Leveraging location-based marketing helps marketers create and grab real-time opportunities. We discuss how it will impact marketing strategies in 2019.
Location-based marketing (LBM) typically takes advantage of the geolocation of a customer (usually via a GPS-enabled device) and uses techniques like Geo-fencing, Geo-targeting based on user input, Geo-conquesting, Geo-exclusion, etc. to send personalized and relevant messages at the right place, at the right time to the right person.
Wondering what Geolocation is? In our previous article, we touched upon what geolocation means and how it is used in targeting and advertising.
How Will Location-Based Marketing Up Your Marketing Game in 2019?
1. Augmented Location
Today’s tech-savvy, always online, and the mobile customer expects valuable and contextual messages that address their ‘current’ requirement. It is no longer enough to use ‘pin-location’ to send out notifications to customers; rather marketers have to ‘augment’ location within the context of user data to create ‘smart notifications’ (marketing messages) for a richer experience.
2. Beacon Technology
Though beacons have been around for a while, this technology has taken time to mature. Beacons are installed to send out signals to mobile devices within a range of a few meters to target messages to devices in close proximity.
Beacons offer opportunities such as location targeting, customer mapping, visit tracking, targeting with related products and cross-selling. They can also guide users in big shopping centers, offer rewards and send promotional messages.
Also Read: 5 Ways How Beacon Technology is Helping Brands Transform Marketing
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