Which Two Location-specific Services Can The Gps Feature On A Mobile Device Offer? (Choose Two.)

"Location" has become an indispensable office of our everyday life. We tag Instagram photos to testify cool locations nosotros've been to. On Facebook, we bank check-in to our favorite coffee place. We share our location with restaurants to get food delivered. About i/3 of our mobile searches are location-related.

It's no wonder marketers are turning to location-based mobile marketing to target customers and go more sales. So if you want your businesses to thrive, you demand to showtime using location-based mobile marketing techniques. In this article, I will explain everything y'all need to know to get started.

What Is Location-Based Mobile Marketing?

Location-based mobile marketing utilizes different techniques to target users based on their location. The well-nigh common ones are geo-fencing, geo-conquesting, and proximity marketing. Each of these techniques uses dissimilar technologies to target users, some of which are GPS, IP address, and beacons. When a user is in a certain location, automated messages and ads get triggered.

Location-based mobile marketing aims to grab the users' attention and hopefully turn them into customers. You exercise that with ads that are location-specific and relevant to the user. Your chosen audience receives notifications on their smartphones or tablets. Location-based ads can also show up if a user conducts a "nearly me" search.

What's important to note is that users first need to opt-in to receive notifications. This includes allowing the app to admission their electric current location. Privacy is a big deal when it comes to location-based marketing.

People are already scared of companies stealing their data and surveilling them. So first, brand certain you always get all the permissions. Otherwise, users volition see you as untrustworthy. And that's not how you want to be perceived.

Why Is Location-Based Marketing So Attractive to Marketers?

Nosotros spend A LOT of time on our phones every unmarried day. That'due south just a fact. We can prevarication to ourselves and pretend that we're non constantly staring at our phone screens, but let's exist honest… We can't longer live without our phones.

And what's interesting is that nosotros increasingly utilize mobile devices to access the Internet. In fact, the Globe Advertisement Research Heart predicts that by 2025, ¾ of cyberspace users will access it using their mobile devices.

Marketers are very aware of that fact. That's why then many marketing strategies focus on mobile. Location-based mobile marketing takes advantage of the fact that people are constantly using their phones. It means users can be reached anywhere and anytime.

What for Practice Marketers Use Location Data?

Marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. Factual reports that "84% of marketers currently use location information in their marketing and ad campaigns, and 94% plan to in the futurity."

Here what virtually marketers employ location data from their advert campaigns for:

Targeting
Increasing audience engagement
Enhanced user experience and personalization
Entrada strategy
Audience insights
Audience segmentation
Tracking and attribution

Every bit a result, many companies have experienced massive success with location-based mobile marketing. And that's no surprise. It is data-driven, personalized, and relevant to the user. As a outcome, businesses run into an increase in engagement, conversions, and sales.

In a survey done by Statista, 89% of marketers say the superlative advantage of using location-based marketing is sales. Moreover, Businesswire'south written report shows location-based ad campaigns aretwenty times more successful than those that are not location-specific.

According to Grand View Research, the global location-based advertising market was worth 62.35 billion in 2019. From 2020 to 2027, this number is predicted to abound at a 17.4% charge per unit!

By and large, location-based mobile marketing enables marketers to accomplish people at the right time with the correct message. And that's the perfect recipe for a successful advert campaign.

location based mobile marketing

What Technologies and Techniques Are Employed in Location-Based Mobile Marketing?

Permit'due south get into specific techniques used in location-based mobile advertising. I'm going to break downwards each i and explain how they work.

Geo-Fencing

Geo-fencing refers to setting a virtual debate around a specific location with technologies such as GPS, IP address, or RFID. The goal is to show location-specific ads to users who enter that geographic boundary.

For example, a store owner tin can set a digital boundary around the area of the store. When users go within that radius, the store can send them a notification, an offer, or a discount.

Nonetheless, the effect with geo-fencing is that it doesn't consider user demographics. Then when using geo-fencing, every user that enters that specific location will go an warning. That means the notifications will exist generic and irrelevant to many.

Zilch kills engagement more than content that'south not relevant or interesting to the user.

Let's say you ain a kid'south habiliment store. Yous utilize geo-fencing to set a virtual argue around your shop and send a discount to everybody who enters that location. Yes, a lot of people who accept kids will become that discount.

As a result, they might come to your store and purchase something. But many people who don't have kids and are non interested in kid's article of clothing will also get it, just by being in that surface area. In that case, you have targeted the incorrect people and won't become whatever results.

If your goal is to only target the users who run into your criteria, you volition get much better results with geo-targeting.

Geo-Targeting

Geo-targeting uses the same location technologies as geo-fencing. Still, unlike geo-fencing, geo-targeting allows you to target users based on demographics, interest, behavior, and even their purchase history.

This results in ad campaigns that are tailored to your target audience. (If y'all desire to larn how to determine your target audience for a successful mobile marketing strategy, click HERE.)

Then instead of targeting anyone who enters a specific location, you target audiences that fit your exact criteria.

For case, you lot can target men over 30 in the Manhattan expanse interested in cars. Or you can target users who have visited your store in the final 90 days and are currently in the expanse.

Urban Outfitters is a large make that uses geo-targeting well. In one campaign, they promoted party dresses through push notifications in their app. Who did they target? Women who have recently been to a nightclub or bar.

