A General Guide to Location-Based Marketing
When it comes to location-based marketing, there are several ways to approach it.
If you’re starting out, it can be hard to keep track of all the definitions and nuances.
Below, we will cover everything you need to know in order for you to implement location-based marketing effectively.
Let’s get started!
Location-based marketing in a nutshell
As a whole, location-based marketing entails tracking mobile devices with geographical data in real-time.
This is necessary for marketing because you can collect and provide location-based entertainment, information, and even security for consumers.
Location-based marketing is effective because you are able to more accurately target users based on what you know of their location.
Location-based ads versus promotion
As we move from general location-based services to more specific definitions, we can par down our marketing efforts even more.
Location-based ads are implemented primarily to raise awareness of your brand, while promotion is used to actually drive sales campaigns.
Radius targeting (or proximity targeting) is a tool that businesses can use to target consumers based on a certain geographical range.
Using beacon technology, you can install a Bluetooth device at a location that tracks mobile devices within a certain mile radius in order to track precise movement throughout that range.
Geofencing versus proximity marketing
Geofencing refers specifically to the marketing campaigns that are implemented through radius targeting.
The ads, promos, and content that are sent to users within the “fence” is the specific action that defines geofencing.
Geofencing is the act of creating that fence.
Proximity marketing refers to even more in-depth personalization.
It refers to the communication efforts utilized by geofencing.
This is a highly effective marketing strategy, because users in retail businesses can be send offers relevant to their in-store location.
Location-based marketing versus proximity marketing
You know how all thumbs are fingers, but not all fingers are thumbs?
This is the same for location-based and proximity marketing.
Location-based marketing is a wide range of services, while proximity marketing is a more specific form of location-based marketing.
Both refer to location-based targeting, but proximity marketing has a much more specific range of targeting.
Proximity marketing is extremely accurate and can be as small as ten yards around a store.
Geo-targeting refers to targeting specific consumers whose shopping behaviors match certain benchmarks.
It is a form of geofencing.
But while general geofencing targets every users within the fence, geo-targeting only targets the users that meet the specific requirements within the fence.
Geo-conquesting refers to a marketing strategy that attempts to attract your competitor’s buyers via location-based advertising.
They target users that are in the locations of your competitors and sells your products or services with differentiators that demonstrates why your brand is a better option for them.
Location-based conversion reporting
Location-based conversion reporting is a process of tracking conversion based on your location-based marketing efforts.
You can track things like customer entrances and exits, purchases, in-store aisle foot traffic, and more.
This allows you to accurately understand how traffic flows in your store, purchase rates, and aisle popularity.
From there you can troubleshoot how to improve flow and capitalize on top sellers.
Obviously, a lot can go into an effective geomarketing campaign.
This is good news, because you can cater location-based services to your companies needs in order to come up with a strategy guaranteed to increase your purchases.
If you have any questions about location-based marketing, you can let us know!
And if you feel ready to embark on your geomarketing campaigns, our team of experts are ready to help you out.
At GrowSalesIQ, we exist to grow your customer acquisition, repeat purchase, and ROI with Mobile App Centric marketing services such as custom-branded mobile app development and omnichannel marketing automation.
Contact us to find out more about location-based marketing and schedule your free demo today!