Smartphones and Internet-enabled handheld devices are the most frequently used tools by modern customers to browse their favorite Web sites for online shopping. No wonder location-based marketing is providing a great boost for many online businesses.
Essential features of location-based marketing
Location-based marketing is essentially targeted at encouraging prospects to visit your business Web site. Increased frequency of site visits by customers is sure to enhance conversion rates.
No marketing activity can succeed if you have no knowledge about customer profiles in terms of their preferences, demographic details, and details about their locations.
The crudest example of location-based advertising practiced by TV ad gurus is use of regional language while airing jingles. It’s a whole new ball game when you are applying the tactics of location-based marketing in the domain of online business.
First and foremost, you need a highly resourceful solution for smart distribution of data. The software should have the capability of altering the marketing communication that is relevant to particular locations. Armed with robust information about customer preferences, you can customize your marketing messages to fit the location.
The process of smart advertising makes your customers feel special and improves conversion rates by leaps and bounds. The best way to understand the significance of location-based marketing is delivering special promotion ads to prospects that are within a specific range from your store and backing them up with directions as well as click to call features.
Following are significant features of location-based marketing solutions:
- Greater efficiency with a personalized touch
- Focused targeting with a well-defined audience
- Perfect timing for higher conversion rates
Location-based marketing is not a new concept because Geo Aware advertising was used more than a decade ago for targeting audiences based on their mobile locations. This can be used for engaging customers who are in proximity of a specific business location such as restaurants, boutiques, and so forth.
One can target specific geographical boundaries at predetermined times to increase brand conversions. If there is a huge sports tournament being held in a particular town, then you can advertise your sports accessories to those in the same area.
This concept of geo fencing can also help stores in shopping malls. A restaurant can send ads around lunchtime to all prospects in that particular mall by offering extra discounts or freebies.
Compelling benefits
Mobile ads are highly cost-effective in comparison with conventional media such as print, TV, and so forth. These are highly relevant to small and medium-sized businesses with a compact target audience.
With an exponential rise in the number of smartphone users, location-based advertising is gaining immense significance. This is further boosted by the frequent location sharing by mobile users who regularly use social media to update their locations with their near and dear ones.
Mobile can be an extremely useful platform for targeting specific prospects based on their locations. With the availability of smart solutions to acquire and leverage data regarding locations and the advent of state-of-the-art techniques such as geo fencing or hyper-contextual targeting, location-based marketing has become more relevant than ever.
If you do enough f homework to design a perfect targeting strategy and execute it properly, then location-based marketing is sure to drive hordes of customers to your website.
