The world is continually evolving and innovating, giving us advanced technologies and tools to do more and more every day. And one of the most popular of the many new offerings the advancement of technology has provided the world is location-based advertising. Before we get into how or why it is so popular, let’s quickly take a look at the basics. Thus, location-based advertising is a type of marketing technique that makes use of a variety of methods to target an audience based on their location. What happens here is that marketing folks leverage techniques such as proximity marketing, geo-conquesting, and more that are, in turn, based on a variety of avant-garde technologies like beacons, GPS, and IP addresses among other things.
Now, on to what makes it so accessible, the principal aim of location-based advertising is to ensure the delivery of the right message to the right customers at the right time. Location-based advertising has driven the rapid rise in its popularity in the market. This tool has taken targeted advertisements to the next level, allowing companies and marketing professionals to build and deliver the kind of marketing campaigns and content that customers can relate to. Imagine the conversion rate! To help further make a case for this technology, we have put together a list of the primary benefits location-based advertising enables companies in this fiercely competitive market.
- Geo-fencing: What geo-fencing does is allow companies to target and reach an expanded customer base, albeit within a specific geographical area that is defined based on users’ location data. This virtual fence, then, allows companies to deliver alerts, offers, exclusive discounts, and other marketing content to users as soon as they enter the location. As a result, these companies can drive better footfall in their stores.
- More targeted ads: This one works in a way that helps drive customers from your rivals’ locations and stores into your establishment. How? It is quite simple — this technique involves delivering impactful ad and marketing content to customers when they are either inside your competitor’s store or even around it. Content can include lucrative deals and discounts to encourage customers to visit YOUR business instead of your rival’s store.
- Gain an edge over competitors: For this, the beacon technology comes in handy. And even though it works kind of like geo-fencing, it is more suited for smaller areas. It works by tracking users’ exact location, and based on that information; beacon technology can be used to guide users to precisely what they want, thus giving the business an edge over their rivals in the market.
If you are wondering if you should commission a GPS application development project for your business, then the answer is YES! It is because it is crucial for enabling much enhanced location-based advertising, which, as seen above, is a game-changer for any business, especially ones that have physical stores.