Intel co-founder Andy Grove defines an inflection point as an “event which changes the way we think and act.” Mobile marketing has arrived at an inflection point.
Closing the gap between the real and digital worlds is no longer a distant fantasy, but a tangible reality for forward-thinking marketers with the right toolkit.
There’s never been a better time for mobile marketers to turn novel ideas into opportunities, especially when it comes to connecting online and offline worlds with location-based marketing.
What is Location-Based Marketing?
But first, what is location-based marketing? It’s basically a software service that allows marketers to send relevant messages to their users based on real-time geographic location.
Marketers use this geographic data to send out timely and relevant content based on their location – anything from nearby entertainment options to promotional coupons for stores in the vicinity.
Using Location Based Marketing to Drive Conversions
How can you turn location data into opportunities to win consumer mindshare, clicks, and conversions?
Using real-life examples, we’ll explore practical ways to apply a location-based marketing strategy to four key marketing goals:
Improving the Customer Experience
Prompting In-Store Visits
Improving Audience Targeting
A common question we hear among mobile marketers is: how do you send a well-timed opt-in signal, push notification, or promotional offer that users find helpful instead of distracting or annoying?
Here are a few simple ways you can use location-based marketing to create meaningful encounters that capture attention, fuel interactions, and nudge passersby to convert.
How Location-Based Marketing Can Improve the Customer Experience
Capture Feedback at the Right Time
When are Colombia Phone Numbers List users primed to give valuable feedback? The moment their interaction with your brand comes to an end – whether that’s when their flight touches down, the credits start rolling on their movie, or they’re walking from your store to the parking lot. They’re reflecting on how they feel about your brand. Even better? They’re seated, waiting to start the next part of their day.
Send a push notification asking a short question like, “How did you enjoy your experience with us today?” Try letting users reply with an emoji for an instant emotional response that requires minimal effort. There’s no better time to engage a captive audience.
Context based push notifications
Remove Friction from User Journeys
What’s more, location-based targeting allows you to get rid of printed forms, improving the customer experience (as well as reducing your carbon footprint). By sending location-based notifications right when users leave, you become instantly more valuable to them.
For example, a health insurer reminding a patient leaving their hospital to process their claim in the app. They don’t have to pick up the phone, wait for snail mail, or even write a check.
iPhone Insurance Notification
Steer Users in the Right Direction
Location intelligence can help you connect with local foot traffic and help crowds navigate straight toward you based on their current location.
Think push notifications with detailed transit information when a user enters a subway station. Or information on artists and acts sent to a user upon entering a music festival. Or hyper-local offers for nearby restaurants.
Geofencing provides endless opportunities for reaching out to the right people, exactly when they want you to.
Event Navigation Notification
Location Based Marketing Can Prompt In-Store Visits
Increase Brick-and-Mortar Traffic with Location-Based Promotions
Need to increase in-store experiences, interactions, and purchases? Send a promotional message just as your app users pass by and entice them to visit your store.
You can trigger push messages based on either granular distance from your store or physical location, so that all customers within a certain distance receive a timely, relevant offer. Highlight convenience, tempting discounts, and the value of an in-person experience. As you know, getting them in the door increases the likelihood they’ll see something else they like in addition to what they came in for.
Humans are creatures of impulse and opportunism. Capture the attention of customers at a nearby restaurant to let them know your ice cream shop or wine bar is the perfect complement to their meal.
Dining Reviews Notification
How Location Based Marketing Drives On-Site Transactions
Upsell with Last-Minute Urgency
One of the best ways to engage app users is by meeting their needs as soon as they arise.
Airline passengers are a prime example: imagine you’re running late for your flight, and as soon as you enter the airport you receive a push notification with a “skip-the-line” or quick boarding service. By making the customer’s life easier, your mobile marketing campaigns soar.