Upgrade Your Mobile Application Experience With Geolocation
Mobile technology is all around and digital technologies are changing faster than most brands can keep up with. Proactive is the key to success, but exactly how can retailers achieve more sustainable growth? Enter location-based marketing.
Location-based marketing is not a new strategy. But with mobile driving marketing budgets and plans, location-based strategies open the door for huge new opportunities in coming years. However, retailers remain hesitant as they figure out the right way to approach geomarketing; if it’s done wrong, your customers will surely not opt for it.
Consumers like personalization in the approach; they want a sleek ride as they move between channels and devices; and they want experiences that boost and upgrade their day-to-day lives. Mobile is now the business development of a retailer’s storefront, and approach using location allow brands to send personalized messages and push notifications to the consumer.
1. Location-Based Marketing (LBM)
Consistently, location-based alerts are distributed to smartphones via SMS or text messages. An alert may include information about a local business’ deals of the day or include a purchasing incentive, such as a discount coupon or deals code.
Location-based marketing requires the end user to opt-in. The opt-in technique usually takes place when the end user installs a mobile app and responds “ok” to the app’s request to use the device’s to fetch current location. The is incorporated geofencing, a software element that uses triggers to send alerts when a device is present in a pre-defined geographic location. The idea of LMS, as with any mobile marketing drive, is to fetch the end user’s interest and turn him into loyal customer.
2. Micro-Moment Marketing
Everyone is continually checking the time, checking notifications on social media, texting a friend or looking up for something that has caught their attention. When dealing with micro-moments, marketers should be conscious of the multiple moments that may lead to that point. They need to guide people along the buyers decision journey in order for prospect buyer to make decision when they are finally ready to purchase it.
If a micro-moment occurs and you’re not there to engage a prospect buyer, then that buyer can only act on what they know, and will end up going with your competitors who have been targeting them since a long time back.
These are the moments that really matters, for it is in these micro-moments that retailers preferences are being shaped.
These micro-moments are listed as below:
1. I-want-to-know moments
2. I-want-to-go moments
3. I-want-to-do moments
4. I-want-to-buy moments
3. Geo-Targeted Mobile Ads
Location based marketing is the best technique for nailing time and place: allowing businesses to promote their products and services. Find the right market placement, and for their customers to receive tailored interests and needs. This includes geo-targeting, geo-fencing and beaconing. With push notifications and promotional pop up messages, these services allow businesses to take advantage of their best selling points to enhance their consumers’ experience and generate revenue.
The mobile application has Bluetooth beacon technology and the store’s app installed. As a customer is near the store, the system triggers location and instantly sends a push notification to the store manager. They check-in their mobile application and see customer’s image, browsing history, purchases, as well as latest social engagements. And, then relationship is taken to the next level!
4. Geolocation and the Customer Experience
One of the most exciting areas of development is the combination of mobile application, location technologies (e.g., GPS), and data analytics to improve experience for customers. Location fetching and trigger technologies in retail typically involve customers using the retailer’s app, or a third-party application, and providing access track their current location in order to get a better experience and rewards. The customer’s location can be fetched through the phone’s GPS feature — or more accurately when connected via WiFi, or beacons. (Beacons are hardware transmitters installed around the store that wirelessly communicate with mobile devices within a certain range of area such as a specific department or radius).
5. Technology to Identify Actual Consumers – Not Just Their Devices
As mobile abilities and technologies have become even more modernized, retailers now have the ability to analyze the actual consumers by their mobile devices. Retailers have access to countless of technologies to target consumers by market section and devices, but very little technology has been available to target the actual people connected to these devices.
A retailer can identify actual, persona profiles of loyal customers including contact data, demographic information, and key insights for targeted messaging. First and third party audience data is combined with mobile location data so specific in-market consumers can be targeted during the “moment of truth”.