Marketing is constantly evolving with digital trends in order to stay connected to effectively communicate with targeted audiences and to create adequate business strategies.
Geolocation is the latest impressive trend in marketing that CMO’s are learning to integrate into their marketing approaches.
“Broadly speaking, geolocation marketing refers to data about a person’s physical location. The data is usually provided through GPS satellites. If you’ve ever opened a map app and zoomed in to see just how accurate the little blue dot is, that’s GPS-supplied geolocation data at work.” according to LeanPlum.
Geolocation can help marketers further leverage their position with customers in order to effectively relay a message for the specific brand.
This method changes the structures of marketing and can be executed in a variety of ways, leading to benefits for your company.
Once geolocation emerges into advertising, businesses no longer play a guessing game about where customers view specific ads.
By understanding a customer’s location using data analytics collected from geolocation, businesses can target where their advertisements should go, leading customers to be attracted to local storefronts.
“Geolocation can be used to send targeted advertisements to consumers when in a specific town or part of town, driving customers to go to brick and mortar stores they might not otherwise visit.” according to PromforGo.
Traditional retailers are now adapting their tools to meet the needs of targeted advertisements, bridging the divide between the physical and digital world.
Beacons Play a Role
Beacons are one geolocation method that benefits marketing by targeting the location of customers, using Bluetooth technology to receive data, displayed as small, physical objects.
Beacons can be put in the interior of stores because it tells the app where movement is coming from inside the store, and what time this is the most active.
This allows marketers to know where to put the visual advertisements, as well as where to put the select inventory to create the best in-store experience for the customer.
“Location-sensing technologies in retail typically involve customers using the retailer’s app, or a third-party app and ceding permission to track their location in return for a better experience or reward.” according to Harvard Business Review.
Beacons can also be used to benefit event organization, by targeting specific attendees in order to create effective networking strategies, which benefit sponsors because they can receive notifications when an individual passes a certain zone.
This creates effective communication and allows for business leaders to leverage the use of technology to increase engagement.
Location-based offers are a traditional marketing tool that has been effectively used by businesses, targeting audiences and customers for specific promotions and sales.
With the evolution of digital transformation, analytics and artificial intelligence have been implemented into this strategy, making it more innovative and effective.
By understanding the trends of customers, marketers can use artificial intelligence to read their location history in order to provide appropriate sponsored offers that meet their needs.
If a customer visits a certain place frequently, AI will analyze these trends and send out offers that will interest them, thus, providing positive customer engagement.
“Information about behavioral patterns will allow advertisers to forecast a consumer’s location and serve meaningful deals based on routine.”
Location-based offers enhance customer profiling, which is a tool that gives firsthand information about customers and their interests, or buying behaviors.
Once customer profiling is complete, the appropriate location-based offers can be carried out in order to be specific according to the unique customer, creating traffic for the business.
Geolocation marketing is enhanced with the use of geofencing.
“Geo-fencing (geofencing) is a feature in a software program that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries.” According to Whatis.com.
Geofencing allows marketers to reveal the exact location of the customer using a GPS, as opposed to an IP address.
This essentially means that the location of the targeted audience will always be available, as long as their location is turned on through their mobile device.
Geofencing is set up by triggers, which are set up for administrators to be notified whenever the target enters designated boundaries, such as storefronts.
Alerts are issued mainly through Google Earth, which provides satellite views of geographic areas.
Marketing can be enabled by geofencing, because the administrator can pinpoint where the customer is, therefore, target their smartphone once they enter specific areas.
“…a store could erect a simple geo-fence in an area surrounding its physical location. When users pass through, receiving a location-triggered alert or deal makes them considerably more likely to stop in and shop.” GeoMarketing.com reports.
Adding mobility to geolocation marketing is effective and accurate.
Benefits of Geolocation Marketing
The benefits of geolocation marketing ultimately create 4 main benefits for marketers and businesses:
- Effective communication
- Boosts Engagement
“Catered content resonates more with people and helps them to feel more connected to your business. In addition, content that is specific to their circumstances will show that you are knowledgeable of the people and their area, which can foster trust.” According to ThriveHive.com
As a business leader, it is vital to stay connected to your audience and know where they are at all times.
By understanding where your customer is, you understand where their interests are.
Knowing the location and repetitive trends of your customer allows CMO’s to structure marketing strategies in order to meet the needs of these customers in an agile and effective way.
ABOUT DIGITAL MARKETING TRANSFORMATION ASSEMBLY
Learning about the new digital trends that CMO’s, CEO’s and CDO’s are adapting to allows business leaders to stay up to date and above the competition. You have already learned about the newest geo-location trend that marketers are using, so why not learn even more?
The Digital Marketing Transformation Assembly offered by The Millennium Alliance will bring together North America’s most prominent digital marketing technology and business leaders from all major consumer-driven industries.
During this assembly, the latest trends and strategies that marketers are using will be revealed, discussed and explained. Knowing about these trends puts business leaders on top of the digital wave and a part of the digital transformation conversation, that is sweeping every industry as the world becomes digitally reliant.
2017 so far has proven to be a “Digital Industrial Revolution” and this will only become more prominent as time goes on. Technology is increasing, forcing industries to adapt in order to engage effectively and frequently with the on-the-go, mobile customer. Finding new ways to perform these tasks with efficiency is an important tool that is crucial for business leaders to learn. eol
The Millennium Alliance is pleased to announce that application for the Digital Marketing Transformation Assembly is now open. Taking place on October 19-20, 2017 at the Grand America Hotel in Salt Lake City, UT.
Join the conversation, become informed. Apply for Millennium Membership today