How Location-Based Marketing Boosts Mobile Engagement

Marketing has been made easier with location-based marketing. All that is needed is a device’s location provided by GPS technology. With that, a targeted consumer’s exact location is pinpointed, and an offer they might be interested in is provided.

It not only allows companies to target individual consumers based on personal information but has also elevated mobile engagement to a higher level. The premise of location-based marketing depends on a prospective consumer’s engagement with their mobile phone.

The information collected by location-based marketing is through the individual consumers downloading particular mobile apps at a specific moment. By downloading appropriate apps it enables marketers to provide relevant and personalised offers. Well, location-based marketing isn’t a new strategy.

There has been the use of an IP Address to locate internet users to offer information and advertisements from nearby businesses. To understand the impact of location-based marketing on mobile engagement, it is paramount to know the types of location-based marketing.

Types of mobile location-based marketing

Mobile audience targeting

It uses underlying data about a person through their device ID that can include individual factors, key in more effective ads. It, therefore, enables marketers to target audiences through demographic and other data points. The targets are consumers who are likely to fit a marketer’s ideal preference of customer profile.

Real-time location tagging

There are different types of real-time location tagging. Marketers are familiar with most of them; below is a list.

a) Geo-tagging

Geo-tagging involves detecting a consumer’s location by use of IP addresses. Every device connected to the internet is assigned a unique IP address. The structure of the IP address is that the first three digits represent the country code, while the rest indicate specific areas within a country.

Information on the consumer’s location allows for the sharing of content based on location. Geo-tagging allows targeting irrespective of where the device goes.

For instance, if you own a hotel in Washington DC, geo-tagging enables you to send specialised messages to all customers located within Washington DC. If you need help writing specialised messages, essay writing websites for copy or guidance on how to write attractive messaging.

b) Geofencing

Geofencing uses global positioning (GPS) or radio identification (RFID) to monitor a device within a designated geographic boundary. It engages consumers based on hyper-local location.

When a device moves out of the space defined by the fence, triggers are sent, and the user will receive a notification. This type of marketing lures targeted consumers since it offers only what’s relevant to their needs, not something irrelevant.

c) Beacons

Like geofencing, beacons can be used to monitor the movement of a device within the desired range. They are small physical objects placed in favourable locations. When a device nears one, a signal is triggered, and the server sends a text message.

For example, a shopper’s device moves closer to the beacon. If the user has the app installed, it will start communication as the user moves closer to the beacon.

How it has taken mobile engagement to another level

Business strategies

With the constant increase in mobile use, more and more brands are embracing location-based marketing in their business strategies. It plays a significant role in business marketing as it taps information based on location, and is utilised for marketing purposes.

If you are aiming at excellent business benefits, you should include it in your marketing strategy. It will help you build customer loyalty, as they will engage with your brand at a personalised level, at the intersection where they need your services.

Personalisation

It has enabled most retailers to target specific types of customers and offer their products. To connect with these audiences, the use of mobile engagement has been exploited to provide information and interests of the consumer through the use of location-based data.

It has enabled retailers to provide personalised offers to their customers. For example, if a customer with an installed app visits one of your shops, you can use your app to send a personalised offer for them to try your coffee.

Learn more about your customers

Location-based marketing has utilised mobile engagement to enable a marketer to know more about their customer. Through location-based technology, a marketer can pinpoint all locations where their customer has been to during their day.

This improves a marketer’s understanding of customer buying behaviour. The different areas of customer visits reveal the preferences and shopping desires of a customer. It enables you to know your customers better and tailor your marketing strategy to meet their needs and improve your business.

Location-based marketing, with the help of technology, has taken mobile engagement to a whole new level. Initially, mobile engagement was only about the number of users, but it has shifted to a more complex function. It is now used to tap information, which is used efficiently for business marketing strategy.

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Recommended reading

If you enjoyed this post and have a little extra time to dive deeper down the rabbit hole, why not check out the following posts on mobile marketing.

• Mobile Marketing Strategies For The Mobile Marketer
• How Fast Should Your Website Be For Mobile
• How Our Business Geolocation Services Can Help Improve The South African Economy

Tags: Geolocation , Mobile Marketing, Guest Post