What is Location Based Marketing?
Location-based marketing enables marketers to communicate with prospects who are nearby by sending them marketing messages. Messages may be customised by businesses depending on shop locations, travel routes, weather, and, of course, the buying habits of the neighbourhood.
Location-based marketing is better equipped to tap into a customer’s habits and shopping patterns since it is based on the customer’s location and activity. It is quite helpful in enticing local customers to visit by creating deals and advertisements that make sense to them and relate to them.
Location-based marketing is, in a sense, a customised and targeted type of digital advertising where the context is the geo-location of the advertiser or the individual.
Imagine getting a location-based marketing-focused mobile advertisement that informs you about a fantastic clothing brand deal that is now taking place at a store just a block away from you. It would be difficult to resist going to the store, wouldn’t it? particularly if you are close!
Additionally, if your location-based marketing ad has a “Get location” button strategically placed on it, it will provide your prospects with the address right away. That is location-based marketing’s potential.
Advantages of Location Based Marketing
The likelihood of showing a customer something relevant improves when an advertisement is tailored depending on their location.
Brands have a better chance of dynamically targeting customers at key moments since location-based content is sent to consumers in real-time.
Directly targeting a certain audience can help you draw in high-quality leads and increase conversion rates.
When you concentrate on the target demographic and their hyper-local data, conventional mobile advertising is far more successful. Location based marketing is thus employed as a customised kind of advertising that promptly reaches the intended population.
Mobile targeting enables brands and companies to advertise to the right consumers by using demographic and other key data elements. The ads work by finding and sorting customers who are most likely to fit the profile of their “ideal customer.”
Location-based mobile ads send relevant messages to people who go to a certain place within a certain time frame.
Imagine entering a theatre and being welcomed with advertisements offering you great prices on snacks while you’re there.
Modern ad designers are aware of the use of devices and technologies like beacons, wifi, and Bluetooth that may communicate with your telephones. Such information could aid in putting the audience’s viewing of the commercial in context.
Location Based Marketing Case Studies
Tesco used proximity targeting to raise brand awareness of new store openings, targeting the potential customers within the area. Stores supported by this technology reached their average weekly visitation targets 43% faster and 26 days earlier than non-supported stores, and were also 2.5 times more likely to reach those targets at all.
A local DIY store used GPS proximity marketing to show ads to potential customers near key locations. Mainly targeted the customers visiting the competitors’ stores, and the number of requests for address information increased by 25%.
Another customer, a casino in Cyprus, used proximity marketing to welcome their guests. While members are sent a personalised welcome message, non-members receive messages on the benefits of becoming a member.
Customers of Virgin Atlantic get relevant messages based on where they are in Heathrow Airport. For example, they might get directions to the baggage claim and security gate.
Industries Using Location Based Marketing
There are countless opportunities, and there is no reason why your company can’t gain from an LBA ad. Hyper-targeted marketing strategies are increasingly being adopted by a variety of industries, including retail establishments, spas and beauty services, hardware stores, auto repair shops, and financial services, among others.
Book Your Consultation Slot
How Effective is Location-Based Marketing?
Many people own cellphones and travel around with them at all times. Because of this, there are lots of chances to gather and examine client location data and deliver tailored messages based on a customer’s location.
Location-based marketing efficiently raises brand awareness, enhances in-store traffic, and spreads the word about your company. Also, if it’s done right, it’s a fairly cheap marketing strategy that can be very effective.
Location Based Marketing Targeting Capabilities
Timezone and Day/Hour Targeting
Content (Site, App) Targeting
Weather Condition Targeting