Location based marketing is the ultimate tool for time and place: allowing businesses to promote their products and services in order to find the right market placement, and for their customers to receive tailored treatment based on their interests and needs.
These include geo-targeting, geo-fencing and a newer technique called beaconing.
- Through push notifications and promotional pop up messages, these services allow businesses to leverage their strong-points to enhance their consumers’ experience and boost their revenues.
- Companies are building unified customer records that match the mobile device you use with any browser you open and are logged into on their site.
- Combining proximity-based strategies with mobile applications and robust customer data hubs is resulting in some amazing technology that will transform the online-offline relationship between customers and retailers.
An info-graphic about geo-fencing that describes the differences, benefits and results.
A quick primer on some basics for geofencing:
A Geofence is a virtual perimeter that is set in a radius or polygon format used to typically trigger a notification of a device entry, dwelling or exit of that perimeter. The geofencing industry is said to be and estimated 300 million dollar industry by 2017.
Geofencing is not limited only to mobile devices. Geofencing can be done just as effectively, or sometimes more effectively, via desktop and tablets.
- To do geofencing on mobile the user must be within either an app or a mobile web browsing session. A user must be able to look at their phone.
- Geofencing can often be highly effective in situations where the person is walking or primarily stationary, as they’ll have the opportunity to safely engage with their phone.
- Conversely, geofencing doesn’t work well when the user is likely in their car as they are not likely to be within an app while driving.