With the rise of mobile device usage, location has become one of the biggest factors in marketing. It gives birth to location-based marketing (LBM)–a complex of tools and promotion strategies that leverages users’ current or past locations to display relevant content to them.
Location-based promotion campaigns combine marketing efforts and software development services focused on the implementation of cutting-edge tools, namely AI, ML, and so on, into mobile apps.
With all the advanced technology available today, the task of getting a deep-level understanding of customers’ needs and satisfying them has never been more realistic and financially promising.
Let’s check out some recent location-based marketing methods, how to start applying them in a marketing campaign and what to expect.
While location-based marketing enables advertising on a city- and area-wide basis, hyperlocal marketing helps pinpoint customers within 1–3 meters of their individual locations in a geographically restricted area.
As a result, you target a very specific niche customer for your business and tailor your marketing campaign specifically to them.
Hyperlocal marketing is used for targeting customers conducting near-me searches on their mobile devices and driving foot traffic to a physical storefront.
When a customer looks for the nearest bookstore, coffee shop, or post office, he needs the most relevant and accurate results here and now–and hyperlocal ads are the right tool in this case.
Another use case for hyperlocal marketing is connected with the “research online, purchase offline” trend, also known as ROPO.
Customers want to know what they buy: 54% read reviews before buying online and 39%–before in-store purchases. Providing the information they need at the right moment can dramatically increase sales rates.
The Whole Foods supermarket chain uses a whole range of hyperlocal marketing tools:
As a result, the retail giant achieved a 4.69% increase in post-click conversion rates for its mobile ads and stood from the competition.
That means augmenting location with interactive and useful digital content attached to geo-based markers.
When the attention span is reduced to 8 seconds, companies are fighting for their customers’ attention. And if the latter don’t want to spend time reading long reads about the benefits of a product or service, a company will demonstrate it, using the AR technologies, and win the customer’s attention.
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Product manufacturers and retailers from numerous industries have a range of successful AR-based marketing use cases:
Smart spaces are physical environments that allow individuals to engage with interconnected networks supported by Google Home or Amazon Alexa. Customers also target themselves by including smart products in their lives.
Smart products allow manufacturers to monitor their customers and more opportunities to display ads in a non-intrusive way since the device is already around them.
Once smart spaces get more incorporated into our every day’s activities, marketers can use a range of tools to motivate customers for future purchases:
Smart spaces depend on voice assistants as this is the feature that makes all the marketing efforts non-intrusive, yet highly efficient.
Any voice platform used in marketing includes the development of the following components:
The next step is adapting your marketing efforts and making them voice-first:
Location-based advertising amplifies the marketing game. In a world where 60% of consumers agree to share their personal data in exchange for clear benefits, marketers should be ready to collect location data and use it for further promotional purposes–once they know how to send relevant information and provide an engaging consumer experience.
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