4 Secrets About Location Based Marketing That Nobody Will Tell You

Location-based marketing is not a new concept in the present age of mobile technologies. The Global Positioning System (GPS) present in smartphones and hand-held devices has made it possible for marketers to deliver highly-targeted advertisements to people based on their geographic location. But this requires people to opt-in for the ads by allowing a mobile application to access their location. Location-based marketing leverages the geofencing feature to send alerts and push notifications as a part of their mobile marketing efforts.

The objective of location-based marketing is simple: it seeks to capture the attention of prospective consumers and turning them into actual customers. Whether it’s a retail store, a restaurant or any other business, location-based marketing is a good way to boost reach, acquire more leads and increasing consumer footfalls. As such, location-based marketing is becoming an important part of brands’ marketing strategies.

If you are new to the field of location-based marketing, here are a few secrets about the domain you should know:

Mobile coupons are crucial to location-based marketing success

It’s actually rare to see people without a smartphone these days. Smartphone penetration has jumped considerably in the recent times, giving ample opportunities to brand marketers to reach a wide audience. Marketers can actually make use of people’s smartphone usage patterns and target them with attractive coupons. Such a strategy entices people to visit the store and make a purchase. Mobile coupons are, thus, important for the successful of location-based marketing campaigns.

Location-based marketing requires creativity

Just like any other forms of marketing, location-based marketing also demands creative thinking from marketers. Most of these campaigns use geofence, virtual boundary that limits a geographic location. Geofencing allows marketers to present a promotional message to consumers within a select space. It’s natural for brands to use geofencing close to physical stores. But a little creative thinking in setting target locations can actually help marketers reach a wider market.

Social media is powerful in location-based marketing

 Let’s face the truth: everyone seems to be on social media these days. Unless a brand leverage social media channels, it won’t be able to meet its marketing objectives. The success of location-based marketing largely depends on how a brand uses social media. For example, you can offer special incentives to those consumers who give a “check-in” status on their profile. Using social media is a surefire to boost brand visibility in the local market.

Personalization holds the key

 Last but certainly not the least, marketers have to strike a chord with consumers in order to succeed in a competitive scenario. The best way to do so is by optimizing reviews and push notifications. Positive reviews given by customers paint a good picture of brand and empowers its position. It can boost search engine rankings, drive website traffic and influence consumers’ buying decisions in a positive manner. It’s also important to pay close attention to the content, context and timing of push notifications so that the campaign proves effective in terms of reach and conversions.

The Hidden Agenda of Location-based Marketing

The magic of location-based services

 It’s not uncommon today for your smartphone to beep with a notification, which is nothing but an appealing offer from a nearby store, restaurant or shopping center. Ever wondered how it happens? How on earth does your smartphone know that you are close to it? Well, it’s the magic of location-based services, which have become an intrinsic part of brand marketing strategies these days.

Ever since mobile devices with geo-location features entered the marketing world, marketers found a new way of targeting consumers and providing them with an offer. They are now able to leverage location-based services to provides advertisements to consumers based on their geographic location. But what is it that marketers actually want to achieve through this form of advertising? Let’s try to understand this here:

Drive foot traffic in brick-and-mortar stores

This is perhaps the first objectives behind location-based advertising campaigns. Since the ad is targeted to people within a geographical distance, the store is likely to get more footfalls. It won’t be wrong to say that location-based marketing creates a “pull” for consumers and brings them to the store. A hungry consumer would love to visit a nearby restaurant if he or she is provided with an alluring offer from it. So, the objective here is to make an offer to people located within the proximity of the restaurant and drive them to drop by for a meal.

Acquiring relevant prospects

Location-based marketing allows marketers to combine location data and other consumer data such as preference information and demography. This helps them to reach the right prospects and convert them to actual customers. It touches particular pain points of consumers and lures them with a relevant solution. For a cosmetic store, for example, it would be beneficial if it leverages data about styling preferences of women and their location data together while delivering ads. This would help them attract women in that locality who would actually find the offer relevant.

Providing personalized experiences

 The best part of location-based marketing is that it allows brands to create personalized services. The use of beacon technology in malls is one good way of providing personalized location-based advertisements to shoppers. For example, if a shopper walks through the formal section of a clothing shop, the beacon technology will deliver a push notification to the consumer, presenting the latest offers on formal clothing. Location-based marketing, thus, seeks to take personalization a step higher.

