Of all the marketing trends out there, location based mobile marketing will have the best returns this year. Learn what it is and how it’ll help business now.
“Location, location, location.” It’s an essential part of success in business, and there are new ways to apply it to a customer base that is always on the go.
77% of Americans now own a smartphone, and many consider it indispensable any time they leave the house. The sharpest growth is happening among those 50 and older and among those in lower income brackets.
As a result, in 2017 an effective marketing strategy about more than where you are located. It is also about engaging your customers wherever they are located. Location based mobile marketing is the way to boost your business.
Understanding Location Based Mobile Marketing
Location based mobile marketing is about deducing a consumer’s intent or interests based on where they are. You determine where someone is using the GPS data on their phones. You then serve them relevant ads or messages to get them to take a particular action.
People consider their smartphones a vital tool and take them everywhere. As a result, this type of marketing can be very effective. Your goal is to target prospective customers and influence their behavior based on where their cell phone indicates they are.
One example would be setting up a geofence. Consumers with a smartphone and your store’s app would get an alert if they came within a particular radius of your store. You could notify them of a great deal, promotion, or new product.
This strategy requires people to keep your app on their phone and to keep location services active. To encourage this, you need to communicate the benefit of the service clearly. Your customers will respond best when marketing is strategic. Be sure notifications are not overwhelming.
Send Offers While Customers Shop
The clearest way to know a consumer is interested in your products is if they are already in your store. While customers will often brush off help from a sales associate, studies show that 72% of consumers respond to a marketing message if they are within sight of the business.
You can use this to your advantage to highlight the sales and specials in your store to browsing customers. Using indoor beacons or GPS along with your app, the software can know exactly where someone is in your store. As someone walks past a display, your app can send a super-targeted offer about that product.
Making the service valuable to the consumer is an important part of making this strategy useful. Offer notifications in conjunction with flash sales, gifts, or early access to new inventory. Your shoppers will be much more likely to opt in if they are benefiting from the service.
Offer Coupon Codes to Customers Nearby
If someone has your app on their phone and is near your store, you want to encourage them to come inside. As mentioned above, you can set up a geofence and send notifications to those who pass into your radius.
An on-the-spot push notification can encourage a customer to consider shopping at your store, even if that wasn’t on their mind before. Giving a coupon code, especially a time-sensitive one, can be especially compelling.
Imagine being a frequent customer and you get a notification when you get within 1000 feet of the store. It says, “For the next hour, use this coupon code to get 10% off any purchase!” You would be far more likely to go to the nearby retail outlet and at least browse, if not buy something. That’s the power of location based mobile marketing.
Target Customers When They Are Near a Competitor
Gaining and keeping as much market share as possible is important to all businesses. As a result, you can also use GPS and geolocation to target consumers that are near a competitor’s location.
Perhaps your app is set up to send a “deal of the day” to customers with your app that come within a half mile of a competitor’s location. This is even more helpful if your store and your competitor’s store are near each other. You can influence shoppers to come your way instead of going with the other company.
Offering a coupon code to customers who are near a competitor is an excellent way to keep your business top of mind. It can also improve your competitive position in your local area.
Offer Customers Genuine Value and Respect
The only downside to location based mobile marketing is that a user can choose to turn it off. If shoppers don’t keep your app on their phones, or they decide to disable location tracking within your app, you won’t be able to share your best deals.
To avoid having this happen, be sure the customer understands the value they are getting from using your app with location tracking enabled. You can offer incentives, bonuses, extra coupons, sneak peeks, and much more.
You can also point out that using your app this way allows them to save money on the things they already love. Reinforce this by running deals on popular items, using the app to announce that you have updated the clearance section, and more.
Secondly, be sure to show your customers a lot of respect. They aren’t your cash cow, they are human beings with a choice in how they spend their time and money.
When you target them with appropriate ads at the right times, they will love it. If you overload, bombard, or spam them, they will remove your app before you can say “great deal.”
Don’t Overlook the Power of Mobile
People carry their mobile phone with them so much that cell phone addiction is becoming an increasing problem for many Americans. As a retailer or small business, you can’t afford to miss the power of location based mobile marketing.
Being able to connect with your customers no matter where they are has taken the adage of “location, location, location” to a whole new level. Mobile marketing is not optional if you want to succeed. It’s essential to know where your customer is in relation to your store and reach out to them with strategic, useful, and targeted marketing.
If you’d like to harness location based mobile marketing, we’re here to help. Our services can help you get your information onto the smartphones of customers who want to hear from you. To learn more, contact us today!