Exploring the Benefits of Location-Based Marketing

Location-based marketing is an essential strategy to look into, especially when you consider that advertising on mobile devices captured the largest share of the market in 2022 at $34 billion. It's a strategy that uses a mobile device user’s geographic location to send notifications or content tied to that particular place, such as GPS coordinates on a mobile device or Bluetooth-based “beacon” technology to trigger ads or alerts. Relevance is a key benefit, as marketers can deliver highly targeted messages to consumers as they go about their daily activities. There are three primary methods of location-based marketing: geofencing, geotargeting, and geoconquesting.

Geofencing uses a variety of location services to pinpoint where consumers are in real time and is deployed by software that is contained within mobile apps. Geotargeting creates content that targets consumers based on location, such as pushing discounts to customers who have pulled into the parking lot of a store. Geoconquesting is a strategy that delivers notifications to customers near a competitor’s business.

Businesses primarily transacting in person can reach customers when and where they are most likely to be receptive to campaigns. Location-based marketing can lead to increased foot traffic and higher sales, improved visitor experiences, customer retention and loyalty, and insights into what customers want. However, marketers must only use data from mobile users who have opted in to allow their phones to track their location and the apps they use to access it, and must handle the data sensitively.

Location-based marketing can be an effective part of any digital strategy if done right. There are many resources available to help marketers understand how to properly use this strategy, such as those from Airship, MartTech, HubSpot, and Yelp.

Originally reported by Martech: https://martech.org/why-we-care-about-location-marketing/
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