For many marketers, mobile is the blessed Grail for Location Based advertising. Location Based promotion promises an unique new way to connect with consumers and deliver highly appropriate and targeted messages at a time and place when a buyer is most expected to act on them.
Location based marketing is largely defined as: any application, service, or campaign that incorporates the use of geographic location to deliver or improve a marketing message/service.
Geographic location data may be obtained via a wide variety of methods and technologies. A consumer can directly provide a Postal Code, Zip Code, or City; or the precise location2 of the consumer and their device can be automatically determined using services provided by mobile operators or automatic detection of location as determined by the hardware, i.e., GPS-enabled or, Wi-Fi-enabled devices.
Marketers can use this geographic location as a means to deliver a more relevant, targeted advertisement and/or a service, to the user.
Here are some of the Types of Location Based Marketing:
- Embedded Icons: (Sponsored embedded advertising) the sponsorship deals can be map embedded or on-the-page/in-app. Sponsored embedded advertising that displays without a search term but is based on end-user’s interests and / or brand affinity. Icons or logos displayed in maps or augmented reality to help user determine relevant proximity/location.
- Search (aka: Local Directory Advertising): Advertising for listings of local merchant retailers. For example, CitySearch, Dex, Yellow Pages all fit in this category. Generally these campaigns will include some form of user targeting to show listings only to users in a relevant geographic area.
- Location Triggered Notifications: Uses proximity information (Wi-Fi, Bluetooth, GPS or Network-based) to provide App Alerts or Messaging based on user preferences and opt-ins. These services can be automated (vs. requiring a check-in or app) and can run on both smart and feature phones. Once opted-in, alerts are delivered whenever a consumer is nearby a store, and can be tailored to a specific location (e.g. incorporating address or directions) and an offer specific to that nearby store.
- Location Branded Application: The usage of LBS technology to enhance brand-owned mobile media services. Media brands are the most ardent supporters of these apps.
- Check-in Based Contests and Games: Reward the user (typically with discounts or coupons) for visiting retailer locations and “checking in”. LBS are used to verify that the consumer was at or near the retailer location at the time the consumer is checking in.
- Click-to-X Routing: Routing either calls, data from broad campaigns to local call centers or localized information. For example a nationwide auto dealer might use LBS to route calls from a nationwide click-to-call campaign to the nearest local auto dealer based upon the consumer’s precise location.
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