Paul Dobson, Senior Lecturer at Staffordshire Business School
The ability to market to customers or potential customers by their location has been around for a while. However, in my conversations with local businesses not many are aware of this facility.
The number of mobile users is consistently on the rise and already outnumber PC users
for internet access. Therefore, it is a necessity for businesses to make sure their marketing is working as effectively as possible for mobiles. Geolocation is the ability to show where the mobile device, and the user of the device, are located using the built in GPS. The best thing about using geolocation data is that it knows where mobile users are in-real-time. Therefore, it enables businesses to create a tailored and relevant promotion to target these potential customers in a more effective way. For example, it can be used for presenting coupons or adverts to potential customers when they are in the same street. Geolocation can target users in a few different ways. However, the three most common are:-
- Geo-targeting is the act of reaching someone based on their location.
- Geo-fencing is typically used when targeting small regions like specific streets or towns. These targets are especially useful for apps that want to direct foot traffic to business premises, such as shops and restaurants.
- Beacons are the narrowest of the three location targeting methods. A beacon is a small, Bluetooth device that receives location data from nearby mobiles, if the mobile Bluetooth is switched on. Often these are deployed in the interior of building such as shops, and airports etc.
Search results on a mobile can also be an effective location based marketing tool, for example if potential customers do a Google search for an Italian restaurant near them. The search results can display the nearest restaurants and, at the press of an icon, the customers can: call the restaurant, get navigation instructions to the restaurant, or have a look at the website and menu.
Screenshot from Google Maps showing local Italian restaurant
Unfortunately, I’m not aware of a single marketing tool that works for everybody all the time, and this is no exception. The biggest downside of using geolocation data for mobile marketing is that it is easily blocked by mobile users. Although there are many mobile users that use apps with the GPS location feature enabled, there are also many users that don’t. Also, geolocation-triggered ads may not work on all devices due to ad blockers.
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