Increasing consumer loyalty

A brand that continues to solve consumers’ problems is likely to enjoy their loyalty. For example, if a restaurant continues to use consumers’ location data and provide amazing discounts and offers on meals at relevant times of the day, its likely to create a memorable impression on its consumers’ mind. Consumers would love to remain loyal to such a brand that knows them so well and provides exactly what they need. Thus, increasing consumer loyalty is one important objective that marketers seek to achieve through location-based marketing.


4 Common Prejudices that People have About Location Based Marketing

Marketing nowadays has become so precise that it’s possible to direct consumers to a store based on their physical location. All thanks to geo-targeting technologies and the increasing mobile coverage, that a new form of marketing- location-based marketing- has come to the forefront. Although the concept of location-based marketing is not new, these emerging technologies have certainly given it a new face, allowing marketers to deliver ads to people’s mobile phones, provide detailed product knowledge, offer incentives, and increase the brand awareness.

But location-based marketing is more than just delivering targeted ads based on people’s physical location. There are a number of tactics that marketers have to conjure up in order succeed in the game. Sadly, most marketers fail to get a clear understanding of the concept and take actions based on prejudices, which often cause their campaigns to sink. Here are a few wrong notions that marketers tend to have about location-based marketing:

Location-based marketing opportunities are always available

Some people think that smartphones are always keeping track of people’s location. But in reality, nothing of that sort happens. Smartphones can only track users’ location if they give their consent. Irrespective of the operating system, users will always get a notification to allow or deny location access to a device or app. Location-based ads can’t be delivered to a user if he or she has switched their location services off on their phones.

Location-based data is always accurate

While the importance of data in location-based marketing cannot be underestimated, the accuracy of such data is always under scrutiny. Accuracy and precision are key factors to consider while building audience profiles. Although data precision is less important, data accuracy is something no location-based marketer can ignore. In order to get a clear understanding of consumers and put each dollar to effective use, marketers have to focus on acquiring insightful and accurate data to make campaigns more effective.

Proximity indicates purchase intent

No, not always. Just because a user is somewhere close to the store doesn’t mean they are looking for it. Location-based marketing will only be effective when marketers are able to identify whimsical consumers along with those who are researching on the product or service. Ad copies for such campaigns can be “buy it now” for whimsical shoppers or “learn more, buy later” for buyers researching on the business.

Location-based marketing requires new ways of marketing

 Location-based services may have changed the way marketers deliver ads to people, but the technology doesn’t require them to concoct a new way of marketing. Location-based marketing tactics are just a supplement to your multi-channel strategy and follow the same conversion funnel as other marketing forms. The benefit of location-based marketing is that marketers can serve relevant ads to consumers based on their physical location and push them to take an action. You might have to do physical A/B testing to know how effective your campaign is.

Location-based marketing can help marketers reap high revenues and get more footfalls to their stores. But it’s important for marketers to plan their tactics carefully so that they get the best out of each ad dollar spent.

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5 Useful Tips From Experts In Location-Based Marketing

Location-Based Marketing Secrets To Know

 Many businesses are still wondering what is the secret mantra for success in location-based marketing. Well, there’s no one-size-fits-all approach to acing the game. But certain principles of marketing will continue to remain fundamental in location-based marketing. Marketers have to continue offering something of value to the right target audience in order to survive in a competitive business world.

Location-based marketing can be challenging on many levels. The geo-location technology backing smartphones and hand-held devices has given a great impetus to location-based marketing. But marketers’ job doesn’t end by sending targeted ads to people based on their precise location. Experts in the field feel that there’s more to it. Here are a few tips from experts that today’s marketers should follow:

Convenience For Customers Is The Key

Founder of “Help a Reporter Out” Peter Shankman says that unless customers get convenience, no business is likely to succeed in location-based marketing. Marketers should focus on providing people with something they need, rather than barraging them with up-sell offers. Attracting the customer is the hardest part to do. The next step for the marketer is to amaze them with something unexpected. Convenience of the customer is, therefore, the first thing marketers should keep in mind.

Responsive Website Design Is An Un-ignorable Factor

Jayson DeMers, CEO of Audience Bloom, says that creating a responsive website is the first step towards success in location-based marketing. As mobile phones and handlheld devices are becoming pervasive and users are likely to use them for surfing the web, it’s important for marketers to create a website that can be accessed through these devices. This is the only way a business can generate leads and sales.

Customer Reviews Are A Great Way To Increase Desirability

Karen Leland from Sterling Marketing Group says that reviews from customers who are regular and express appreciation for the offering would be a great way to make a business desirable. There’s actually nothing to feel awkward while asking them to write a review. Marketers can use different online platforms to engage customers. Such a thing would increase comments and create brand awareness.

