Location based ads and promotions are generating more data and personalized offers.
Geolocation based marketing isn’t just a matter of trying to use locally targeted ads on search engines to drive customers into brick and mortar shop doors anymore.
The technology has undergone a considerable evolution and is now steadily paying off.
Marketers are discovering that it isn’t just a matter of pushing foot traffic into stores. Geolocation’s potential goes far beyond that first step. What they have found is that aside from sending consumers a local deal that can help to make one sale, it is also allowing them to collect a significant amount of highly useful data that can be used to better create offers for the future.
The data from a single geolocation based marketing campaign can be more valuable than the sales it produces.
It is the data, itself, that often has the highest amount of worth. Though certain techniques are able to generate several levels of benefits, some geolocation tactics are able to allow marketers to arrive at certain goals better than others. As the technology is used by a growing number of marketers and on a more regular basis, the methods and techniques are growing in number and in polish.
A recent BI Intelligence report examined the six geolocation based marketing tactics that they deemed to be the most successfully used by large brands and national retailers, above and beyond the traditional forms of paid local search advertising.
What many of these geolocation based marketing tactics have provided for very positive results is a cycle of continual improvement. Customers offer information about themselves in exchange for a deal. That data can then be used to provide that specific consumer – or groups of similar consumers – with better offers, which allows them to find the deals more appealing and shop more often.
The data regarding the successful campaigns and the purchases they generate can then be incorporated into future campaigns, allowing them to become increasingly targeted and personalized as time. Geolocation, therefore, creates an ever improving customer experience with enhanced data and offers that provide improved relevancy for their own specific needs and preferences.
