In a society where rapid satisfaction is increasingly valued, every marketer should be well-versed in location-based marketing. It’s one of the most important aspects that enable firms to target customers on a personal, detailed level only based on their geographic location.
Marketing teams can use location-based marketing using GIS to reach out to their target clients based just on proximity. It also supports the buyer’s journey from discovery to purchase, as well as engagement and retention. In this article, we’ll go over the basics of what location-based marketing is, how it works, and how to use it to build meaningful interactions.
What Is Location-Based Marketing?
Location-based marketing is a marketing strategy that changes depending on the location of potential customers. Instead of considering clients as a single entity, location-based marketing adjusts to their unique social, cultural, and personal characteristics by presuming their behaviors and preferences based on their current location.
What is the Importance of Location-Based Marketing?
It’s difficult to overestimate the power of location-based marketing. According to surveys, 84 percent of marketers believe that using location data helps them conduct more successful campaigns.
They benefit in a variety of ways. This technology not only assists marketers in gaining new business but also improves consumer relationships. This is because marketers who employ location-based advertising and marketing strategies have a better knowledge of what their customers require and can provide it, resulting in increased customer engagement and response.
What are the Key Types of Location-Based Marketing?
You can utilize various sorts of location-based marketing to reach your target audience.
IP address marketing is one of the simplest ways to get started. An IP (internet protocol) address is assigned to any computer or device connected to the Internet. IP address marketing allows you to target your marketing based on your location.
Then there’s the case of GPS marketing. GPS location technology is used by almost every modern mobile device. The distance from a network of global positioning satellites is used to calculate location. You can use GPS marketing to target promotions based on your location.
Geofencing marketing is a little more complicated. It entails creating a virtual location or radius and marketing to those who live within that radius. In a similar vein, proximity marketing allows you to target advertising and marketing campaigns to persons who are within range of a previously specified geofence.
Beacon marketing, also known as beacon advertising, is the use of physical devices called beacons within a business’s premises to target marketing to persons who are within the beacon’s range.
Key Benefits of using location-based marketing:
Increase in-store visits: Displaying ads at the proper time, when the customer is nearby, increases the likelihood of a walk-in impulse purchase.
Get in-depth knowledge on your customers’ purchasing habits: Marketers can utilize ad campaign results to create more effective and relevant buyer personas based on possible customer visits, audience, and trade area data.
Enhanced targeting: For ad personalization, use geo-targeting and geofencing to target potential customers based on a variety of characteristics other than their location.
Indeed, in a society that values instant gratification, every marketer should be familiar with location-based marketing. It is also true that marketing is one of the most important factors in allowing businesses to thrive and target customers on a personal and detailed level. Thank you so much for this excellent post.
Thank you! I’m trying to learn local seo and this is really helpful.
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