The results?

Conversions increased by 75% and revenue by jaw-dropping 146%!

And then it shouldn't come every bit a surprise that co-ordinate to Statista, location-based mobile ad spend will grow to $32 billion in 2021.

The key is to provide users with a contextual and personalized experience. People wait y'all to understand them, conceptualize their needs, and offering relevant solutions to their bug. All location-based mobile marketing trends are heading in that direction.

Geo-Conquesting

This is where location-based mobile marketing gets fun. Did yous know that you can literally steal your rival'southward customers? Yep, it'southward a sneaky motion, just as they say, all is fair in love and war… And marketing.

The goal is to set up a virtual fence around your competitor'south location and target their customers with ads depicting your products/offers as better.

1 of the about famous geo-conquesting campaigns comes from Burger King. Remember that time when they trolled their rival McDonald's? I'll explain.

The "Whopper Detour" entrada used geo-conquesting techniques to target users inside 600 feet of McDonald's locations. Users entering the perimeter triggered a notification that gave them a coupon for a one-penny Whopper. Plus, they would receive directions to the nearest Burger King.

Ingenious, right? Do I fifty-fifty have to mention that the campaign was a huge hit?

An example of some other successful campaign was Whole Foods, which was a combination of geo-fencing and geo-conquesting location-based marketing tactics. Whole Foods, in collaboration with Thinknear, placed geo-fences around their stores.

Moreover, the company fabricated targeted ads and special offers to users passing past. The geo-conquest office was done past placing geo-fences near competitor stores' locations, informing users of Whole Foods' proximity, and leading them to the nearest Whole Nutrient store. The geo-conquest function, in this example, referred to other stores that sell healthy nutrient or are health-oriented.

Proximity Marketing

The main difference betwixt proximity marketing and other location-based techniques is the targeting radius. While geo-fencing allows you to target huge areas such as an entire city, proximity marketing is perfect for small areas inside 200 ft.

It's very precise and allows you to know users' exact location, even if they're indoors. Technologies used for proximity marketing include Bluetooth beacons, NFC, RFID, Wi-Fi, and QR codes.

Proximity marketing works best for events, museums, bookstores, car dealerships, section stores, etc. You can guide users through your store or give out very personalized offers.

A great example is a proximity marketing campaign from Barneys New York, a department shop. Users who enable push notifications and location info get personalized offers and recommendations for nearby activities and attractions. It drives sales and keeps users in the area.

This is how Barneys approached proximity marketing – o nce the users would grant the app access to their location, they would receive notifications based on their wish lists or shopping numberless.

Also, users' notifications were customized to friction match their well-nigh recent search history on The Window, Barneys' publication. When information technology came to the recommendations for nearby activities, Barneys would provide their users with nearby dining and sightseeing recommendations .

What fabricated this marketing campaign so successful was the fact that Barneys customers would experience like the offers were personal to them. Also, the dining recommendations worked out to balance the advertizement function, so it doesn't experience too pushy. Finally, Barneys made proximity marketing work by making the users feel like they are not even experiencing ads.

Disadvantages of Using Location-Based Marketing

With all of these reasons why someone should utilize location-based mobile marketing, there are some disadvantages to list as well.

Location Opt-in

The first and probably most obvious i is the location opt-in requirement. Obviously, in order to use the location technology, the users have to enable this feature on their devices. And since many people have privacy concerns, they cannot exist targeted this way.

It is important to know that when information technology comes to Android devices with the location opt-in turned off, Google tracks this information anyway. If the user wants to turn this characteristic off completely, they take to manually configure the settings on their smartphone.

Data Privacy

Ensuring user data privacy is becoming more important by the solar day. You've probably heard almost regulations like GDPR and CCPPA. Yous take to brand certain you are staying in line with them. The thing is, these regulations are constantly changing. Y'all definitely don't want to earn a fine for something like that.

Non-Segmented Targeting

If yous're relying on location targeting and using a technique similar geo-fencing, there is a college chance you will waste your upkeep. If you have a large audience in a particular area, this doesn't necessarily mean you accept the right audience. For most businesses, it is a better idea to utilise the geo-targeting technique that segments the users in a specific location to smaller groups. Therefore, make certain to avoid this mutual fault and use additional targeting to find and filter out uninterested users from seeing your ads.

Inaccurate Location Data

When a user enables VPN features on their mobile device, this can crusade disruption in geolocation targeting. Due to this, if the users start seeing inappropriate ads, it can be a complete waste of upkeep.

To Summarize Location-Based Mobile Marketing

Location-based mobile marketing can be a game-changer for your businesses, no thing how big or modest it is. When you send users personalized offers based on their location, conversions and acquirement go upwards.

People want relevant content tailored to their needs, and they don't listen sharing their location to become it. Local Search Clan reports that 70% of users have no result sharing information about their location if they become something valuable in render.

So utilize different location-based techniques like geo-targeting, geo-fencing, and proximity marketing to go more conversions and increase acquirement.

Need more help with location-based mobile marketing techniques? Ask anything you lot want to know in the comments beneath.

Source: https://www.blog.udonis.co/mobile-marketing/location-based-mobile-marketing

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