Location-based marketing is a marketing method that changes depending on where potential customers are located. Location-based marketing adapts to the specific social, cultural and personal characteristics of customers by making assumptions about their habits and preferences based on where they are at a particular moment instead of treating customers as a monolithic entity. Technological advances have enabled companies to learn more about their customers’ locations and to target these customers individually.
Traditional Location Based Marketing
Marketing campaign organizers try to adapt their messages to people likely to see them. For example, the ads you display in a large city are likely to differ from what you might see in a rural setting. The reason for this is that businesses make educated predictions about the socioeconomic structures of people based on their location. For example, marketers targeting airports know that their target audience has enough financial resources to travel and that they have time while waiting to board a plane or passing through security; therefore, these marketers adapt billboards, digital displays, and flyers to specific features.
The proliferation of smartphones has increased the location-based marketing potential. According to a 2008 report by the Mobile Marketing Association, 40 million subscribers in the U.S. use their phones to browse the Internet, check their email and keep up with their social networks. According to the same report, 26 percent of mobile internet users remember seeing some type of advertisement while using their phones. Smartphones usually have built-in navigation and location devices that let businesses know where a single phone user is located. This means that businesses can target ads that an individual phone user displays to their locations.
Marketers who advertise on websites or use search engines to find customers can determine where Internet users are located by computers’ unique Internet protocols or IP addresses. For example, if an Internet user in New York City writes “Indian restaurants” in a search engine field, the user’s IP address redirects the search engine to the user’s location, so they can provide information and advertising for Indian restaurants in New York.
The use of social networks, Web searches, IP addresses and smartphones to target ads and information to a user’s location is called geographic marketing. This marketing method is no longer specific to large businesses with large marketing budgets. Small and medium companies can easily partner with search engines and social network companies such as Google, Bing, Foursquare or Facebook to adapt their messages for your customers. For example, a restaurant owner can sign up for free for Google Maps, a GPS application used on smartphones. The restaurant then appears in the Google Maps app, when customers search for directions or search for a restaurant in the area.
Location-based marketing offers significant advantages for businesses. Because it provides the target audience to be aware of the product or service quickly and directs them to the nearby purchasing point. To accomplish this, you can review location-based marketing plans for operators, or integrate ads for popular check-in apps like Swarm.
In the location marketing technique, a method of providing a certain reward or incentive promotion is selected for the customers who are nearby. Catching users on mobile via location patterns is one of the issues that marketers appetite… The increasingly based location-based infrastructures will be customized for customers; that is, we can think that the campaigns that create a combination between the right place, time and advertisement over the location and the digital channel will be organized in the near future.