Digital marketing strategies are a lot more specific than ever before. With so many competitor brands vying for your target audience’s attention, you have no choice but to make sure that you are using your marketing spend as wisely as possible.
With mobile growing at a rapid rate, every brand should be including mobile in their digital marketing strategies as we move into 2017. One of the major advantages of mobile marketing is that you get to benefit from geolocation.
Geolocation technology uses a device’s built-in GPS to locate where a user is at any given time. This location data is used by apps that the user has installed on their device.
Users do have the ability to turn this feature off but it isn’t the case very often.
Using geolocation to market your brand
There are so many benefits to being able to place your brand in front of a mobile user at exactly the right time. These are some of the most effective strategies:
Invite consumers to your store
Location-based marketing is the perfect way to get users to come to your store when they’re in the area.
If you already have an app, you could even push through notifications about a sale, a specific product or offer a coupon when an app user is within a certain radius of your store.
If you don’t yet have an app there is also the option of using mobile ads to ensure that your store or business shows up in search results when a potential customer is located in your area.
Recommended Read: Thinking About Developing An App? Here’s What You Need to Know.
Focus on consumer habits
This will require some knowledge of your target audience. As a brand, you need to get into the minds of your audience to understand exactly when they would most likely be in the market for your product or service.
For example, busy commuters that are using the subway during the week will more than likely really enjoy a cup of coffee to give them that boost before they start their day. You need to have a good idea of the venues, events and areas that your target audience frequents and what their needs would be at that exact moment in order to make your marketing message as relevant as possible.
Brands can also make use of a user’s search history to better serve their needs. For example, a mobile user that is searching for information on the best beaches in Miami is more than likely planning a trip there so a guest house or hotel could push through an ad or message to this particular user.
Get a little competitive
If you have competitor brands in your immediate area, why not have your message show up when a potential customer happens to be near your competitors store or place of business?
Offer them a coupon or a special offer that would make your brand more appealing and potentially drive them to your place of business instead. Taking the time to get to know your competitors might be really worthwhile.
Provide access to relevant content
The more relevant you are to an online user, the more appealing your brand and offering will be. When a user clicks through to your website, are they seeing information that’s specific to them? One tactic that you can use is to slightly change up your ad landing pages to be more relevant to users in specific areas.
Recommended Read: Improve Your Landing Page Copy With These Tips.
Even though mobile and location-based marketing does have its limitations, the number of mobile users is only going to increase so taking the time to find out what works for you as a brand when it comes to incorporating geolocation into your marketing is definitely worthwhile.