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.