Targeted, Timely and Tailored: Location-Based Mobile Marketing
Location-based marketing (LBM) is fast gaining recognition as a powerful way to build engagement with users on their mobile devices. Integrated marketers deliver real-time, relevant content triggered by a user’s physical location.
Target Marketing offers four tips for engaging with consumers using LBM to create interactive experiences and deliver personalized messaging. Campaigns can be designed as simple check-ins, or use a more complex system of rewards and promotions, like badges and points.
Consider the Customer Experience Target Marketing suggests planning for the customer experience, looking beyond ads and coupons, and considering video, games, or giveaways. LBM only targets those with proximity to an event or desired location, so it also carries with it a perceived exclusivity and personal touch.
Take the Long View Businesses that consider the long-term consumer value of using LBM avoid being “salesy” or pushing too many messages because of risk of audience disengagement. While one-off discounts may temporarily engage a customer, it takes more to build lasting relationships. Integrated marketers that build a plan before LBM implementation will find it easier to get “the right content to the right people at the right time.”
Targeting Beyond “Entrance Events” When considering location-based marketing, businesses often look at the “entrance” trigger, but there are countless ways to reach mobile users. Targeting can include exiting a location, point of sale or spending a specified period of time in one locale.
AdWeek recounts the story of a marketer who used an app for dinner reservations and later received a reminder through his phone’s personal assistant telling him when to leave in order to make the booking. This type of integration will continue to grow, ensuring that those organizations that have planned ahead will be better positioned for success.
Test and Measure LBM is still relatively new to the mobile marketing mix. Target Marketing advises taking a ‘test and learn’ approach. Traditional metrics don’t work in this environment, so SMBs instead look at quality of engagement, foot-traffic and sales tied to location pushes. Mobile platforms provide precise and prompt feedback, as well as insights into consumer actions when responding to pushed messages.
Conclusion Location-based marketing is a compelling strategy for driving targeted engagement, encouraging purchases and visits. Its relative newness to the array of marketing strategies means that trial and error are inevitable, but as businesses experiment and adopt more advanced targeting techniques, this type of outreach will continue to make strides.