What’s driving check-ins?
Today’s digital marketing paradigm revolves around SoLoMo, which is broken into “social”, “local” and “mobile”. This paradigm represents three crucial aspects of marketing success: reach, relevance and resource. Here’s how each term can be connected:
- Social includes social networks that provide brands the “reach” to customers.
- Local includes the nearby consumers who can be targeted with relevant offers.
- Mobile includes several hand-held devices that become the channel resource to deliver offers to the target audience.
If you are a social-media-savvy marketers, perhaps you might have seen the check-ins users give on their profiles when they visit a new place. Much of this has been made possible by the various mobile devices such as smartphones, tablets and other handheld devices, which consumers use boundlessly today.
The GPS and beacon technologies backing various mobile devices have given a great impetus to social media check-ins. After all, turning on “location” of a mobile device can make it easier for users to share their location with their family and friends, who in turn, get to know more about the place.
This is how the SoLoMo paradigm is surfacing out these days. As consumers give more and more check-ins at your retail store, restaurant or event, the more popular you become on social media.
The key to popularity on social media is engagement, which consumer check-ins can surprisingly provide. As such, it’s not uncommon for brands these days to leverage the power of consumer check-ins to attain their digital and social media marketing objectives.
Check-ins and social media engagement: What’s the connection?
According to eMarketer’s study of mobile usage in the United States, an average American adult spends 3 hours and 15 minutes daily on mobile devices. This behavior of mobile users has pushed marketers to create a well-defined mobile strategy, backed by data. But where exactly on the Internet are they spending so much time? It’s social media, which is only seeing it’s users rising each year.
According to Statista, there were 2.46 billion social media users in 2017, which is expected to become 2.77 billion by 2019. The number is actually huge in terms of penetration, covering 71 percent of Internet users. Given this number, brands cannot help but include social media in their digital marketing strategies to stay ahead of their competitors.
Check-ins are a good example of how location-based marketing campaigns are executed to generate positive word-of-mouth and increase brand loyalty. It provides stores the immediate information they need for knowing who their visitors are, what they are doing and what is it that they desire. You can engage these visitors with relevant offers and check-in rewards, and turn them into loyal customers.
Check-ins are a good way for brands to generate awareness among target audiences. As social media users tend to give a check-in wherever they go, restaurants, clubs, concerts, cafes, and retail stores are finding them a good way to increase engagement on social media. They also come with a touch of convenience as they integrate location-based services to make a brand’s reach more effective and relevant.