A recent article from Marketing Land describes location-based marketing as “the intersection of people, places, and media.”
This evolving new capability centers around the idea of understanding your customers’ context — such as their current location, their location history and their current or historical beacon proximity — to deliver more relevant, timely content as a result.
Enabled by apps, mobile marketing leaders are using location-based audience segmentation to craft smarter messages to engage their mobile customers and win a greater share of smartphone and tablet screen time. With the continuous evolution of location technology, three key concepts are emerging: presence, history and proximity. Brands can now deliver the perfectly targeted message in the most relevant time and place, and achieve levels of engagement other channels would drool over.
The Power of Push Notifications
Push notifications essentially alert a smartphone user of an unread text, email or in-app message. Push acts as a tool for retailers to communicate discounts, announcements, reminders and other news immediately with their customer base.
Today’s consumers want access to their loyalty rewards at the very moment of checkout. Eliminating the need for your loyalty club members to pre-plan, print out, or carry discount coupons garners more sales. By populating each app user’s account using push notifications, your customers are more likely to complete a spontaneous purchase decision in-store, rather than waiting until they are armed with paper coupons that you’ve spent money designing, printing and often mailing to their physical address. This also creates a more personalized approach to recognizing your most loyal customers, and feeling valued is a primary driver behind a customer’s devotion to your brand.
Beacons and Push Marketing
As Marketing Land notes, with beacon deployments, brands can detect their customers’ location within a matter of inches, allowing them to capture precise intelligence down to a shopper's exact whereabouts in a store. And research shows that many consumers are accepting of both location tracking and push messaging — the opt-in rates average 62% and 51% respectively.
Using a combination of these approaches, retailers can trigger personalized incentives and deals to reach their prospective or current customers based on their location, demographics, purchase patterns and search history. This can decrease ad spends and increase subsequent action after a marketing message is received. In fact, Search Engine Journal recently reported that rewards sent by push notification are opened 8 times more than those sent via e-mail, and a study by ExactTarget revealed that only 8% of consumers wait or ignore a push notification before checking it.
On average, GPShopper clients experience a 150% spike in traffic and an increase of 20-50% in conversions on the same day a push notification is distributed to their customer base. The key to using push notifications properly is to allow the customer to choose what he or she wants to see. Explicit opt-in and opt-out policies are essential to gaining and keeping consumer trust, and that trust is critical in building brand loyalty.