Good Incentives Are Irreplaceable

Jim Joseph from Cohn and Wolfe says that good incentives are an irreplaceable component of location-based marketing. Customers often get used to getting rewards for engaging and participating in location-based marketing programs. As such, a business is likely to have a large pool of loyal customers. Providing them with good incentives is likely to bring them back for a repeat purchase. As such, no business should ignore incentives in location-based marketing campaigns.

Local Search Listing Is Very Important

Brian Honigman, social media consultant at Honigman Media, stresses upon local search listing for location-based marketing success. He suggests that a business’s locations are listed on all major location-based service such as Facebook, Google+ Local, Yelp, and MapQuest. It’s also important to include address, image, menus, special offers and other information in the listing so that people are able to know what they need to know about the business.

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Never Underestimate The Influence Of Location Based Marketing

What location-based marketing does?

Gone are the days when companies had to conduct tiresome studies on preferences and the local culture before entering a new market. Technologies like smart-phones, beacons, GPS, sensors and geo-maps have certainly given location-based marketing great impetus in the recent times. Now, as the concept has emerged powerfully, marketers are able to hyper-localize their marketing strategies and come up with marketing plans that are suited to the preferences of consumers within their geographic location.

Location-based marketing has also made it possible for marketers and retailers to foster more personal relationship with their consumers. Information on availability of products, different payment options, feedback and reviews, etc. is one great thing location-based marketing has to offer to consumers today. All these have a crucial role to play in shaping consumers’ purchase decisions. As such, marketers should never underestimate the influence of location-based marketing in today’s competitive marketing world.

Why marketers need it today?

There’s no denying the fact that location-based marketing is extremely important for brand marketers today. The following are a few points to justify this:

Pushes people to take immediate action

If marketers want more visitors to retail outlets, location-based marketing can help them do so. iBeacon technology can help them connect with potential consumers directly when they are somewhere close to the store. This can be done by sending lucrative offers relevant to their needs, thus enticing them to come and make a purchase.

Creates multiple touch points

One good part of location-based marketing is that it creates multiple touch points with consumers. One location can have several unique beacons, each having a different message. This gives marketers many opportunities to connect with consumers and push them to take action. The ability to market to a consumer’s location and sending relevant offers in real time is what makes beacons so useful in location-based marketing.

Provides consumer analytics

Apps powered by beacon technology can provide marketers with the access to insightful analytical data on consumer behavior. They are able to measure the number of footfalls to their store and refine their marketing strategies based on such data. Location-based marketing through beacon-powered apps can help marketers in analyzing the performance of their campaigns and plan better ones in the future.

Builds better relationships

Consumers today want personalization. In fact, they tend to trust ads that strike an emotional chord with them. Location-based marketing makes it possible for marketers to personalize their advertising campaign according to consumers’ needs. It helps them build better relationships with consumers by giving them relevant offers. Marketers are also likely to drive brand engagement by establishing a direct line of communication between them and consumers.

Improves competitive position

All big brands, starting from Starbucks and McDonald’s to Nike and American Airlines, have invested whopping sums on location-based marketing. It is predicted that location-targeted mobile advertising will reach $15.7 billion in 2018. It won’t be wrong to say that location-based marketing will be an integral component of brands’ marketing strategies. As such, investment in location-based marketing is therefore important for today’s marketers to rise above the competition.

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Here’s What People Are Saying About Direct Response Marketing

The Growing Importance Of Direct Response Marketing

The dynamism of advertising and marketing pushed brands to adopt different strategies in order to grab the attention of prospects and consumers. One such strategy is direct response marketing, a form of marketing that aims to elicit an immediate response from prospects and compels them to take an action, such as buying a product on the website or subscribing to an email list. As such, direct response marketing has emerged as a crucial strategy for brands that aim at faster ROI, better leads, and larger profits.

People in the marketing world have recognized the importance of direct response marketing in the fulfillment of brand objectives. Let’s check out a few numbers. The response rate for direct marketing mail for people in the age bracket of 18 and 21 years is 12.4 percent. For every $167 spent on direct response marketing in the US, marketers achieve a sale revenue of $2095. These numbers are truly indicative of direct response marketing’s popularity in today’s competitive marketing world.

What Makes Direct Response Marketing So Popular Today?

