Consumers expect to find what they want and need at the click of a button. For brands, this means having a clear understanding and insight into where their consumers are, where they have been and where they are going, to help give strong indicators into user intent.
It is important to meet mobile user expectations with the right placement and timing of adverts and ad messaging. By using the power of real time location, marketers can finally stop the guesswork and efficiently reach the right audience based on the actual places they visit, in turn influencing where they will go next. Creating ads that feature location messaging and proximity targeting can drive an increase consumer engagement.
The concept of location based marketing (LBM) is simple and something marketers need to understand and implement as soon as possible. Using and adapting marketing strategies to mobile, allows marketers to target mobile users by their geographic location, in real-time.
Now is the time to utilise this relatively new concept of consumer behaviour. To truly understand what their interests and motivations are, you first need to understand where they spend their time on a daily basis, over the period of a month.
In the UK, 59% of the population are smartphone users and 60% of those users complete online purchases from a mobile device. Over the past few years, mobile has proved it really is the part that connects online and offline experiences together. Mobile allows consumers to be on the go and still stay connected. As a result, it enables brands to communicate with their customers at local level, be it a nationwide brand or a local business.
Marketers are constantly looking to achieve new levels of personalisation, accuracy, relevancy and transparency in their campaigns. The insights which LBM can uncover allow brands to tailor their campaigns to be more powerful and help marketers reach people based on where they are.
Combining LBA with programmatic brands can leverage location with excellent precision. By including LBM into your campaign strategy you can strengthen customer relationships and intensify brand loyalty. Over time, those brands that have implemented LBM can start to build a picture of their current and potential customers. This data is the core to building personalised messaging that will make a customer feel valued as an individual, rather than part of a target market segment that a brand mass marketed to.
Some people may feel LBM is invasive, it can be, if done incorrectly. Location based marketing works best when ads are convenient and people are shown what they are actually interested in. As mentioned in a previous blog, ad blocking remains a significant threat to the advertising industry so it is important now more than ever to deliver relevant ads to the right people.
With LBM, in essence, you must focus your attention on loyal customers. These are the customers that you have data about and those whom have chosen to opt in to receive your communications. When a loyal customer enters the location you are targeting, imagine if they received a personalised push notification on their mobile about an offer you are running instore or online today. How could they not be tempted to visit or log on to check it out?
It is only a matter of time before all marketers are attracted by the opportunity to achieve more relevant and engaging campaigns through new personalisation techniques like location based marketing. So get ahead of your competitors and start today. To find out more about location based marketing please contact our team and we will be happy to help!