Have you ever visited a mall, or maybe a restaurant chain, connected to the free Wi-Fi and then got bombarded with marketing? Things like store maps, offers and coupons popping up on your phone while you’re in a Westfield shopping centre? Turns out that’s a thing now. Businesses are using mobile devices to connect with potential customers.
Location-based marketing (also known as proximity marketing or geo-location marketing) uses cellular technology to send marketing messages to smartphones that are close to a business. These ads can be sent to you through Wi-Fi, Bluetooth, geofencing, mobile browser or NFC. For example, with Wi-Fi, the audience is limited and only reaches those who are connected to a Wi-Fi hotspot. If you’re connected to Westfield public Wi-Fi and walk towards Myer, you’ll likely get find some promotions and offers popping up on your phone. It’s a good way to draw in those window shoppers!
Here’s a useful infographic by Choice Loans that explains what location-based marketing is:
Want to try location-based marketing?
There are lots of different tools you can use to run a location-based marketing campaign. One of the most popular ones is a service by Google called Nearby. It allows businesses to find nearby smartphone users and send them marketing messages – without the users needing to download your app.
Is it worth doing?
There are lots of benefits of giving this form of marketing a go. It’s more cost-effective than traditional marketing. And it connects you with customers in real-time, giving you a new way to engage and involve them. Customers are all about personalisation and convenience these days. They’re willing to share their location details and get relevant ads on their devices. Make the most of this interconnectivity while you can by designing targeted promotional campaigns.
Marketing tools give you real-time analytics and data, so you can find the best way to connect with your customers. You get the whole customer journey documented for you. And this gives you a better idea of buying patterns, customer behaviour, preferences and so forth.
As location-based marketing gains momentum, we’ll likely start seeing even more brands use cellular tech to send marketing messages. This means better ways to communicate with your customers – and a more positive impact on your bottom line as a result!