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If you want to put your consumer at the heart of everything you do, then location-based marketing is relevant. It will give you a fantastic and novel way to engage with them.
Location marketing is the holy grail of digital content. It allows you to bring the most important factors together: where people live and be part of the moments that are the most important to them.
With location technologies, you can be very clear and specific about how content is delivered. You can deliver an idea or coupon or tip to their screen in a non-spam way that is there to be digested or rejected.
Location technologies enable you to target consumers when they are doing something they really love like going to the gym or the open marketplace. By doing this you can create a certain relationship between consumer and brand.
Context is key and location is a significant ingredient of context. Location-based services (from Foursquare to Facebook Places) are still in their infancy and a long way from the mainstream. But this will change and they will give richer possibilities.
“I envisage the day when I can walk into the main shopping centre in my home town and receive tailored offers, messages and experiences as the result of my signaling who I am, where I am and what I’m doing. The battle then will be who controls the experience, and that has to remain in the hands of the individual.” Dan Hart General Manager Europe and Asia Viator
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