Ever since digital emerged as an advertising channel, marketers can leverage the domain’s attributed in executing direct response marketing campaigns. What marketers primarily look for is measurable results, which direct response marketing tends to provide. But that’s not all that marketers have to say about the concept. Here’s why they feel it’s popular today:

Direct Response Marketing Demands Response

As opposed to mass marketing, direct response marketing calls for an immediate response from prospects and consumers. It compels them to take specific actions through a “call to action” option. In addition, the messaging can be tweaked to address an individual consumer’s interests, fears, frustrations and desires, thus making the approach more personalized in nature.

Track-Ability Offers Great Insights

The best part of direct response marketing is it’s track-ability. Marketers get to know which ad and which media generated the maximum response. These provide great insights for marketers to define their ad campaigns and messaging. Most direct response marketers feel that performance data has helped them plan better campaigns and get better results.

There’s Better Targeting

Marketers feel that direct response marketing is very useful in targeting a specific niche or target market. Based on various performance data, marketers know which class of consumers are responding better to their campaigns. As such, it’s a great way to refine a brand’s targeting and reach out to the right target market with the right advertising message.

Leveraging Social Media Become Possible

As consumers have gone social today, direct response marketers get a chance to leverage different features and targeting options of social media channels. Marketers feel that it has changed the way they reach out to consumers and sell their products and services. As such, complementing direct response marketing efforts with social media is something marketers are considering on a larger scale.

Following Up Becomes Easier

Marketers feel that direct response marketing has changed the way they follow up with unconverted leads. Marketers can continue reaching out to them and eventually convert them into actual customers by considering reasons behind their disinterest.

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5 Explanations On Why Experiential Marketing Is Important

What’s experiential marketing in the first place?

Experiences are what that drives consumers to choose a brand. Unless a brand provides consumers a positive experience, it cannot expect to survive in today’s competitive marketing world. Experiential marketing aims to do exactly this. It’s a form of marketing the enables consumers and prospects to interact and engage with a brand and experience it.

Although it’s true that the roots of experiential marketing are in event marketing, the concept has become wider in scope and goes beyond traditional marketing forms. Today, experiential marketing can include a wide gamut of marketing strategies, starting from individual sampling to large scale ambush marketing and guerrilla marketing. Experiential marketing efforts these days focus on directly engaging, inviting and encouraging people to participate in a brand’s evolutionary journey.

Why is experiential marketing so important?

Experiential marketing has a key role to play in brand promotion. No consumer will like to buy a product or use a service unless he or she experiences it. The following are a few points that highlight its importance in today’s competitive brand marketing scenario:

It makes brands relatable

Experiential marketing implementations in the form of brand activation, events, creative services and marketing programs are a good way to highlight the core attributes of a brand. These show how a brand can address a particular pain point by actually immersing consumers in the experience. It helps consumers understand a brand and relate to it’s attributes better.

It makes brands emotionally relevant

The key to marketing success is the elicitation of emotions from consumers. Experiential marketing helps in evoking desired emotions in consumers by giving them a chance to experience the brand in its true form. Since it calls for interaction and engagement with the brand, people will be able to relate to it at a higher emotional level. This emotional connection is what drives the purchase decisions of consumers.

It creates a buzz around brands

Events and activations are a great way to catch the attention of people and get them talking about a brand. These forms of marketing tend to attract a larger number of people because they would like to know the brand better. Experiential marketing is important is creating positive word-of-mouth about brands, both online and offline. Plus it makes a brand look more credible in a world where people are losing trust on advertising.

It increases memorability of brands

A well-planned and well-executed event or a conference can create a lasting impression on people. Experiential marketing, when executed properly, can greatly increase the memorability of a brand. Consumers tend to form positive associations with a brand, which ultimately leads them to embrace it. The richness and quality of experience is thus an important factor in experiential marketing success.

It provides better feedback

Experiential marketing establishes a smooth flow of information between marketers and consumers. It helps marketers to interact with consumers and get immediate feedback from them. It lays the foundation of new relationships, which depend greatly on how people interact with each other. Experiential marketing is, thus, important for marketers to know what consumers are thinking about the brand.

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Five Facts About Location Based Marketing That Will Blow Your Mind


The Power Of Location-Based Marketing

Location-based marketing has become a powerful way for brands to create effective advertising campaigns and reaching out to a defined audience based on their physical location. Ever since the world has gone mobile, location-based marketing has gained immense importance.

