Over the past few years, internet use has become incredibly prevalent. Statistics show that as of 2022, five billion people are using the internet. Out of five billion people, approximately 92.4%
use a mobile device. With that said, there’s much to gain by engaging in mobile marketing. It’s not going to be easy, so you must utilize various strategies. One particular strategy that you may
have heard of is geolocation.
A Brief Overview Of Geolocation
Geolocation is the use of technologies like IP addresses and GPS to pinpoint the location of devices. It can be helpful in various circumstances. For instance, geolocation can help users
figure out the best route to their destination via a phone tracking app. Smartphone manufacturers also employ geolocation for services like Find My Device to locate lost or stolen mobile devices.
Geolocation is also widely used in surveillance apps. Whether you want to keep track of your
family or let your loved ones know where you are, you can use these apps. So, if you’re on the lookout for such an app, Eyezy is a good one, specifically for parents who wish to protect their children. Though tracking and surveillance were the original intent behind geolocation technology, recently, it has become a trend in the marketing business. Of course, this was not without reason.
Leveraging Geolocation For Mobile Marketing
Geolocation marketing takes a person’s physical location data, typically a prospect or customer, to effectively promote a business. The main idea behind this is to personalize marketing efforts. Suppose you have numerous branches within the state of California, each one having different sets of products and services. Usually, when creating marketing materials for prospects to see, you’d promote your business’ offerings in general. It, unfortunately, can be ambiguous as customers have no way of knowing what products and services a specific branch offers. With geolocation, it’s possible to provide marketing materials on a specific branch closest to your prospects. But does this improve a store’s marketing efforts at all? You may ask. Read on to know.
Why Should You Implement Geolocation Mobile Marketing?
Geolocation isn't the only strategy you can use for mobile marketing. Other methods that are often easier to implement include SMS and MMS marketing. However, geolocation offers several benefits that one cannot find in various marketing strategies, below are a few examples:
1. Laser Target Your Prospects
Perhaps the most evident merit to geolocation mobile marketing is laser targeting. More specifically, it allows you to choose the region you want leads to come from.
Suppose your business operates in California. If that’s the case, you can choose to create a pay-per-click (PPC) ad targeting Los Angeles, San Diego, or any city of your choice. This flexibility provides you with more options for your marketing efforts.
2. Reward loyal customers
Establishing yourself as a business that rewards loyal customers is one way to promote your establishment. However, a system that gives incentives like discounts is hard to implement. A part of it is because you must first differentiate between a loyal customer from an ordinary one. This is where geolocation technology comes into play. Geolocation can help tell regular customers apart from one-time visitors by counting the number of times their device has been detected within the vicinity of your store.
3. Extract useful KPIs
Key performance indicators (KPIs) are information that allows you to measure performance. Marketing KPIs, in particular, can help you determine the flaws in your existing strategy and make changes appropriately. And geolocation happens to be one of the technologies that allow you to gather potentially insightful KPIs. Examples of KPIs that geolocation technology can track are the number of returning visitors, the number of regular customers, and the region with the most customers. With these pieces of data, you can maximize the efficiency of your marketing efforts. For instance, you can focus your funds on the region that’s producing the most customers.
Different Approach To Geolocation Mobile Marketing
While geolocation does have a singular theme, there are several ways to implement the
technology. Of course, each approach has its own merits. Below are some examples of these approaches:
- Location-Based Search Results
When creating pages, it’s possible to set it up in a way that is likely to appear on the search engine page results (SERPs) of users in a specific region. For example, you can make your painting business page show up only to those within California.
- Geo-Targeted Ad Campaigns
You can also go beyond just search results and create an entire ad campaign targeting
people that fit your geographical criteria. For instance, you can create a PPC ad campaign
for your cosmetics products that target women that’s been to salons.
- In-App Notifications
If you already have an app for your store, it should be possible to leverage geolocation to
your advantage. You can, for example, make the user receive a notification whenever
they’re at least in the vicinity of your store. This notification can be anything from a
discount, coupon, or information on a new product. Either way, these notifications should give your customers a reason to visit your establishment.
Parting Words
Geolocation in itself is already a rather powerful technology. Hence, it makes sense why even the marketing business has found a way to leverage it. It may be a complex technology to use, especially for marketing, but its benefits are plentiful. Not only can you maximize the efficiency of your marketing efforts, but it can set you apart from your competitors, too. Therefore, putting time and effort into this strategy is almost always worth the while.
