Imagine spending a day without your smartphone. No Uber, no Google search, no messaging on social media, no mobile games conveniently on-hand with the press of a button to amuse you when you’re bored. It sounds like a serious challenge.
By recognizing the rapidly increasing mobile customer base, businesses and SMM companies have wisely taken to mobile marketing strategies to respond to the changing market. From incorporating vertical video content to giving consumers easier access to web storefronts via mobile apps, adaptability is crucial to achieving any measure of success nowadays.
The whole appeal of mobile is convenience and access on the go. With many businesses and marketers storming this lucrative frontier en masse, it’s a competitive marketing channel strewn with ads and ad blockers.
Consumers are getting pickier and smarter when it comes to filtering out noise. More than ever before, it’s all down to relevance now, and what better way is there to be relevant than to answer consumers’ needs based on their location?
The Benefits of Using Geolocation in Commerce
Thanks to advancements in technology, businesses can use location-based targeting to create positive, personalized user experiences. How do they do that? Read on to find out.
1. Location-Targeted SMS and Push Notifications
Geo-fencing is basically cordoning off of a specific radius around a target location so that only users within the “fence” are reached. Through this approach, brick-and-mortar businesses like hotels and restaurants can send push notifications to alert potential and existing customers of promotions, specials, and events near them.
2. Personalized Online Advertisements
Localizing advertisements on Google or Facebook is advantageous to consumers since it makes it much easier for them to access pertinent information. On the business side, any marketer worth their salt knows that it’s not about spamming an inordinate amount of randoms with ads. This is inefficient in addition to being costly.
With location-based targeting, the success rates of campaigns are higher since they help brands tailor advertisements to reach specific audience pools.
3. Personalized Apps and Sites
Location-based marketing helps not only in diverting ads to consumers searching for information relevant to their immediate surroundings, but it also helps businesses to provide a more personalized experience when users visit their websites or access mobile apps.
Using geolocation data, they’re able to tailor imaging and messaging to consumer preferences per region. After all, what might be catchy and intriguing in one area, could be totally off-putting in another due to many reasons.
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4. Gaining a Better Understanding of Consumers’ Wants and Needs
With consumers nowadays more apt to use different channels for purchases, analyzing data from app sales could be a complete mess. By whittling it down to more specific, location-based segments, data can be sorted into more manageable clusters.
In turn, information-gathering is a bit more organized, and resulting analyses provide clearer, more accurate market insights.
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Practical Applications Outside of Business
How would Uber ever have made its service work without geolocation? It’s hard even to fathom that scenario. In addition to services like Uber, though, geolocation is seeing a lot of applications that improve not just the way we do business, but the way we live our lives.
Take fields like theft prevention, pet care, and even elderly care, for example. The recovery of lost cars and pets is easier thanks to tracking devices. The Elderly now have the opportunity to carry a device equipped with an emergency button that hails medical assistance with one push and the help of GPS.
Even the field of law enforcement is making good use of technology in tracking and catching criminal offenders.
And if you’ve ever had to call AAA for roadside assistance before its GPS-enabled ‘FindMe’ service launched, then you know first-hand the value of this technological improvement.
