Channel-agnostic, location-based advertising and marketing is when manufacturers use location information to create individualized, distinctive content material for every buyer. This advertising and marketing technique takes key information factors like zip code, area, language, or time zone to pinpoint the place prospects are positioned. Then, manufacturers can ship prospects advertising and marketing messages that resonate with their location.
When you add in channel specificity, nonetheless, location-based advertising and marketing can turn out to be much more efficient. Take cell, for instance. Customers all the time have their telephones with them—over 80% of the total global population carries a smartphone. And, as a result of prospects’ places might be tracked by way of smartphones, location-based cell advertising and marketing can turn out to be a particularly efficient advertising and marketing device. Let’s dig into how.
Why Use Location-Based Mobile Marketing?
It’s no shock that the key to making a stand-out buyer expertise is to personalize your advertising and marketing messages for every particular person buyer. Because location-based cell advertising and marketing is predicated on the place every person’s cell system is, it’s inherently personalised. In truth, in accordance to a survey from Statista, 89% of respondents mentioned location-based advertising and marketing elevated gross sales, 86% of respondents mentioned it improved the scale of the shopper base, and 84% pointed to elevated buyer engagement.
For instance, a person in Ohio isn’t going to get the identical messages as an individual in Florida. This is a straightforward, high-level segmentation that may make a buyer really feel such as you’re sending messages solely to them. Take it a step additional and personalize by zip code and also you’ve obtained your self a extremely personalised advertising and marketing technique, assured to make your prospects really feel like they’re the middle of each marketing campaign.
Next, we’ll run by way of some of the different sorts of location-based cell advertising and marketing that may assist entice and delight your prospects.
Types of Location-Based Mobile Marketing
There are a spread of varieties of location-based cell advertising and marketing methods that your model can implement to improve personalization for every particular person buyer. Not solely will location-specific advertising and marketing messages be extra private, however they’ll resonate higher with the shopper, rising the probabilities for conversion.
Geo-Fencing
Geo-fencing is probably going what you first assume of while you hear “location-based mobile marketing.” Geo-fencing is when a model units a sure radius round particular places—like their storefront—after which, when a buyer enters that digitally fenced-in space, the model can ship particular advertising and marketing messages associated to the central location.
You know while you’re occurring trip and your aircraft lands, your cell sign comes again, and you’ve got a push notification particular to your location? That’s geofencing. It’s a big fence, positive, however it nonetheless qualifies. RetailMeNot, a platform to discover the perfect coupons for a spread of shops, for instance, offers coupons from shops in your speedy space, protecting relevance and worth prime of thoughts for each buyer.
Using location to carry related content material to the floor makes a greater expertise. Source: Radar
As one other instance, Radar, a geofencing platform, helps bridge the hole between digital and bodily by serving to manufacturers attain prospects on cell when it makes essentially the most sense. In our DBM video sequence, Nick Patrick, CEO and co-founder of Radar, highlights how a fantastic buyer expertise wants to be frictionless, and the way geofencing can contribute to a seamless, constant expertise.
“Effective marketing is all about reaching the right person with the right message at the right place and time, and the smartest mobile marketing teams use location as a critical input.” – Nick Patrick
Geo-Conquesting
Geo-conquesting is a manner to use geo-fencing, however as a substitute of utilizing your individual retailer because the fenced location, you possibly can goal consumers at rivals’ places, within the hopes they’ll activate their heels and are available to your retailer.
One of essentially the most well-known examples of geo-conquesting is Burger King’s “Whopper Detour.” When prospects have been inside 600 toes of a McDonald’s, prospects who had the Burger King app—and notifications enabled—would get a push notification providing a coupon for a one-cent Whopper. Cutthroat, however good. This marketing campaign proved to be an enormous success by driving 1.5 million app downloads.
Beacon Marketing
This kind of location-based cell advertising and marketing faucets into the built-in Bluetooth on customers’ telephones. Beacon advertising and marketing makes use of bodily gadgets—beacons—to talk with close by gadgets. So, for instance, a retailer may have beacons arrange to ship info or promotions to consumers’ telephones as they stroll by particular shows or merchandise.
The hospitality industry (pre-COVID) had began to take benefit of beacon advertising and marketing. When lodge company stroll right into a Starwood Hotels & Resorts location, for instance, they might obtain a digital room key despatched immediately to their cell system through a beacon. Other hospitality manufacturers use beacons to unlock lodge maps and reply company’ questions. Beacons save money and time, making them an extremely environment friendly type of location-based cell advertising and marketing.
Connecting Locations Across Channels
While cell could look like the apparent selection to attain customers with location-based advertising and marketing, the main target ought to all the time be to create a seamless expertise, regardless of advertising and marketing channel. Location-based advertising and marketing might be utilized to seize prospects’ consideration on their gadgets whereas they’re out and about, however that doesn’t imply it could’t be utilized to a spread of advertising and marketing channels.
But, when a buyer is on their cellphone, think about what they could be doing with it. What would possibly they be in search of? How can your app enhance their expertise? Instead of flooding their dwelling screens with imprecise, common messaging, be the model that helps prospects out with private, distinctive, location-based cell advertising and marketing.
To be taught extra about how Iterable can assist carry your location-based cross-channel advertising and marketing technique to life, schedule a demo in the present day.