A Primer on Location-Based Mobile Advertising & Marketing for SMBs
In the recent times, location-based mobile marketing has emerged as a strong opportunity for the small and medium businesses operating in the localized domains. It offers an exciting advertising option to reach the customers with personalized messages. As per a recent research report published by Berg Insight, mobile location-based advertising (LBA) and marketing will expectedly grow with at a CAGR of nearly 54% to reach $14.8 billion by the end of the year 2018. The same report also stated that this form of advertising will constitute approximately 7% of the total digital advertising expenditure.
What is Location-Based Advertising and Marketing?
The Geo-location-based marketing is the method of promoting a business by personalizing the content according to its targeted audiences. The messages can be tailored as per their buying behaviors and interests. And, all this is done in the real-time. It uses the geo-location garnered from their mobile phones for sending targeted offers and discounts related to their hyper-local data. When used perfectly, this extremely personalized advertising can bring unprecedented results for the advertisers and businesses.
Why should you prefer location-based mobile advertising and marketing?
There are many compelling reasons proving the effectiveness of this advertising format. With the growing number of smartphone users and easy availability of consumer data, it has become simpler to reach your targeted group of buyers with some streamlined strategies. There are reports suggesting that mobile ads are much cost-effective as compared to the traditional methods of advertising. Users are no more averse to the idea of sharing their location on the Facebook, Instagram, and WhatsApp with their friends. Also, they prefer using the apps like Uber, Gas Buddy, Ola, etc. for location-based searches.
This channel is proving exceedingly effective due to the reasons like:
The Level of Personalization:
Consider this- A tourist is walking through the shopping district of your city where your shop is located within 500 meters. Suddenly, she finds an amazing offer on your exclusive brand surfacing on her phone. She tries to get the location since this is what she was looking for. This is the level of personalization offered by the location-based marketing services.
Messages Are Sent In Real-Time:
The hyper-local data emphasizes on real-time sharing in location-based services. It facilitates in sending targeted messages at an accurate time. The devices like beacons are the best examples of this advertising form. They send relevant messages to the people passing by the shops in the real-time.
Better Targeting of Messages:
Instead of sending generic messages, advertisers can create more targeted content using location-based data. The ads should be built to be bang on target. This strategy works on the natural instincts of people traveling through different locations. The ads are sent accordingly.
How Should You Plan Location-Based Mobile Advertise For Your Brand?
There must be a comprehensive and well-planned strategy to advertise your business in the digital domains. In this regard, you can follow the steps mentioned here.
Buy the Ad Space:
As a matter of fact, the success of LBA largely depends on the media buying process adopted by you. Hence, you must buy the ad space judiciously to display your advertisement in a proper manner. Here, you can use a Demand Side Platform or DSP for buying the space and managing the campaign. In both the cases, you should preferably hire an agency working with DSPs and offering a comprehensive set of services.
Plan the Campaign:
The campaign must be diligently planned for ensuring its success. Leverage the technology. Use hyper-local data. Optimize the unique factors of this tactic and analyze your customers and their interests. Create an enriching banner text and design with instant gratifications for the users to compel actions. Consider the genetic metrics and specialized approach of measuring customer engagement and conversions. Prefer highly targeted locations and places where your targeted audience will be present at a particular time. Use location-specific keywords. Understand the user demographics and study their search history to reach your audiences effectively.
It includes banner design and content. Instead of using conventional static banners, use dynamic and interactive banners to engage the audiences. Use the features like easy to claim coupons, direction features to bring people to your store location, tap-to-call function for advance bookings, etc. You can get your campaign designed from the scratch or use a template for the same.
Manage the Campaign:
Once you’re done with the creative part, it’s time to implement this plan. In this context, you need to monitor the entire process closely to ensure its timely execution. Collect and track data properly to prepare accurate reports. These reports tell the exact performance and ROI of the campaign. You can use the same data for optimizing your advertising strategies.
Geo location-based marketing has always proved its efficacy for the small and medium enterprises. It can enhance the footfalls to a physical store and increase conversions on an online business. Geo-Location based Mobile app development paves possibilities in the areas of tracking, mapping, navigation and beyond. The possibilities of the Geo-Location application development is endless. Octal Info Solution develops highly sophisticated and functional mobile based Geo-Location application. We cater to deliver focused and presentable Geo-Location mobile application services.