Location based marketing is the technique of providing targeted, real-time advertisements to people based on their current location. It makes use of geo-location devices to sense the customer’s current location and display relevant ads, offers, promotions and product recommendations. Targeted product informations and offers are delivered to customer phones through SMS when they are in close proximity to a retail store or even as they walk across an aisle within a store. Location based marketing brings the huge benefit of attracting customers and boosting sales.
Why is location based marketing on the rise?
The primary reason for the rising popularity of location based marketing is the increasing use of smart phones. Six in ten UK adults (62%) now use a smartphone. 48% of mobile phone users prefer downloading mobile apps for various purposes with smartphone users having an average of 23 apps in their device.
Customer preferences are also changing with 72% consumers admitting they will respond to call to action if they are within sight of the retailer. Emergence of new technologies like Wi-Fi positioning, Near-Field Communication and GPS enabled Apps that can pin-point a device (and hence the customer’s) exact location at any time have immensely aided location based advertising. In-store sensors and beacons help convert sales better by sending alerts to a customer as they browse items in a store.
Types of location based marketing
The two types of location based advertising are Push and Pull.
Under Push services, location specific alerts are sent to the customer’s phone without the customer actually requesting for it. However, the customer should have agreed to receive such alerts previously, for ex: through a subscription or through consent given while downloading an app.
Under Pull services, the customer uses his or her phone to explicitly ask for location specific information. For ex: a person using a smart phone to locate the nearest cinema or coffee house.
Push is considered to be more expensive than pull. It is more network intensive as it requires continuous information on the subscribed users within the monitored area. Too much of push notifications can also be considered intrusive and may have a detrimental effect. Retailers need to understand customer behaviour to predict what kind of alerts may be useful to a customer and what will be simply annoying. They would also need to store history of past communications with the customer to prevent sending redundant alerts.
Advantages of location based marketing
• Higher customer engagement and loyalty
• Targeted alerts can be used to reward loyal customers
• Results in more footfall in stores
• Creates customer interest and generates more sales
• Helps to create brand awareness
• Gives the business a greater competitive edge
• Data collected gives useful insight into customer behaviour
The mobile context and location services market is set to reach $43.3bn by 2019, up from $12.2bn in 2014. While SMS alerts have been around for a long time, nine in ten people dislike being targeted with irrelevant messages. Location based advertising helps to deliver timely and relevant messages that are useful and can be immediately acted upon by the customer. Businesses that use it intelligently stand to achieve higher conversion rates, greater customer satisfaction and consequently, more revenue.
We wanted our social media pages to help increase our brand value and improve sales. Since Creative Ideaz handled our account, we have seen this happen.Alt Noir
I would like to thank Creative Ideaz and in particular Kurt for guiding me through the process for my new website, they made it very simple and smooth. I would highly recommend the whole team and would definitely use them again.DanceMax
Having used Creative Ideaz for our original website several years ago, I was more than happy to retain their services when our website needed a revamp. The quote we were given was excellent value and the service we received, from the initial meeting and through the planning process with Kurt into the website design and development was faultless. The finished product is exactly what we were looking for, it is clear that Creative Ideaz really know what website users are looking for.
I would certainly recommend for anyone looking for a great quality website for excellent value for money and superb customer service.BCOP
Creative Ideaz have recently helped to revamp our website and have really made a huge difference, helping us to bring our online presence forward leaps and bounds. We would definitely recommend Creative Ideaz to anyone looking for excellent customer service and a great website.Cumbria Park Hotel
We came to Creative Ideaz with our vision and they worked endlessly to make this happen. This resulted in a great website and a continued relationship with their team.Merridale Furnishers
Thank you Creative Ideaz for your expertise when putting together our MCM website. This is our first website and it's stimulated the campaign to raise our brand awareness and promote our products.
Creative Ideaz's advice and assistance throughout the process has been invaluable. Your experience and dedicated staff helped us to cover all the points that are necessary to have a quality website. Your standard of work is above what we've previously sampled and you are all extremely efficient. We have recently set up a new divisional arm to MCM and we will have no hesitation in using Creative Ideaz as our preferred web design supplier for this next project.MCM Ltd
I am very satisfied with the website design service provided by Creative Ideaz and would like to thank them and Kurt for all the hard work. They incorporated everything we wanted to see in our website better than we could have imagined and followed through from planning to development flawlessly. We are aiming to add more features as our business grows and will be returning to Creative Ideaz to help bring our ideas to life once again. Very pleased with the outcome and I recommend them highly!Incore Umbrella
I would highly recommend Creative Ideaz. I found them totally approachable, helpful and outstanding with support. Highly delighted with the fantastic website created for us, putting me at ease with the latest technology. A company who certainly listens to their clients.Brewers UK
It has been a pleasure working with Kurt and the team at Creative Ideaz. Professional and dedicated to fulfilling our requirements at all times, they listened to and worked with us, provided us with daily progression updates and they have created exactly what we wanted, a new look, smart, fully responsive website.
We would highly recommend Creative Ideaz to anyone looking for creative website design and we would not hesitate to use their services in the future.Walsall Society for the Blind
TabTime Ltd moved their IT/website business to Creative Ideaz around 5 years ago and are very pleased that we did. The service we get for major or minor changes and requests is quick and efficient, and their charges even when compared to the offers from India and the far east are very competitive. The Creative Ideaz Website Optimisation department is always willing to offer advice and discuss changes and we appear in the first 1-2 pages for all our Keywords on Google UK. Yes, we would recommend Creative Ideaz to anyone or any company looking for a new and reliable web and email companyTab Time
Just wanted to say thank you to Kurt and the team at Creative Ideaz for the website. Excellent job, professional service, and very quick at attending to the changes we needed done. We are very pleased with the website! Would recommend to anyone looking a professional website.
Thanks againUberfone Ltd
The most important thing to me was the friendliness and sincerity. Although I knew nothing, I was never patronised nor left feeling incompetent. Kirien is very good at tailoring the information required to the client and taking his time with any misunderstandings one might have. Doesn't rush and nothing is too much trouble. Plus I can only listen to someone I perceive as genuine - this is why I went to Kirien.Blue Lantern Nursing
Creative Ideaz helped to set up our online shop website and have gone on to manage our marketing campaign, including Search Engine Optimisation. Not only has this resulted in a first page ranking on Google and an increase in sales, but we have also established a strong ongoing relationship with Creative which I hope will continue for many years to come.My Geex
In a few words, they just get it. We wanted to grow our business and Creative Ideaz knew how to do it and we have seen great results.Footprints Footwear