In today’s over-saturated mobile market, marketers are increasingly turning to location-based marketing (LBM) to win a greater share of smartphone and tablet screen time. LBM, also known as geomarketing, enables marketers to create a more relevant and personalised customer experience and hit goals where traditional mobile marketing falls short.
Enabled by apps, location-based segmentation is all about understanding an existing customer’s or prospective customer’s current location, location history and their beacon proximity to deliver more relevant, time-conscious content. Importantly, LBM allows businesses to be found by users and to find users.
The broad purposes of LBM are to:
- Display search advertising according to geographic location
- Deliver marketing messages to mobile devices through Bluetooth, SMS, MMS
- Allow users to share their locations and interactions across social media platforms
Popular incentives offered by LBM campaigns include coupons, early access to deals, sale alerts and special gifts.
Finding the needles in a data haystack
Devices capture all kinds of data – from what customers like to wear, what they eat, what music they listen to and ultimately what they buy. When so much data can be harvested, the challenge for marketers is weeding out the data and using it to inform effective marketing strategies. Only then are initiatives likely to engage the target.
Inevitably tied up in assumed privacy boundaries, LBM may lead to customers disabling location sharing. Failing to provide a valuable experience for the customer may also prompt them to delete the app altogether. There is a very fine line between seamless marketing and marketing techniques which can disrupt their audience’s routines and habits, so your strategy must be concentrated on how location-based services can help mobile marketing fit naturally into your audience’s daily lives.
Getting the right time and place
Location-based technologies such as iBeacon and Geofencing allow marketers to target a customer’s mobile device when they enter a specific location, such as a shopping centre or supermarket. This technology means retailers can display targeted promotions to customers in the immediate vicinity and track whether targeted marketing results in increased sales and customer retention.
If fact, MDG advertising’s slick infographic shows that 72% of customers respond to calls-to-action in marketing messages received in sight of the retailer.
With only 23% of retail marketers using location-based marketing, there is real scope to give customers what they want, when they want it.