Virtual and Augmented Reality have certainly been making headlines around the world of digital; but content surrounding location could be set to up any marketing strategy in the coming years.
Location-based marketing is a powerful way to grab your target audience and provide opportunities to your audience based on your target audience’s location. This could be a targeted campaign or based on customer behaviour or history. Location-based marketing helps you reach out to your audience in real-time, to enhance their customer experience. GPS’s located within a mobile device help this to become possible.
Social media brands, as well as other retail brands, are now encouraging users to share their locations; you may often see of Facebook, a notification appear where someone has checked into a certain location or event. Whilst users are sharing this information, it’s important that brands disclose to users how they plan to use this data they receive. Geofencing is one method that goes under location-based marketing. This refers to advertising or content to a customer based on their real-time location. When a person agrees to share their location to a brand’s app and enters the designated geofenced area, they may receive a push notification from an app, a text message, or see location-based content and advertising while using an app in that location.
Geoconquesting is another method under location-based marketing. Brands use the geoconquesting method to reach audiences that visit their locations which are seen as competitors. For example, Burger King would use geoconquesting to run a campaign offering the one-cent whopper to customers that had their app open when they visited a McDonald’s location. This tactic helps especially when gathering user’s previous behaviour.
There are also other tactics such as Proximity Marketing and Privacy and location-based marketing. This goes back to our previous point of ensuring that when taking advantage of user location, whether received from a GPS or other that they know they have opted in to share location to help serve advertising. The data should always be aggregated and anonymized, to prevent any individual tracking.
There are different marketing strategies that can be used to ensure that your campaign is successful.