We Spy a New Marketing Trend | Location-Based Marketing

Author: Jack Martin

As we maneuver our way into new eras, we find ourselves returning to simplistic theories once again. Similar to how bellbottoms made their way back in style, location-based marketing is back on the rise. As in the times before digital marketing, consumers were targeted based on location. If you couldn’t reach your target market within the same area code, you could forget having them as a customer. In today’s day and age, with mobile marketing and online retail applications, selling to anyone in any vicinity around the globe can be done with the click of a button. If we have that capability, why go back to such basic nuances? Personalization, that’s why.

Re-Establish Close Ties

Larger companies like Apple have implemented iBeacons, a system for location tracking to improve personalization and data generation. As a marketing team, gaining an understanding for your target market can help build your business immensely. If you were capable of tracking where your clientele was going and how long they are spending at any given location, you can use that to your advantage when determining how to go about gaining their attention. Aside from tracking the location, you will also be able to send out alerts and “welcomes” accordingly. Once you’ve acknowledged the location of your consumer, you can then retrieve access to how they’ve reacted to your outreach through analytics.

Stalking vs. Tracking

As we make the transition from traditional marketing to location-based marketing, consumers will start to question why certain information is needed. It’s important to advocate for location settings to be turned on in order to receive offers and promotions amongst arrivals to their favorite venues. Consumers will be much more likely to readily provide that information if they know that they will be receiving something in return. Along with offers and promotions, tourist attractions have come aboard by thanking visitors for their attendance and business upon arrival. A simple thank you or welcoming message can really go a long way.

A Personal Message

Often times, when listening to the radio or watching an ad on TV, we’re more likely to notice an advertisement if it has some sort of direct relation to us. For example, if you’re living in Wisconsin and an ad for a Door County Tourist attraction pops up, you’ll be more likely to listen in because of the close proximity to your location. The same goes for any type of commercial advertisement. Another example- Spotify. When you’re listening to a station of choice and a commercial comes on indicating that a playlist exists for Milwaukee socialites that like to have fun on the weekends, you’ll be ten times more likely to download or follow the playlist than if the commercial simply stated “playlist for fun-goers.” See what we mean? Marketers can really communicate with consumers by just putting in the extra work to personalize your message.

Location-based marketing has been a thing of the past, yet has proven to be a method of the future as we witness the effect of personalized messages upon arrival at a given destination. While there have only been a handful of venues to participate, including MLB stadiums, the idea of marketing based on location has grown tremendously since its debut and will only continue taking strides towards a well-connected target market.