Tag: location based mobile marketing

Geolocation is receiving more mobile marketing dollars

| June 26, 2013

A great deal of money is flowing into location based advertising for smartphones and there are many reasons why.

According to the latest reports in the mobile marketing environment, companies are continuing to pour their money into geolocation based efforts because it is proving to be worth every dollar spent.

Advertising over mobile using location based techniques promises surgical targeting, high conversion rates, and consumer data.

According to many reports, these goals for targeting, conversion rates, and rich customer profiles are delivering when it comes to geolocation. Therefore, companies that have already started using this type of mobile marketing are pouring more into it, and those that haven’t yet started are scrambling to begin.

Geolocation based mobile marketing techniques take in a number of different types of efforts.

Geolocation mobile marketing dollarsIt includes everything from geofencing to geoaware ad campaigns, hyper local keyword optimizing, and offering Wi-Fi hotspots. Among the most common consumer targets are bargain hunters, moms, coffee enthusiasts, and others.

BI Intelligence recently released a mobile marketing report that looked at geolocation and the progress that it is making in the industry as well as the success that it is achieving for its users. It determined that location based advertising can help in everything from encouraging consumers to buy to building customer profiles that are dense with useful purchasing behavior and preference information.

Among the reasons that geolocation is a growing leader in mobile marketing are the following:

• Geolocation is the equivalent to cookies on the standard web. Location based marketing offers the ability to collect data that can be used to provide consumers with relevant information that is more appropriate to their preferences and behaviors. This is important as many mobile devices do not support third party cookies.
• Money is being made from the money spent on Geolocation. For that reason, the majority of companies that have not started these campaigns are planning to, and those that already are using them are boosting their spending. This was discovered by Balihoo and Berg Insight.
• Geolocation provides consumers with the information they want and need to make informed shopping decisions that are relevant to them no matter where they happen to be.

Geolocation isn’t as popular as social media marketing among small businesses

| May 17, 2013

Geolocation Social Media MarketingAs a growing number of smaller companies use mobile technology, advertising trends are emerging.

Small businesses are, on an increasing basis, discovering the opportunities that are available to them over mobile and preferences regarding techniques such as geolocation, social media marketing, and others are beginning to emerge.

Recent research has shown that when it comes to smaller companies, social media marketing is preferred.

Not only is that the preference for the majority of small businesses, but they are also showing that they don’t have a strong liking for geolocation and other location based advertising. In fact, in a recent survey, 97 percent of participating small business owners said that they were already using various types of social media channels, such as Facebook, Twitter, Pinterest, YouTube, and Instagram for marketing purposes.

On the other hand, far fewer said that they were using geolocation based campaigns and promotions.

In fact, among the respondents to the survey, only 17 percent said that they were using geolocation strategies – for example, Foursquare – for the promotion of their business, brand, and/or products.

Even though they don’t seem to be attaching themselves to geolocation technology, they are embracing mobile – both smartphones and tablets – with a vengeance. They are consistently coming up with strategies that are friendly to these devices, such as text message marketing, optimized websites, QR codes, and others.

According to the Joel Hughes, the senior vice president of strategy and corporate development at the company that conducted the survey, Constant Contact “It’s encouraging that a majority of small businesses recognize that their customers are relying more than ever on their mobile devices to find information, look for deals and even to make purchases.”

At the same time, Hughes also pointed out that while small businesses are embracing mobile commerce and marketing, they are still learning the ropes. Therefore, he doesn’t find it that surprising that they are sticking to areas such as social media and email, where they have already experienced success, and are not yet leaping on board with geolocation, which is not nearly as familiar to them and which is untested for their companies.