Location-based marketing has been described 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.
However, brands must tread carefully. When you collect location data but fail to provide a relevant, valuable experience — and worse, when you cross assumed privacy boundaries — your customers may disable location sharing… or delete the app altogether.
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.
Beacons: Microlocation Brings New Possibilities
With beacon deployments, your brand can detect their customers’ location within a matter of inches. This allows you to understand who’s attending an event, or precisely where someone is within a store. And, according to research we’ve conducted, many consumers are accepting of both location tracking and push messaging — the opt in rates average 62% and 51% respectively.
Brands can craft specific and engaging real-time experiences for their customers — or, alternatively, use historical location or proximity information to target future campaigns. Knowing precisely which parts of the store someone browses can be the difference between sending a follow-up message about tires or tiaras.
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