The term location-based marketing isn’t something new right? In recent years it has gained immense popularity due to the wonders it works to grow businesses both small as well as large. This article will be your one-stop solution guide to learning everything about this marketing strategy and location-based marketing examples.
How does Location-Based Marketing Work?
First of all, you need to what is location-based marketing. In Location-based services marketing, the marketing team uses the location data of the consumers to reach them through various contextual messages, surveys, links, forms, etc to drive them into a store. This marketing strategy has shown significant positive results in increasing the discovery, engagement, and retention of customers.
What are the Types of Location-Based Marketing?
Check out the following types of marketing strategies:
Mobile Targeting
This allows marketing on a very personalized scale and ensures greater returns. This type of marketing strategy creates a segment in smartphones based on the types of audience you would want to target. Social media ads are one of the best mobile marketing examples.
Beaconing
This is one of the most popular marketing strategies used in this type of marketing. This is operated through the use of WiFi and Bluetooth devices. The major benefit of beaconing is that it allows direct communication with its consumers increasing the effectiveness of the campaign.
Geofencing
Geofencing mainly specializes in diverting customers from their competitor stores or brands. The most important reason to use this marketing strategy is its wide range. Through this technology, a large area can be covered, unlike beaconing or mobile targeting.
Geotargeting
This strategy works with the help of an IP address. Also, this allows marketing on a more convenient and personal level depending upon specific locations and events.
Benefits
These are some of the benefits of location-based marketing:
- Consumers can see more relevant and useful ads – As because this marketing strategy used real-life location data, the ads that are delivered are most relevant and personalized. Depending upon the interaction of the user, these relevant contents are delivered from time to time.
- Helps with the competition –Another lucrative use of this strategy is that it helps drive away potential customers from your competitor stores through the medium of geofencing. So, if you want to keep pace with your competitors, opting for this marketing strategy would undoubtedly be a clever move to make.
- Aims to establish an elevated user experience – Undoubtedly providing a better user experience is one of the most popular benefits of using this marketing strategy. It would both help in providing information as well as assistance to potential customers.
What are the Main Trends in Location Marketing?
Augmented location
The concept of Augmented location is a bit different from the other trends. It helps keep track of the location of the users. This trend allows more than just sending notifications of contextual messages to users. A very common example of this trend is seen in the game Pokemon Go where the users could get the real feel of discovering a virtual Pokemon based on their location.
Proximity marketing
As the name suggests, proximity marketing allows consumers to receive contextual messages within a short range using Bluetooth technology. It largely helps in driving potential customers to the store and informs them about the latest trends, deals, and offers too.
Hyperlocal marketing
Hyperlocal marketing is used as an alternative to the mass commutation method. This marketing trend makes use of digitally advanced devices to broadcast campaigns. Also, this trend makes it seamless to measure the campaigns.
10 winning brands: location-based marketing work
These are the 10 following location-based marketing companies:
1. Burger King
This brand used the technique of location-based very skillfully and seamlessly to draw customers to their shop. More specifically they adopted this marketing strategy to give tough competition to their rival stores. The location-based strategy of marketing would allow them to spot customers easily within the range of their shop and would display notifications of interesting deals and offers regarding the menu.
2. Barneys New York
Barneys falls under the category of companies with the best marketing strategies undoubtedly. The beacon platform used by Barneys made it incredibly seamless for their customers to get push-up notifications on their newly launched products and receive assistance on in-store navigation. Also, the customers can make choices regarding the notifications they want to receive. The store could use the location of the customers only after they grant the location access on their app. After that, the customers would receive all the important information regarding the store on their smartphone when in the location of the beacons.
3. Cidewalk
Cidewalk is a geofencing company typically designed for mobile marketing solutions and small businesses. Clients who opt for this brand can easily promote and grow their business through multiple ad campaigns based on location-based marketing. Once the clients choose a specific city or town, they can advertise their business through ads and contextual messages with the help of Cidewalk.
4. Van Leeuwen
It is possible to not visit the famous ice cream store, Van Leeuwen. This brand utilizes the location-based marketing strategy very efficiently and skillfully by using the PayPal app. When the customers checkout, they require to pay online through their PayPal account. This further enables the PayPal app to track the location of the user through geolocation and flood the phones of the customers with interesting deals and offers from the store. This would help in successfully driving more and more customers into the store.
5. Puma
This is another brand at the top of the list. Puma is one of the best store brand examples using this marketing strategy to engage with their customers. This brand uses the means of QR codes to make its customers aware of the store products. Customers entering with a scannable smartphone can easily scan the QR codes to get notified about ongoing deals and coupons.
6. Nike
It is not uncommon that the huge fan following of Nike is possible due to the amazing marketing strategies it uses. The best among them is the location-based marketing strategy. This brand offered its customers praiseworthy gifts, tokens, and coupons which could only be accessed by downloading the NikeConnectApp. Unless the customers tapped on the NFC option, the gifts couldn’t be unlocked. This paved the way for further connection with their potential customers.
7. Gas Buddy
This is an incredibly useful app and has been downloaded approximately 50 million times on average. What are the reasons for such hype? This application allows its users to look for gas stations in their area. The app uses crowdsourced data and as a result, displays the nearest gas stations with the best deals. In this way, this app has been regarded as an emergency app that could help people in difficult situations by providing them with details of the best deals and offers offered by gas stations.
8. Whole foods
This is a supermarket chain popularly known for its leading game in the sphere of location marketing using Thinknear. The strategy they employed included placing geofencing tools near other competitor shops to provide the customer with notifications of better deals and offers from Whole foods. This considerably increased the post-click conversion rates of the brand too.
9. Decathlon
Another brand that is leading the pack is Decathlon. The service offered by this brand is simply striking. Customers need to scan in the QR barcode and then can add all the products they want to the virtual cart. There’s also an option for online payment which ensures effortless checkout. Later the product gets delivered to the address of the buyer. All thanks to the location-based strategy of marketing.
10. AdMoove
If you speak of brands leading the pack of location-based marketing, you can simply not move AdMoove. This brand specializes in performance management, audience targeting, and reporting analytics. This company used marketing strategies to spread its business within 500 meters of its store location making people aware of their offers and promotions.
Conclusion
This was all the necessary information about location-based marketing strategy and its uses. Go through this article to get the basic knowledge about this marketing strategy.
