How Location-Based Technologies are Creating Advertising Opportunities for Future
Want to know how the new location-based technologies are revolutionizing the advertising and marketing segment? Red further.
From eStore and insurance to logistics, location-based technologies have revolutionized everything. There is so much that can businesses benefit from this new normal.
For example, using Google Maps has become an everyday thing to digest information about any location or business. From tracking your Uber ride to looking after your Airbnb property, everything has become easy-to-use and within everybody's approach.
Brands seem to integrate location-based technologies to bridge communication gaps between them and their consumers.
It is the right time that we've witnessed the appearance of a missing piece of the puzzle - A massive shift in the mind-set of a consumer.
The magic of location based technology is an innovation which has helped brands in taking their operational efficiency, revenue and sales-enablement to the next-level.
However, are you wondering - How can location-based technology create advertising opportunities for future?
Follow us till the end in this blog and you'll come to know how location based technology can create advertising opportunities.
Let's get started .. !
4 Location based Technologies Revolutionizing World of Advertising
Location-based technologies and advertising complete each other.
All big companies i.e. Gap, Victoria's Secret and Best Buy have successfully incorporated location based technology into their advertising campaigns to engage audiences and drive maximum in-store traffic.
With this technology, from online retailers to big companies, businesses are able to help consumers in finding the nearest store location.
Here are four location-based technologies you can benefit from for the purpose of creating advertising opportunities. They are practical, cost-effective and easy-to-apply:
In its earlier days, only a few establishments such as cafes, libraries, airports and hotels would offer WiFi access. Now it's everywhere. More and more countries are providing free WiFi access in public areas. Businesses are taking advantage of people's desire to always be connected by installing WiFi hotspots in their establishments. Students and employees are more inclined to enter, shop or buy, and stay at a place that allows them to stay connected.
Earlier, only a few places i.e. airports, hotels and cafes would offer WiFi access.
But, now ---- Wi-Fi is everywhere.
In fact, more and more countries are offering free WiFi access in public areas.
Same way, businesses are benefiting from people's ultimate desire to stay connected by providing WiFi for free in their establishment which persuades customers to enter, shop and buy.
In short, Wi-Fi as a location-based technology is creating many advertising opportunities for clients.
Are you wondering -- how can Wi-Fi take your advertising efforts to the next level?
It is simple:
" Personalize your landing page with latest offers, feedback form or latest information about your business."Rest assured: It's a proven way to engage customers and fail-proof method to stand out in the competition.
Maybe, they will like your Facebook or Twitter page after using your Wi-Fi and would make a purchase from you.
2 – Geofencing
A location-based technology which takes advertising endeavours of a business to the next level is 'Geofencing' -- it uses Global Positioning System (GPS) to describe a virtual boundary around any geographical area.
Geofencing has many practical applications related to advertising due to ease of targeted approach. It lets businesses engage customers by delivering location-triggered alerts when they enter or exit any specific geofenced area.
Customers prefer to shop from a store with hyper-localized advertising as compared to random advertising which they'll forget soon.
With geofencing, office management can be alerted timely, in case, if an employee enters an unauthorized geofenced area.
You may be surprised to know that law enforcement agencies are using this technology already on people who're under-arrest. These people ( on house arrest) have to wear an ankle bracelet which alerts authorities if they try to leave premises (designated area).
Numerous companies now implement geofencing in their marketing strategy. For example, Walgreens, US-based pharmacy store chain, uses geofencing to promote customer loyalty by pushing a notification which prompts users to open Walgreens's app each time they enter the geofenced area.
Likewise, Foursquare campaign by History Channel is also a good example of geofencing. It pushed complete historical facts to users' phones whenever they entered a geofenced historical location.
3- Near-Field Communication
Are you unclear -- what is the correlation between NFC and advertising?
Technically, NFC is a data transfer technology. It works well within a short-range and transfers data faster than Bluetooth.
This is the short-range capability which makes it secure mobile payment solution. Even though it gives a secure, convenient and fast way to pay. NFC can be used for creating a richer interaction with clients. Put NFC tags on your products then customers can scan those tags with NFC compatible phone.
For more convenience, you can direct your NFC tag towards your blog, website, or social media. By this, customers will get easy access to your website if they want to find more information about your product. To engage your customers more, you can leverage the power of NFC tags by performing market analysis and holding contests.
According to Statista, by 2018, the NFC-enabled phones are going to shoot up to over 2 billion.
Therefore, it's time for you to hire a professional mobile application development company and take your business to the next level by providing richer and engaging customer experience (CX) to your audience.
By incorporating NFC into your advertising, you can take your advertising game higher than to your competitors. You can improve your business activity by creating an engaging experience for your customers.
4- Mobile App Localization
Mobile app localization is one of the key location-based technologies, you can rely on succeeding in your marketing endeavors. It will help you greatly to reach your targeted audiences in a short span of time. You have an app which is highly useful but it is limited to any specific region and you are familiar with the fact – You should reach to the massive audience outside of your zone, so if you want your mobile app to be next-big success, benefit from mobile app localization and internationalization, and take your business from nowhere to everywhere.
