Tag: mobile geolocation

Geolocation based marketing program successful at Best Western

The hotel chain has found that advertising with this technique has provided them with results.

The Best Western chain of hotels has decided to move toward geolocation based mobile marketing in order to help to boost the interest of travelers and encourage them to book a stay at one of their locations as they drive past competing accommodations or pass through airports.

The initial wave of the campaign is beginning in Washington state but is expected to expand.

The Best Western geolocation campaign is being run through the assistance of the PayPal Media Network. It is designed to encourage consumers to use their mobile devices in order to book their hotel stays.

This use of geolocation technology could help to boost the relevancy of the marketing.

Best Western - Geolocation Mobile MarketingThe PayPal Media Network director of marketing and sales technology, Sarah Hodkinson, said that “According to Best Western, the booking window for reservations is no longer weeks in advance.” Instead, she explained, they are waiting until they are moments away from a location to make their reservation. She went on to say that by leveraging geolocation technology based mobile marketing, “hoteliers can capture these last-minute bookings by engaging travelers in proximity to their locations.”

In order to accomplish this, geolocation technology was applied by Best Western to geo-fence their ads around airports and hotels throughout Washington state. Furthermore, the chain is also running the location based advertisements within the geo-fences that have been set up near the locations of rival hotels in order to try to convince them to choose one of their own hotels, instead.

The brand believes that the geolocation based ads help to provide consumers with information regarding the number of miles that they would have to travel to the nearest Best Western location. Moreover, the ads also include a “book now” button that redirects them to a smartphone optimized Best Western room booking page where they can learn more about the accommodations or actually book the room in which they would like to stay. This could help to make sure that the ads are always being presented to travelers at the moment that they are seeking the hotel in which they will be spending their trip.

Geolocation based marketing is becoming central to mobile advertising

Several studies are confirming that the technique is now a required part of most campaigns.

When it comes to mobile marketing, just about everyone can agree that geolocation techniques and location based strategies can provide a company or a brand with a considerable advantage.

According to the latest reports, the opportunities that are now available are virtually beyond limit.

In fact, geolocation technology is a part of the hottest mobile marketing trends currently in practice. A new report from BI Intelligence has said that location based advertising “promises the sky” in areas ranging from precision targeting to high conversion rates and highly detailed consumer profiles rich with data.

Geolocation isn’t just a technique that will be a short term fad that will rapidly move on.

Geolocation based marketingInstead, geolocation based marketing is something that is only just starting to build a foundation and that is expected to grow exponentially over the months and years. Case studies are proving, one after the next, that those who use these techniques are experiencing the highest results from their mobile advertising that they have ever enjoyed and that the methods are consistently successful.

The BI Intelligence report stated that geolocation can be compared to the use of cookies in desktop computers. It added that “Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering. That’s where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.”

More research, this time from Ballihoo, surveyed 400 brand executives. Among them, a whopping 91 percent had expressed that they intended to make higher investments into their geolocation based marketing campaigns this year.

A recent Berg Insight study also pointed out that geolocation enabled ad spending had been worth approximately 8 percent of the total mobile advertising spending last year, but that it predicts that this figure will grow to 33 percent by the close of 2017, indicating that if there’s one thing that can be said about this technology, it is that it is the furthest thing from a flash in the pan technique.