Trading goods and services over the internet or e-commerce is the direction most successful businesses have taken. It provides a wide customer base as literally everyone with access to the internet is a potential customer.
Traditional ways of internet marketing are no longer as effective as they were before. The new technology that has taken the internet market by storm is location-based marketing. This means creating more personalized marketing content.
When you have an idea where the people you intend to serve come from or currently reside, you can target your ads or messages appropriately. Even more beautiful about this method of targeting is that it is appropriate for most types of businesses.
Location Based-Offers and Their Benefits to Consumers
Location-based marketing involves many types of marketing including geotagging, geolocation, geofencing, and geo-conquesting among others. Using these concepts, marketing teams can reach consumers on special qualifiers including proximity to the store, the happenings in their region, the nature of services, and so forth.
Geo-targeted marketing has proved to be incredibly effective across all customer cycles – from identification to purchase to engagement and retention.
When used in a proper way this concept can allow marketers to narrow down on specific customer segments with targeted offers. This has the effect of enhancing the consumer experience for a group that increasingly values immediate gratification.
A good example would be an alert to prospective customers in a particular location that a product or service they have been looking for or a product they have been thinking to purchase is stocked in a store near them. Thus allowing the buyers to assess the service or pick the product right away.
Reasons Why Location-Based Campaign is an Excellent Marketing Tool
Geotagging and other location-based offers allow marketers to design ads and content tailored to consumers within a specific geographical area, called geofence in the case of geofencing.
For instance, people living in rural Saskatchewan may have vastly different priorities than people living in Toronto. Thus developing content that would be appealing to the audiences of both locations would be useless at best.
Geofencing works by targeting internet-enabled devices, such as PCs or Smartphones within a specified geofence. Customers who travel to such locations may receive alerts on their devices or notifications about brand offers, events, and limited-time promotions and thus interact with the brand.
Geo-targeting is an excellent strategy for marketers that wish to bring more local consumers to their business. It thus focuses on a specific location rather than attempting to appeal to a wider audience online. This way, marketers can lure customers without high acquisition costs.
Geotagging offers additional benefits especially if it is coupled with geolocation. This is because you can optimize your marketing website through proper geo-targeting. You can learn more about Geotagseo to realize the magic behind it.
Benefits of Location-Based Marketing
As a marketer, you can gain lots of benefits by employing location-based marketing. Below are short descriptions of these benefits.
1. Boosted Sales
All local-based marketing strategies allow you to attract better customers who are most likely interested in seeking the service or buying the product. By placing ads specific to their location and in front of them, you are giving them the confidence to make purchases.
Research conducted by a small group of researchers found that almost 90 percent of marketers interviewed said that location-based ads helped them get better response rates, engagement, and faster growth of customer base.
It is also a proven fact that local-based e-commerce marketing paired with spiritual local marketing campaigns provides consumers with a better overall experience. Such customers will most likely keep returning.
2. Location-Based Consumer Segmentation
Segmentation allows you to group your potential customers based on several identifiers including socioeconomic status, attributes, activities, and shared interests. However, the success of this segmentation depends on the accuracy of the location-based data collected and the ethical considerations used to collect it.
Further segmentation can help you identify where the customers are so that you can send them personalized notifications and alerts about offers and promotions.
3. Better Rates Of Conversion
The use of marketing strategies such as geofencing and geo-conquesting allows you to capture potential consumers and boost your physical store’s footfall. When customers see discounts or other promotional offers for products they need, they won’t hesitate to buy them.
The convenience associated and immediacy associated with location-based targeting and advertisements result in better conversion rates for your business. After all, who would want to drive several miles away when they can get what they want a stone’s throw away at a local store?
4. Improved Return On Investment (ROI)
Location-based marketing means working smarter than working harder. If you take your time to collect data, analyze it and geotag data to customize promotions for your customers, you will notice better engagement and conversions. This would result in a better return on investment given the fact that the resources used to do all these are much less compared to traditional methods of marketing.
Wrapping it up
Location-based marketing is a formidable weapon that can guarantee any business success if used properly. Customers, on the other hand, enjoy almost instant services or products since ads, promotions, and offers are more personalized. As a marketer, you will enjoy augmented sales, better conversion rates, improved return on investment, and better customer satisfaction. All these are ingredients of success in e-commerce.
