says Ciaran Blumenfeld, founder of Momfluential.
The balance seems to be in letting moms determine who can see their checkins. “It would also be great to allow people to check in ‘privately’ … so the store knows who checked in but it does not display to the whole world. I would probably use the location based services for everyday shopping more if I could choose when I only want the business to know I am checking in or make that public,” says Blecherman.
2. Utility Applications
Utility applications provide information and tools that make life easier for moms when they’re on the go. Applications such as Yelp (), Qype, and AroundMe () offer information about nearby restaurants and places to shop.
Sit or Squat enables users to locate nearby public restrooms and rates each one on a five-star scale based on whether or not they are a “sit” or a “squat.” Many of the restrooms include photos and information about special features, such as changing tables and handicap accessibility.
Rocket Taxi is an iPhone app that locates a user via GPS or Wi-Fi and finds nearby taxi companies. Users can select a company based on their rating, bookmark their favorite cab companies, and get an estimate of how much their fare will cost. These applications provide information for moms when they need it, and “locations make all of these interactions more relevant,” says Kate Imbach, VP of Marketing for Skyhook Wireless.
3. On The Go Sharing
Checkins enable users to fold the location-based element into a larger story, generally through photos, notes, and other social features. These applications appeal to many moms because they provide a context for checkins.
One application, Whrrl, enables users to add photos and notes to their checkins, as well as tag friends, who can also add their photos. “I am a fan of Whrrl in particular because it goes beyond the checkin and allows users to tell their story and recommend experiences to other users. Furthermore the stories I create are a visual history of my life and an easy way to make and share meaningful albums with friends and family. I can even post them on my blog. All of this makes it worth my while, and worth sharing my data” says Blumenfeld.
Babymate, an application that helps parents keep track of their babies’ development, is incorporating location-based elements into their existing application. Babymate is currently adding the ability to favorite locations, and incorporate that information into events, measurements and milestones. Users can integrate that information with images and articles
According to Babymate’s developer Mariano Capezzani, “The idea behind integrating Babymate with a location-based framework is to make the experience of using the app even more relevant and useful for users. For example, a mom whose baby has just been given the BCG vaccine will be able to comment on how her baby reacted and [how] good a job the clinic did. Another mom can share with the community the date when her baby started walking and what tips she found were useful to help him in the process. The community can share with each other and follow any activity, place, class, show, product and tip they find interesting, right through the app.”
Looking Ahead
Whether they provide discounts, utility, or on-the-go storytelling, successful applications are those that use location-based information to add value. As location-based services become more mainstream, developers will create even more innovative applications that appeal to moms. Marketers should look to location-based tools as a unique opportunity to add value and engage with moms while they are on the go.
Source - Mashable
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