Companies are seeing the technology as an opportunity to communicate more effectively with consumers.
Smartphone shoppers not only provide businesses with revenue through sales, but through geolocation techniques, they are also giving companies important data about where they are at various times of the day and on different days of the week.
This data is being used to help improve the relevancy of the way that businesses communicate with consumers.
By using the information collected through geolocation, they are able to provide far more personalized and relevant information so that the communication between brands and consumers can considerably improve. For instance, when someone checks into a coffee shop on a regular basis in the morning, that data can be collected in order to identify this pattern so that the individual can then be sent a coupon at that time and for that business.
This type of geolocation technique could make a notable impact on mobile marketing effectiveness.
In this way, geolocation can not only help businesses to reach consumers at the times that are most relevant with an offer that they will find most appealing, in order to encourage more spending at the store, but it can benefit the consumer, as well. It means that the advertising and promotions that he or she receives will more closely reflect what is actually wanted.
That said, it is vital that geolocation technology be treated very carefully. There is a thin line between collecting data so that relevant mobile marketing can be produced, and simply inundating a consumer with ads based on everything that he or she has ever done. The chief revenue officer at Foursquare, Steve Rosenblatt, explained that “Relevance and content is what it all boils down to.”
Foursquare is a highly popular geolocation company that experiences approximately five million mobile check-ins every day. Rosenblatt stated that “The more you check in, the more data [we have] and the more relevant information we can send.” The more consumers take part in this type of activity, the better brands will be able to understand what they want so that mobile marketing can be personalized in a highly accurate way.
Facebook Graph Search introduced as new search function
Facebook’s search function has never been something to write home about, which is why the social network has decided to make significant changes to the feature. The social network has launched its latest development, called Facebook Graph Search. The new feature is meant to change the way users find information via Facebook by giving them the opportunity to search for specific keywords and control the parameters of the search itself. While this may be a nice change for casual users, this could be a major boon for advertisers and businesses.
Facebook Graph Search opens new possibilities for marketers
Facebook Graph Search is designed to provide users with real time information based on their association with other people and organizations within the Facebook network. The major feature of the new search function is the use of keywords. These keywords will allow users to localize their searchers, finding only the information they really want to see. Casual users are likely to find some degree of benefit in using the new search function, but advertisers may benefit the most from the changes Facebook has made.
Location-based marketing could be supported through new search function
Advertisers can use the Facebook Graph Search to better target their audience. The search function will put a great deal of information at the finger tips of marketers and other organizations interested in reaching out to particular demographics. This will allow advertisers to develop location-based marketing strategies based on the information that can be found through the Facebook Graph Search. The new search function could soon become a very powerful tool in a marketer’s advertising arsenal.
New search initiative may net Facebook healthy gains
Reaching out to consumers in an effective way is a practice that continues to evolve. Facebook has paid attention to the way consumers have changed over the years to become more reliant on social media. Social networks, like Facebook, traffic a great deal of information on a daily basis, much of which can be used by an advertiser to connect with a certain audience. Thus, Facebook has begun to take steps to cater more toward advertisers, which may provide lucrative incentives for this information in return.
