23 Aug 2016 5 Tips For A Successful Location–Based Mobile Marketing
Location – based marketing is a great tool for companies to create more effective ad campaigns and to reach more specific costumers according to their location. In location – based mobile marketing is interesting what happens, but more important than that is when it happens and where it happens. Even if people where scared by location – based concepts few years ago, now they are used with the advantages of location – based mobile apps. Although the main idea of location-based mobile marketing is to promote brands and products, xAD used its tools for Oxfam America to fight poverty in United States targeting people able to donate for a good cause.
In a time when the number of mobile apps is growing exponentially with the increase of wearable devices and smartphones sales, 79% of marketers say that mobile is core to business.
Being known the fact that majority of users are carrying their mobile devices everywhere in one way or another, these are 5 Tips for a successful location – based mobile marketing for marketers to follow.
Start with a Smart Targeting
Using smart targeting campaigns is very important for the relation between brands and costumers. Geo – targeting is about detecting users’ location and, based on that location sending them ads, emails or push notifications. Geo –targeting uses IP address of the internet – connected devices to detect the location. The first three digits indicate the country code. The next ones indicate the city and other elements, even the postal code. Location accuracy is not that important because geo – targeting, just like its name, is targeting special types of customers. Like the campaign between Memorial Healthcare System (MHS) and Pandora that targeted on-the-go people only in the South Florida geographic area, and specifically those who were 40 and older, resulting a 500% increase in mobile site traffic.
Use Geofencing Push Notifications
Because geofencing term comes from the word “fence”, a marked area, it mean that it refers to all users in that area while geo – targeting can include and exclude certain users.
Geofencing is the ability to draw a circle around a pin. This ability is provided by GPS. Its implementation is fast and cost – effective and it doesn’t require the installation of other in – store devices, like the situations when promoters use beacons. Geofencing enables your app to detect when the GPS signals from the users’ smartphones on the surface are crossing into the area of your point of interest (POI).
Geo-fencing is very useful even for small businesses in order to attract the right costumers. As Craig Anderson, Opt-Intelligence’s president and COO said “When we work with companies like Traditions 118 where it’s a single location, sole proprietorship, they just want to target the radius around their zip code, because those are the people who are going to come in. Using geo helps to make the sign up invitation so much more relevant to the consumer.” More about Opt-Intelligence campaign for Traditions 118, a family – owned restaurant in NY, for converting e-mail subscribers into costumers, can be found on Geomarketing website.
Consider Beacon Technology
Beacons are little physical objects placed in specific locations to detect devices when people are in their range. After they detect them, they send a signal and, the app sends a text, push notification or an email. They are related to Bluetooth Low Energy. The Low Energy part is an advantage for users and the Bluetooth technology is great for every smartphone owner, mainly in the areas without WiFi but it means that the user must have Bluetooth turned on.
An example of beacon marketing is the campaign between Norwegian media conglomerate Schibsted and CAPA, Nordic cinema chain operator for promoting Coca Cola products in Scandinavian region. In order to accept a message via beacons, users had to turn on their smartphone’s Bluetooth receiver. The marketers achieved that by a prompt message on an app from VG, a major Norwegian newspaper owned by Schibsted, asking if they were interested in a free Coke before the movie started. The ones who redeemed that offer where retargeted after few days with a free movie ticket to encourage them to go back to that theater.
Use Personalized Email Marketing
Although many companies think that the main channel preferred by the costumers to interact with brands is social media, a study made by eMarketer shows that almost half of them would like to receive emails from their favorite companies.
Create Campaigns and Offers for Your Targeted Users
While a customer is in a store to buy some specific items, it would be very useful to receive according to the specific section, push notifications with the offers available in that moment. Your app can send him a coupon code in order to win his attention about other products in the store.
A big advantage of using location – based strategy is that companies can find useful things about their costumers: when they like to shop and what kind of items they like to purchase. After that, marketers can use this valuable information to send their costumers emails or push notifications without annoying them with all the marketing news.
It would be a waste of opportunity not to be aware of the benefits of location – based mobile marketing. Marketers can choose between geo – targeting, geo – fencing and beaconing to send push notifications and personalized emails to help their users to save time and even money if companies create campaigns and offers according to their needs.