As the number of smartphone users has increased phenomenally, these devices have become an extension of users who carry their mobile phones everywhere they go – stressing the importance, utility and functionality of location based services for advertising enabling advertisers to send personalized messages to people based on their location.
Locally, many retail stores have tapped into the location based Beacon technology to reinvent the relationship between constantly on-the-phone shoppers and the retail stores. Based on information about your location, your smartphone shows you related offers, discounts, products or deals pertaining to the section of the store you are skimming – definitely more engaging than the traditional retail shopping experience. However, this is just the tip of the iceberg. Location based services are the future of marketing, especially mobile marketing. Remember how Startbucks increased its revenue simply by switching to mobile coupons instead of print?
There is no way a mobile marketing campaign can ignore location-based advertising and here’s why you must adopt this approach in your mobile marketing strategy:
Personalised messages – Users prefer personalized messages over the one-fits-all approach and location based applications provide indispensable data about user behavior. With location based mobile analytics, it is possible to send across the right message at the right time to attract real time users, as Of course, you will target users only in a certain area demarcated by you, which means that your advertisement will not appear on thousands of other smartphones, but it also means more impactful advertising because any user would prefer to know about offers in their vicinity rather than those applicable on stores 100 kms away.
Real time advertising – Location based data is shared real time. This means advertisers can reach out to people when they are most likely to act upon the advertisement. Retail stores employing Beacons, as mentioned in the introduction, is an example of very effective real time mobile advertising.
Targeted ads – Location based advertising helps advertisers share relevant data with users, minimizing bad user experience. It is a known fact that users expect to see advertisements on mobile, but when these advertisements are targeted, there are lesser chances of users blocking the ad or getting irritated.
Location based advertising is the way forward for mobile advertising. However, advertisers must move forward with caution as mobile devices also handle a lot of sensitive data and maintaining user privacy is utmost when you decide to tap in to the power of location based services.