This week I will be talking about Location-Based marketing as it is becoming a big trend in the marketing world.
What is Location-Based marketing?
It is delivering the right message to the right person at the right place and time!
Location-based marketing is pushing targeted content based on mobile location and time-of-day to maximize call-to-action or response.
Examples of different industries that will benefit from Location-Based Mobile marketing are:
How it works?
Subscribers opt-in to receive location-based messages.
You create GEO-Fences
Deliver location aware messages to only the people within the pre-defined geo-fences (the right time and the right place): sending your message to anyone in the geo-fence at the scheduled time
Why location-based marketing/services?
Benefits to marketers:
- Low cost of entry (no need for APP development)
100% reach – no GPS chip or smart phone needed
No download or user action dependencies – Opt-in users always receives content when phone is “on”.
Improved response – Reach your clients with only relevant offers and information
Higher marketing ROI with better SMS/MMS geo-targeting
Maintain the responsiveness and integrity of your mobile community
Rich analytics on “when” and “where”
Benefits to the subscribers
Subscribers receive only relevant messages
Great “NOW” deals and alerts that subscribers can take advantage of at the right time and the right place
No need for an app download
No extra charges to recipients
No phone battery drainage due to app running in background for obtaining location information
No need to own a smart phone in order to receive special deals and alerts
Ability to opt-out and stop messages at any time
Types of location: Carrier-based vs. App-based
App-based location can address only 17% of US mobile subscribers
Actual reach is much smaller since only 1-3% of users will download a specific app
Network-based location addresses near 100% of the US mobile subscribers
Feature Phones and Smart Phones
GPS-enabled and non-GPS
Ideas on the types of location campaigns you can run:
Delivery of SMS/MMS based on real-time location lookupSchedule multiple location ping times for the same campaign for multiple GEO fences
- Set-up Location and Geo Fence
- Set-up campaign and Choose contacts to locate
- Finalizing the LBS Campaign/Setup Location Times
Delivery of Different Auto-Replies to users who are signing up based on a real time location lookup
Real-Time location Lookup upon signup (save PRIMARY location for later geo re-targeting)
Obtain real-time location HEATMAPS of your demographic
Mobile marketing is powerful!
SMS/MMS plus Location is