What is your mobile marketing strategy? Try Location Based Advertising
If you want to send the strongest sales message you possibly can to your customers this holiday season you want to include mobile in your marketing mix. Location based advertising is mobile marketing at it’s finest. Location based advertising is placing your marketing message with most relevant timing & placement in mind to mobile consumers. The go to’s in location based advertising strategies is either trying to get customers to return to your store via geofencing or location aware messaging from with or without application engagement or in-store engagement to promote sales to the mobile savvy. There are stark differences when promoting mobile engagement via indoor or outdoor since customers are in a different buying mind set. Here are a few differences in the technologies and strategies for these two location based advertising techniques.
Outdoor – Geofencing or In -App Location Aware Messaging.
Geofencing for location based advertising is mainly accomplished via GPS or Cell Tower Triangulation. The two types of targeting both have strengths and weaknesses, but overall they get a relevant message in front of a customer at a relevant time. Engagement happens in two different ways both requiring the consumer to initiate the conversation via opt-in or a download of an application. This location based messaging occurs by SMS or through in app push messaging or display. Geo-aware messaging has shown to be a huge success for creating foot traffic and buying actions. According to a survey by Millward Brown 80% of mobile consumers are willing to exchange their location for a relevant SMS or push marketing message they have opt-ed in for because of product or brand interest.
Indoor Mobile Communications – In Store Navigation & Messaging via The Following Technologies
- Wifi – After a customer enters your store chances are they will pull out their phone at some point to look at something. Wifi networks provided by retailer free of charge are being used more and more by consumers to help from draining their own data plan. While a customer is showrooming to find the best deal possible using your Wifi services you can push special messaging their way from the initial terms and conditions page of their opt-in using the free wifi services. A negative is in this use of indoor messaging is not all customers join a Wifi network.
- Bluetooth – This use of bluetooth or low energy bluetooth (BLE) can be used by placing special beacons in various locations of the store and transmit messaging to Bluetooth enable mobile devices. This method will be interesting to watch with new capabilities including iBeacons from Apple. The negative- is users must have device enabled.
- NFC – Near Field Communications rely on the mobile device to have NFC technologies these communications can transmit information to device in close proximity. The down fall- no iPhone customers can use NFC technologies.
- Mobile App – In store navigation and messaging is gaining ground through mobile marketing community. Whether it’s a company’s branded app or an app for many company’s locations they all will use one or combinations of the technologies above .
Whether your marketing goals are to reach mobile consumers walking across the street into a geofence or down a store aisle location based advertising is the most relevant way to engage them to promote buying action. For more information on starting a campaign contact us today 1-855-554-4900.