![]() Beacons are excellent for spaces with poor reception, such as department stores. This technology pinpoints exactly where customers walk within the space and can market to them accordingly. Beacons are small devices placed in specific physical areas, designed to receive data from Bluetooth signals in smartphones. Beaconsīeacons are the most specific form of geolocation marketing. Although this type of geolocation marketing is perfect for business owners who want to attract foot traffic, it is less effective for either very wide or very specific marketing campaigns. With geofencing, marketers use a smartphone’s GPS location instead of its IP address, something which allows them to both pinpoint customer location and follow it as it moves. Geofencing can also be used for whole cities. On this level, marketers can target smaller areas of customer activity, such as specific neighborhoods or streets. ![]() Because IP addresses can’t target audiences precisely, this level is best used for broad marketing regions such as entire cities or states. In this format, marketers track a web browser’s IP address. Geotargeting is the most broadly based form of geolocation. Geolocation involves three different levels of audience targeting, as described by Mobile Marketing Watch. Marketers seeking to take advantage of these opportunities should be familiar with the types of geolocation tools available. The technology also allows businesses to improve their search engine rankings by taking advantage of geographically based review sites such as Yelp. ![]() With geolocation, businesses can effectively track check-ins and gain tangible results on customer traffic and sales. Businesses can also effectively take advantage of impulse purchasing and can even out “bumps” in the sales day, reducing periods of inactivity in the day. By using geolocation marketing, businesses can effectively convert both foot and online traffic into new customers at brick-and-mortar locations. Perhaps one of the best benefits of geolocation marketing is the ability to target potential new customers. When marketers track the frequency of their visitors, they are better able to provide incentives such as discounts, preferential treatment to regulars and recognition. Social media technology can actually increase sales and promote loyalty. In doing so, they can predict behavior and increase brand awareness. Geolocation technology that monitors social media can allow marketers to track this data. Mobile technology allows current customers to check in to businesses they visit, write reviews and discuss products. Information acquisition about current customers This exponentially increases the effectiveness of any marketing campaign. Geolocation allows marketers to connect with customers in close physical proximity to their business. ![]() Geolocation provides businesses with certain advantages: Highly targeted audiences While all these techniques are useful, geolocation provides special benefits to marketers. Quick-response barcodes (QR codes) offer business information to customers who scan a barcode with their mobile device camera. Multimedia messaging services (MMS) are similar to SMS, except they include additional media such as videos or images. Short message service marketing (SMS), for example, allows companies to send text messages to customers about products and services, without the benefit of knowing where they are. Businesses can then use this information to gain insight into the locations and spending habits of potential customers. Information on customers’ whereabouts are collected via a satellite or cell tower. Geolocation marketing is the practice of using a customer’s physical location to inform a business’s advertising strategy. As an innovative approach to the field, geolocation can help businesses increase the efficiency of their marketing efforts and optimize their profits. Geolocation is a marketing method that seeks to use mobile technology to push local sales. For the first time in history, more American adults use mobile devices than traditional computers when searching for local products and services, reports the Local Search Association.
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