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Nicola Björk

United Kingdom

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How Can Location-Based Marketing Boost Real-Time Engagement With Customers?
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How Can Location-Based Marketing Boost Real-Time Engagement With Customers?

April 2, 2021

Smartphones and mobile technology have changed the entire structure of digital marketing. These smartphones are equipped with tracking features that can provide the geographical location of a person with pinpoint accuracy. This incredible feature has changed the thinking of digital marketing. Large and small companies are increasingly using location-based marketing to reach their customers more accurately. Location-based marketing enables customers to find out an advertisement for a product or service that is located nearer to them. When people are accessing social media platforms like FacebookTwitter, etc, smartphones update the location of the person in the social media profile automatically. These social media platforms can track the location of the people based on the location provided by their smartphones.

When a company boosts its ad for a particular location, social media sorts out the profiles that go underneath the same parameter. Therefore, once a person from that particular mentioned location opens his social media profile, there is a maximum number of chances where he will be able to see the advertisement boosted by the company. Location-based marketing always boosts the number of post engagement of an advertisement on social media. the five ways how this location-based marketing brings more post engagements for the company. Using location-based digital marketing strategies can help retailers to identify and track the proper location of their actual customers.

How location-based marketing is boosting real-time engagement with customers?

Marketing based on current locations

With this new technology, companies can track the pinpoint location of the customer. That allows them to send the customer a triggered message with some coupon codes or discounts from the nearby stores. For example, a company finds that one of its customers is now at a particular location that is very close to the store. What they can do is to send him a notification or a triggered message inviting him to the store by offering a discount for a limited period. That will bring the interest of the customer and he might visit the store once. This pinpoint location-based marketing also gives the data to the companies regarding how often the customer visits that place. This type of marketing helps the company to bring more and more customers to their stores and that increases their sales figures. On the other hand, the companies also need to put the pinpoint location of their stores on the map. So that, whenever the customer searches for something near him on the map, the store location should arrive with proper direction. In most cases, the customer changes his mind and visits the store.

Micro-moment marketing

Based on research, it has been seen that more than 60% of people in the world use their smartphones for more than 4 hours every day. It has also been noticed that most people open their smartphones twice every hour. When they do look into their phones, it’s not for long and it’s called a micro-moment. This can be a great opportunity for retailers and companies to grab these micro-moments to reach closer to their customers. When a person is thinking about something or wanting to avail of some sort of service, he or she first searches that on the mobile. This is the moment when the company can present itself in front of the customer by reaching the top of the search results. To do that, companies must engage more actively online and ensure that their published content is responsive for mobile and other devices. They should post more engaging content and blogs, be more active on social media platforms such that it helps the search engine to optimize the website and bring it to the top of the search results. The companies can also boost their post in the search engine based on the location. So that when the customer searches for that particular product or service from his location the company’s website link will come to the top of the search result as an advertisement. This is how the companies can grab the micro-moment to come faster and closer to the customers.

Location-targeted mobile ads

Almost all the search engines and social media platforms have services for location-targeted advertisement facility that allows the advertisers to run their ad campaigns and resources to the local areas. There are different parameters such as the advertisers can set their geographical location of the ad based on a country or a state or a particular city or even to some specified ZIP codes. Zip code-based mobile ads have become very popular in today’s world. The advertisers are running their ad campaigns by specifying some particular zip codes that are located nearer to the store. If you select an entire city or state for your ad campaign then there will be all kinds of people within the range of the campaign and the main motive of your ad campaign will not be fulfilled. But mentioning the zip codes will specify the customers. And it will help the customers as well. This type of marketing can also be used when the company opens a store in a new location. Location-targeted marketing and mobile ads will let people know about the new branch of that company. This new strategy of geo-targeted mobile ads also helps the customer to find and reach the nearest store locators easily.  

Customer experience and geolocation technology

Geolocation technology has helped sellers to value their customers. With this technology, the sellers get to know what the customers want. Based on that experience and feedback provided by the customers the sellers can modify the buying options and offers for them. For example, a food delivery company notices that customers from a certain location are facing problems with the food delivery option. The company has found that most of the orders from that location are customized. Based on that customer experience the food company launches an offer for the people of that particular location using geolocation technology. They offer the customers an easier order process and allow the customers to book pre-orders before reaching the food delivery center. That helps the customers to avoid long queues. They can also make the payment online by scanning the QR code. After a few days of launching this new offer, the company observed that the number of orders from that particular location has increased gradually. This is how companies can value their customer needs by using geolocation technology. It will become helpful for both the seller and the customer to go through a hassle-free buying process. This technology also helps the sellers to know about the characteristics of the customer.  

Identify your actual customers

Mobile technologies have become so advanced that retailers are able to identify who their actual consumers are by using their mobile devices. There are two kinds of consumers – one is the people who search for different products all the time but do not buy them in actuality and the other people are the serious consumers who search for a product or service, make a tally with the competitors, and buy the best one at a reasonable price. Modern technology has allowed identifying these actual customers by studying the nature of their searches and further actions. Technology provides different kinds of data to the advertisers based on the characteristics of the users, demographics, and other key insights. This data helps the retailers to find and identify the exact consumers of their products. Actual customers cannot be defined by just only tracking the location of the devices. It studies the behavior and movements of the customers thoroughly and then decides who are the company’s actual customers and who are the fake ones. With all this important data collated by the search engines, the retailers can decide where to run their ad campaigns.

Final Thoughts

Modern technology is sophisticated enough to help retailers can accurately pinpoint a customers’ location and direct them to the nearest business point. Smartphones are everywhere and technologies like 5G, geolocation, beacons are making it possible to acquire new prospects more effectively and engage customers more actively. At Alkye, our digital marketing services are designed to cover every marketing need of our clients to help them reach their target audience and grow their business. 

Customer experienceDigital MarketingGeolocation technologyLocation based marketingMicro moment marketingMobile technology
Nicola Bond

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Nicola Bond

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