4. Location services: Geolocation & Geotargeting

 

Better targeted marketing

Because location technology has improved so much this year, companies can better target their audiences. And it’s not just targeting a large group of their audience, but the capability of targeting individuals. When targeting an individual, businesses must use a more personal approach.

A great personalized way of doing this is incorporating native advertising into their mobile app marketing strategy. Businesses are using mobile app marketing techniques to create a more personalized experience for their users. Examples of such sites include USA Today, CNN and Facebook.

5 Mobile Marketing Trends

Going native provides a more personalized and meaningful experience for users. Through location technology and knowing a user’s mobile history, businesses can target each user with relative mobile apps and sites. Doing this means their users are more likely to download the apps and visit the sites shown, which also means those businesses will better monetize their mobile visitors.

 

Geolocation & Geotargeting 

 
Geolocation and geotargeting are marketing techniques based on physical location of the mobile device obtained via GPS
  • Only possible in GPS enabled smartphones and tablets
  • If the device is not GPS enabled and the mobile user connects to the internet, the location can be detected by the IP address, but this method is not good if you need a precision location Usually used to offer to the mobile user a service or product based on the actual location of the device 
  • For example searching for restaurants in the local area
 
Inside a shop, micro location detection can be done with iBeacons, or googles competitor product Google Nearby. Those products use bluetooth communication with the smartphone to detect close by presence. E.g. imagine you standing in front of the washing liquid stands, the nearby iBeacon detecting this and letting the app on your smartphone popup a voucher for a particular washing liquid brand.
 
 

Couponing 

  • Groupon, Living social, Amazon apps etc. use geolocation to offer active coupons redeemable at a location near you
  • The platform will charge commission
  • This are used only to attract new customers to your venues


Your own coupons

  • Using apps like passbook (iOS) or passwallet (Android) the mobile users are alerted when they have a coupon to be used in the area where the device is located
  • There is no commission percentage 
  • Useful for cross and up selling strategies, as well as a loyalty tool for your existing customer base
  • You can use a service like beevou.com to deliver electronic coupons in passbook format to your customers or prospects the same way as you do with a email message
  • If you have your own app, you can insert a widget to display your coupons based on the GPS location, like the Groupon or Amazon apps
  • Beevou.com allows you to insert “Groupon” like functionalities for couponing in your own apps
  • Belgium: startup www.myShop.com