It's no secret that mobile devices have won themselves a place in marketing. As of August 2016, the average time spent browsing on a smartphone in the U.S. was 87 hours per month, and 90% of time spent on mobile is in-app. We know mobile advertising is worth the investment—but can you make it even more effective?
What Is Geolocation and How Can It Help Me?
Geolocation uses a mobile device's built-in GPS to pinpoint where the device and its user are. While users sometimes turn off access to this data in some apps, there are others where it's almost always turned on, like Google.
Using geolocation, you can tailor your marketing to potential customers by presenting coupons, advertising promotions, or simply displaying more relevant content. The most common uses for location marketing are:
Target Customers Near Your Business
Geolocation can give your business the advantage if a customer happens to be nearby when they search for a product you sell. In addition to the usual web searches, you can also display ads inside mobile apps based on the user's proximity. Another possibility is advertising a promotion, sale, or coupon to that customer as added incentive to come to your store.
Do you sponsor or appear at events? That's also an opportune time to present a coupon or other promotion on mobile to people you know are already interested.
Target Customers Near a Competitor's Business
You can also use geolocation to promote yourself and your products when a potential customer enters a pre-determined radius around one of your competitor's stores. This is especially useful when your business location and theirs happen to be near each other—you're just providing a gentle nudge toward your own store.
Location-Based Search Results
Computer searches have been doing this for a while, but it's even more effective on mobile, given how on-the-go we are these days. The easiest example is searching for food. By using geolocation, you'll see restaurant options that are nearby and easy to get to, thus cutting down on the amount of time it takes you to find the right place. And of course, the same principle applies when searching for a product. If you find a place a mile down the road that has what you want, why bother going to the other place across town?
Geolocation can be a versatile and powerful tool in your marketing strategy. Pushing ads to the right people at the right time could be just what you need to convert leads into sales. Ask us how we can help.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.