Align Internal Systems to Facilitate Location-based Marketing
To align your internal systems to facilitate an LBS program or campaign, get someone from IT involved. Even if you can get started without the help of IT, it is important to let the IT department know what you are trying to accomplish and seek their input.
If it seems like your trial efforts at location-based marketing are working, you will start thinking about importing data into customer relationship management (CRM) systems like Salesforce.com or tying them into your e-mail or web customer contact software. This will be easier to accomplish if you have already cultivated an IT ally.
As a larger company, you will likely want to have a series of formal meetings with IT and your legal and PR or corporate communications teams to get everyone on the same page. This will include things like who has admin access to your account (including your own employees), records retention, CRM strategies, and integration into customer service or back-office functions.
If you plan to use a service like shopkick, which is a location-based shopping service, you’ll need to install hardware in your store. If you plan to pursue a deeper integration with foursquare, Yelp, or SCVNGR, particularly into your point-of-sale systems, this will of course require the help of your technology teams as well.