Take the example of app-based restaurants and retail stores. Whenever a potential consumer comes anywhere close to these stores or outlets, they are targeted with offers and deals, which pops on their mobile screen as a notification. As such, consumers can’t help but get drawn to it. Such is the power of location-based marketing.

Mind-Blowing Facts About Location-Based Marketing

Location-based marketing is certainly taking marketing efforts of brands to a whole new level. Although the world is still trying to grasp a number of aspects related to the concept, it’s certainly becoming an important part of brands’ marketing strategies, especially digital and social media. In fact, the success of any digital or social media campaign depends largely on how brands target their ads.

Location-based ad targeting is one good way to do so. Instead of targeting people who are geographically distant from your business, you can specify a location of people who can actually see your ad. But there are some amazing facts about location-based marketing that are actually mind-blowing:

Location-based marketing relies on mobile

Studies have shown that 75 percent of consumers shop through mobile phones. They don’t rely on social media feeds or push notifications to shop for something. It seeks to target customers whenever they are close-by. It is because of this reason that location-based marketing relies heavily on mobile technology. It creates deeper relationships with people by targeting them with ads that are actually relevant to them.

Location-based marketing drives more conversions

Location-based marketing or proximity marketing improves brand connections and positively influences buying behavior. Individuals are likely to purchase when they enter a shop or are located close by. Push notifications prove highly relevant for potential customers when they are looking for certain products or services.

Early adoption of location-based marketing provides competitive advantage

As mobile marketing is taking brands by storm, it would be wrong for brands to assume that competitors are not adopting the strategy. Businesses across domains are adopting location-based marketing technologies in order to step up their audience targeting. As such, early adoption of the technology is likely to provide brands with a stronger competitive advantage.

Location-based marketing provides actionable insights

Location-based marketing data is another good way of gaining competitive advantage. It is something brands cannot afford to ignore. The data collected from location-based marketing provide good insights for perfecting ad campaigns, defining the target audience more precisely, and improve the measurability of strategies.

Location-based marketing improves transparency

The conversion rates in customer service depend on operational transparency, which is often ignored by companies. The demand for data transparency and data collection processes is inevitable. Customers may feel that their privacy has been violated. As such, transparency in data collection will reduce this concern and specify expectations. By explaining the role of customers in data collection, companies can gain their favor and derive better data.

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Now Is The Time For You To Know The Truth About Location Based Marketing

The era of location-based marketing

Today is the era of mobile phones, which are so rich in technology that it’s possible to keep track of each and every activity of users, including where they go and what they buy. Innovations in the domain of location intelligence have paved the way for location-based marketing to emerge. This form of marketing allows marketers to leverage data of mobile users to ensure better targeting based on consumers’ location.

As more a more people are coming under the coverage of mobile phones, location-based marketing is evolving at a tremendous rate. Location-based marketing is perfect for businesses who target audiences with mobile ads, paid search ads, push notifications or other forms of mobile ads. But many marketers tend to have wrong notions of location-based marketing and the technology driving it. They often fail to realize the true potential of it, and land up painting an irrelevant picture of themselves before their prospects.

The reality of location-based marketing

The reality is no brand can survive until and unless it proves its relevancy to its prospects. And one good way to prove relevant is by targeting prospects in specific locations who would actually need it. Thanks to geofences and beacons that marketers are able to do location-specific ad targeting. But are they actually magical sales tools?

Location-based marketing certainly does not mean that marketers forget audience targeting completely. Most advertisers tend to focus so much no location that they deviate from the fundamental objective of advertising: targeting the right audience with the right message. Yes, geofencing is great but marketers cannot overlook factors that drive purchase decisions.

For example, a new brew pub in New York cannot forget to consider age while targeting prospects because it’s very unlikely that old couples would come there. The catch here is that location-based marketing for a brand with a penetration level of less than 50 percent could lead to wasted impressions. This means that they would be serving ads to people who don’t fit into their target audience. Marketers, therefore, need to know a lot more than just the location of their target audience in order to get decent returns on their ad spend.

Using location-based ad targeting alone also proves disadvantageous for marketers because it prevents message optimizing. Advertisers ultimately have to send messages with very little or no knowledge of the audiences’ purchase history and interests. The message will be very limited in terms of value when advertisers focus too much on the location. In reality, mobile advertisers perform better when they use location and purchase data together.

Whether online or offline, precise targeting is the only way in which advertisers can reap the maximum returns from their advertising expenditure. The key is to target consumers by who they actually are, not just by their location. Once advertisers are able to find out who are receiving their ads, they can convert more of them and experience an increase in sales.

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