With the tremendous evolution of the technology, it became very easy for the brands and businesses to target the users with marketing strategies. The smartphone-enabled with Geolocation is the most valuable addition for marketers. The technology not only helps in acquiring higher user engagement but also helps in turning the ordinary users into the loyal ones. The marketers use the geolocation to push the personalised messages that will turn the user to open your app. However, the technique isn't that simple as it sounds, you need to be very precise about content, time and the place in accordance with a user to push the message.
The simple example we can take is the Wifi; whenever we are in the range of any open Wifi network, then your phone alerts you. You are notified that you are in the range of free Wifi that you can use. Similarly, the mobile apps use your phone’s location to serve you the precise and customized services. However, unlike Wifi setting these apps aims to draw the user’s attention to the Mobile app for their own profit.
So, if you once understand about the geolocation feature, you come to know that it can be used to draw maximum business if used correctly.
To efficiently use the technology first, you need to understand about the Geolocation and how the marketers are using it. Geolocation is the feature of the devices that enable you to know their location. The location of the device can be accessed via various medium like Bluetooth, Wifi, IP address, and GPS. So, these tracking technologies enable the servers to track the location of a particular device anywhere on the earth. To know more about the Geolocation in depth, you can go through our article: Adding Geolocation To Your Mobile Application
Ideally, this technology is used by the navigation mobile apps for serving efficiently to the users. However, the feature has way more applications that help the brands and companies in marketing and promotions. The marketers leverage the geolocation to tempt the user for opening their mobile apps and interacting more and more. Besides, this technology also helps in assisting the users more prominently.
Now, you know what location-based marketing or Geolocation marketing is and how important it is for the businesses. But, how you can use it so you can draw the maximum profit from it. Here are the best six ways that industry leaders are already using and you can also implement in your mobile app marketing strategy.
In this approach, the marketers target the users by segmenting them into a specific area. Under this approach, you need to push a message designed especially for a group of users falling into a particular region. Consider you have a social media app and a fitness brand from Chicago approaches you for its promotion. You need to target the users between the age group of 16 to 30 ( for example) for a maximum number of hits. In this way, you can target the users in Chicago interacting with your mobile app for a higher conversion rate.
You are required to push personalized notifications to the users on the basis of collected information primarily based on Geolocation. Another example, a cosmetic brand has its mobile app, and it requires to promote the new product. The app could push a personalized message to all the female user's age between 18 to 40 in a particular city or region. The Geotargeting always practiced on a larger region like the city for better results. For better understanding, you can see the social media websites like Facebook and Instagram where you come across the ads of about nearby restaurants and dining places.
Geofencing is another approach for leveraging the user’s location and using the mobile app for marketing purpose. However, most of the people get confused between the Geofencing and Geo Targeting, although both the methods are different. In Geofencing we target the users from a location regardless of any specific requirement. Under this approach, we select a particular area and targets all the users falling in that location. The marketers use the GPS for performing the Geofencing marketing, as it is more easy to track users in a particular location via GPS.
You can understand the Geofencing like a fence or boundary you draw around an area and send a message to every user enters into that perimeter. For example, you own a food ordering mobile app has to promote a food place offering a nice deal. The mobile app will perform a Geofencing for that place, and it will set a perimeter around that restaurant. Any user entering into that area will automatically receive the message about the deal.
This is another Geolocation marketing strategy that helps the app owners and marketers to achieve a higher number of user engagement. The approach is somehow similar to Geofencing, in this the marketers also put a fence around an area but instead of their range, they target their competitors. Yes, under this strategy we have to go after the competitor’s area in order to allure more users to your product. For example, you have targeted the 20 km perimeter around your competitor’s shop. So, whenever a user enters in this area or nearby the shop, he or she will get the message about your deal against your competitor. This approach really helps the businesses in turning the table and stealing a significant amount of competitor's customers.
If used smartly this technique could be a turning point for you business by pulling the customers in a short period of time. The best example of the Geo-Conquesting is the Meat Pack who sells various brands of sneakers including Nike, Puma, and Reebok. The brand has created a Geo-Conquesting around the location of official stores of the shoe brands. Whenever a user goes nearby the official store, he/she receives the message from Meat Pack offering a discount on the shoes.The discounted deal starts with 99% off and reduces by 1% with every passing second. Using this strategy, the store stole lots of consumers from the official shoe brands.
Beacons are physical devices that are used to target the users or consumers in very short distance via Bluetooth. The device sends the messages or notifications to the users using Bluetooth connectivity. Beacons are mostly used by the stores or supermarket where the marketers can notify the users about the ongoing deal on different products. Beacons cover small geolocation, and after getting the targeted users in range, the device automatically pushes the messages. The best example to understand this method of Geolocation marketing are the superMarkets like Macy’s and Walmart. Whenever a user entered the market, Beacom senses them via Bluetooth connectivity and start pushing messages to the users.
With the help of Beacons, the mobile app owners share the best offers and deals available for the users across different parts of the market. Beacons not only helps in increasing the engagement but also turns out to be the best way to boost up the sales.
Most of the people do not know, but the weather around us play an essential role in the marketing world. The devices with Geolocation capabilities help the brands to know what the right weather to push a specific ad for the users. On a rainy day with slightly cold breeze what would you like to have? crispy snacks and coffee obviously. What about the same things on a hot sunny day, the requirements could not be the same. The big brands use the weather conditions at the user's location to show them the most tempting ads and create the best conversion opportunities. For example, the mobile apps like Yelp or Zomato target the users with personalized deals and offer deals based on their weather conditions. The special deals are offering the hot beverages and food at the time of cold days.
Pantene took the significant advantage of geolocation-based marketing by partnering with The Weather Channel. With the help of weather information, the company identified the factors affecting the hair fall including humidity, and heat. Afterward, Pantene used this information to post personalized ads of products protecting against these factors in the region. The location based marketing strategy helped the company, and it experienced a 28% hike in the sales.
This is one of the most advanced and beneficial move for the brands to use Geolocations as a weapon for growth and profit. The predictive analysis helps the company to take the marketing to a personal level for the users. Instead of tracking the user’s current location the company’s track the user’s behavior on the basis of their previous locations. With the collected information the brands spot or predict the location where the user will be present and offers personalised deals based on that. For example, Pizza Hut or Domino’s both use this strategy to know which day the user most likely to visit their store and pushes the alluring deal at that day.
With the help of location data of the users and customizing your marketing strategy with personalized actions, you can quickly acquire higher user engagement. Besides, Geolocation not only attracts the users but also helps you in serving the most relevant and personalized services to the users. Use above mentioned six Geolocations based location marketing methods to garner maximum traffic and business for your app.
Akash Singh Chauhan is a senior writer at MobileAppDaily and he mainly covers all the latest happenings and tweaks in mobile app technology. Being an Engineering graduate he is always compelled to the technology and tries to discover new trends in the tech world. Along with any tech news he also never misses a single episode of ‘Dragon Ball’.Follow