Written by Christian Geissendoerfer – Digilah (Thought Leadership)
Here we are in today’s world of Marketing 5.0, where technology and digital transformation play a significant part, it is essential that marketers leverage this to address customers’ needs and truly make an impact with their marketing strategies.
Over the past decades, the older approach to marketing at the local level has undergone a paradigm shift. Businesses are all required to adjust and adapt new technologies to keep up with the dramatic shifts in consumer behaviours.
Increasing brand awareness and position in the hearts of consumers has become extremely difficult, particularly in today’s fiercely competitive market.
- How to increase revenue?
- How to interact and attract customers to shop?
- How to optimize marketing activities?
Those are problems that keep every business owner up at night but have yet been solved.
So how do businesses step up their marketing game? By integrating technological tactics to deliver their messages to target customers at a granular and personal level. In this article, we would like to discuss a new marketing strategy that is Location-based Marketing.
How does it work?
Location-based marketing is the technology of using location data that is shared from GPS, online transactions at shopping malls, grocery stores, or photos. Using this data, marketers will be able to reach their desired audiences with more relevant advertising and content.
Location-based marketing works great for any and all retailers, brick and mortars, restaurants, and small local businesses. It is the best fit with these industries because of customers’ physical footprint, which synchronizes with location data. Based on their actual previous customers, marketers can create an exact set of lookalike audiences for their strategy, thus retargeting and driving those customers to return and increase loyalty.
Let’s take a deep dive into the reasons to use Location-based marketing.
Attract more customers and increase engagement
Location-based marketing can help attract more customers by bringing a business to the users at a time when they are interested in purchasing that business’s product/service. For example, there is a gym and its customers are people who live in that area. What they can do is to create ads on Facebook and limit the range to people in this area, which increases the potential customers for their services.
Build trust relationship between your target audience and your business
When selecting a target in a specific location, you can include in the advertising information about your business for the target based on the specific characteristics they represent in that area. The content should be relevant and help them feel more connected to your business. From there, nurture their beliefs with your business.
Increase profits from Active Marketing
The ultimate goal of the business is to increase sales and profits through marketing activities. Collecting, analysing, and using location data can help businesses entice more people to participate in promotions, helping to optimize marketing.
To conclude 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 data in their marketing and ad campaigns, and 94% plan to in the future.” Hence like with any technology the key with location-based marketing, is to test, measure and refine.
At YOOSE, we combine cutting edge technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of mobile advertising. Our location-based marketing solution is tailored to deliver the most impactful campaigns and ensure the best ROI for our customers.