Not only in the USA, app localization is helpful everywhere across the globe.
Wondering – How?
Take an example of Toyota, it shaped its products as per the needs of location-specific users, then why not mobile apps, and that too for advertising. Likewise, Walmart used this same strategy to consumers living nearby their stores throughout the USA.
With mobile app localization, you can reach to the audience outside of the USA and conquer any region, let's say; Asia/Pacific which contains over half of the global app users. And, this way you can make your app available in different countries to increase your overall sales. One of the benefits of mobile app localization is that you can earn increased ROI (Return on Investment). With mobile app localization, your business can get visibility worldwide and as a result, it will help you in location-based advertising for maximum impact and high output.
10 Things You Should Know About Location-Based Advertising
Location-based advertising is all about highly customized and targeted marketing effort designed for users of any specific location. In fact, it's NOT a new concept, availability of GPS-enabled devices and geo-targeting have eased up everything for brands to learn where their targeted customers are and when should you reach out to them for maximum advantage.
All modern-day location-based advertising tactics which you've seen, see or will see e.g. text messages, app push notifications etc., they all are triggered by certain actions i.e. (entering any store and making a purchase). They can help tremendously in engaging your customers. Well, you need to implement a carefully-crafted strategy to enjoy the best results out of your localized ad campaigns.
So, following are 10 things you should know about location-based advertising and turn your ideas on paper go digital.
1- Location-Based Advertising Helps Small Businesses Compete with Big Brands
Majority of the small and medium-sized business tend to feel hurdled when it comes to competing with 'Big Brands' or 'Big Guns'. They may lack financial resources or a top-notch workforce. But, it's an ear of digitalization. And, Google lets small sizes enterprises reach a wider audience through location-based advertising.
2- LBA Helps you Strengthen your Connections with Targeted Audience
Location-based advertising is an opportunity for you to deepen your connections with the targeted audience. When you provide circumstances-specific content to clients, it helps you earn your audiences' trust and embark on a new relationship with the targeted audience. Being knowledgeable about audiences' problems and offering them a quick solution will make your 'First-Choice'.
3- You Must Know your Customers
In the advertising world, you can't throw things against the wall and see what sticks. Sadly, a business with this approach is doomed to fail on the landscape of the Internet. If you want your location-based advertising endeavors to scale and soar, you need to need your ideal customers. Strategize and embark on your journey.
4- Location-Based Advertising is Highly Personalized and Easily Measurable
Mobile advertising is dynamic and can be highly personalized based on the customers' past shopping experiences, online stores visited, number of apps downloaded and external factors such as weather, sports scores etc. It is easily measurable as it can help you evaluate the impact of a brand's mobile ads for a certain group for any specified time.
5- LBA Complements other Marketing Strategies
Location-based advertising complements other marketing strategies, but it never completes the overall digital marketing cycle itself. So, LBA is a cog in the online marketing wheel of a business. But, don't mistake it as a wheel. An intelligent business owner uses 'location-based advertising' as complementary not a focus.
6- You can Measure Offline Results with Ease
Majority of the online advertisers rely on location based tools to targets ads, but the real value could be derived from beacons, Wi-Fi and Google In-Store visit to help you measure offline results with ease. Your ability to attribute offline results with digital efforts will help you build a successful brand with ease.
7- It can Collaborate with Multiple Platforms
When it comes to location-based advertising, there is no exclusive tool or software. You can use Google Ads, Facebook, Instagram, display ads, LinkedIn ads and so much more to. You can use as many social platforms as possible to have maximum impact on your targeted audiences.
8- A Perfect and Catchy CTA Sells
You can't expect to turn your prospects into leads without perfect and catchy CTA (Call-to-Action). Location based advertising without effective and defined CTA seems like a big ship anchored at bay with no clear direction. CTA is what that sells your brand and inspires people to become your customers.
9- Don't be too Personal: It will Scare Away Customers
It's easily understandable that no brand can reach to its targeted audience without a clear voice. But, be careful – don't be too personal. You will look itchy and potential clients will look elsewhere. Don't pretend to be a 'Big Brother'. Let your customers enjoy opt-out options and low-risk offers.
10- Always Keep Context and Intent in Mind
Marketers should keep context and intent in mind when they think through location-based advertising strategy. Real advertising near the shopping mall will be in alignment with a client's mindset, whereas, healthcare messaging near a hospital will be done much carefully.
Final Words - How location-based technologies can create advertising opportunities for future
Without an iota of doubt, businesses are always in search of better opportunities. And, these opportunities can only be realized with better communication with customers.
So, these are the location-based technologies which are making it easier for companies to reach their maximum potential and help them earn big profits.
Keep in mind: days of flyers, billboards and brochures are long gone. Now, it is as easy as A-B-C to send your message to hundreds of people at the same time in a single-click.
These location-based technologies provide an ultimate shopping experience to clients. They allow you to beat your competitors and dominate your industry/niche.
Feel free to contact us and tell us which location-based technology will you incorporate into your advertising strategy?