At the recent Mobile Marketing Association Forum it was disclosed that an impressive 68% of mobile marketers are utilizing location based targeting. They further laid out predictions for more brands to utilize location as a key data source to help them market in the future. And its no surprise since location based mobile marketing is all about delivering the right message to the right person at the right place and time.
Mobile based programs featuring location based targeting can propel sales through messaging and spark impulse purchases. Location allows businesses to provide contextually relevant content to consumers. Savvy brands will leverage a consumer’s location with demographic information and predictive behavioral targeting to improve the effectiveness of their marketing efforts. iPhone Application developers and Android application developers can help you integrate these features into your mobile application development program.
Beacons will soon be invaluable tools for marketers to interact with consumers, as well as for collecting data about user’s preferences and building profiles that can be used to improve customer experiences by delivering messaging that is personalized to the consumer’s preferences and buying habits.
Geo-Fencing is a common tool as it allows retailers or other businesses to automatically alert customers to deals, discounts and more when they are near their location. These are sent to consumers via push notifications that are shown to currently have a very impressive 40% click through rate on average [Andrew Chen].
But don’t forget to personalize the content as people do not engage if content is not relevant. In a recent survey by Cisco, a full 46% of those surveyed said they would like personalized promotions delivered to their smartphone. The better you can engage people on their terms, the happier they will be.
Location based mobile advertising gives you a method of engagement with you customer base that is more targeted, more impactful and more actionable than other forms of advertising.
Image: Kārlis Dambrāns (Flickr) http://bit.ly/1HCzhO8
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