The market for applications and services based on geolocation are getting increasingly greater relevance and are becoming a very interesting option for marketing campaigns both large and small and medium enterprises (especially those that have a budget more limited ). The fact that the location is emerging as the key to mobile advertising relevance is indisputable today, but for consistent delivery of advertising is necessary to solve several different challenges at the same time, especially:
- Data correct location: this is the first critical piece to be able to return relevant content and offers based on the time and place users. This location must be very precise to appeal to the “impulse buying” although not necessarily to trace the locations using GPS to get this precision as you can see in solving Wikout.
- Content management attached to locations: the activation of mobile campaigns based on geolocation require time and have content that will provide up to date. A management system robust content focused on managing placements can offer opinions and user photos, location information, events nearby, discounts or coupons linked to each location, check-ins and even information about traffic or time to do the experience even more relevant.
- Management of campaigns by location: any mobile marketing program that claims to be relevant should also:
* Authenticate location, for example, to ensure that a user can not check-in from the other end of the city.
* Limit the frequency, so that a user will never see the same ad twice
* Using existing data in your CRM segmentation based on behavior or behavior to dynamically assign customized marketing message units. Imagine your nearest supermarket provides you with information and special promotions only your favorite brands.
When these pieces are not in the proposed solution the relevance caused by the location crumbles and effectiveness of these campaigns begins to decay. This is especially significant for companies with a small marketing budget which will see a wide range of cost of customer acquisition by comparing campaigns with the same budget that took into account these tips (hyper-relevant campaigns) campaigns that do not have had and whose performance will be significantly lower. The good news is that small businesses are adopting more quickly for such location-based tools, after all, big companies are those that can afford to make large campaigns without filters, everything is brand image and that all super-sugary desire to bring coffee at that time.
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From a consumer perspective, there is no doubt that the level of interest is high. Some of the statistics Yelp are amazing when it comes to location: half a million calls and navigation prompts million to reach local businesses advertised generated directly from the iPhone application.
An important next step we can expect to see on mobile developments is continuously updated and correct content aggregation based on geolocation from many different sources to create a truly relevant experience for consumers.