Location Based Marketing Software 2024: Beginner’s Guide

Editor’s Note: This post was originally published in Oct 2022 and was updated in Jan 2024 for accuracy and comprehensiveness.

Location-based marketing software uses digital tools to target and engage customers based on their geographical location. By utilizing geolocation technology and data analytics, marketers can deliver personalized marketing messages and promotions.

In today's business landscape, where personalized and localized marketing is paramount, these software solutions play a pivotal role in connecting businesses with their target audience based on their location. In this guide, we'll delve into the best location-based marketing software and discover how it can drive success for your business.

Understanding Location-Based Marketing

Location-based marketing involves leveraging geographical data to target customers based on their physical location. This strategy utilizes technologies to deliver personalized messages, offers, and advertisements to consumers in specific geographic areas. By analyzing location data, businesses can gain insights into customer behavior, preferences, and habits, allowing them to tailor their marketing efforts accordingly.

Geographical data is collected from various sources, including mobile devices, social media check-ins, and online searches, to determine the physical whereabouts of customers. This information enables businesses to segment their target audience based on location and deliver targeted marketing messages that are relevant to their specific geographical area. By understanding where their customers are located, businesses can optimize their marketing campaigns to reach the right people at the right time and place.

Benefits of location-based marketing for businesses include:

- Increased foot traffic to physical stores

- Higher conversion rates from localized advertising

- Improved customer engagement and loyalty

- Enhanced brand visibility in local markets

- Better understanding of customer behavior and preferences

- More effective use of marketing budgets through targeted campaigns

Watch this quick video for a better understanding on "Leveraging Location-Based Marketing to Grow Your Business."
 

Different Categories of Location Based Marketing

In order to attract new and loyal customers, brands are increasingly turning to best free location-based marketing software. It is imperative that brands understand the different types of location-based marketing tactics in order to utilise them effectively and remain competitive. Additionally, they should have a basic understanding of how location-based marketing maintains the privacy of consumers.

In location-based marketing software, there are four primary techniques: geotargeting, geofencing, beaconing and geo conquesting. This is how we coach companies on terminology, as many marketers will interchange some of these terms.

1. Geotargeting

A geotargeting campaign (also known as geo-targeted advertising) using location-based marketing software uses location data to tailor marketing messages to the locality and behaviour of consumers. A location-based advertising technology displays content based on the assumption that a consumer's location is known. Using this software and geo targeting advertising, you are able to show advertisements to consumers based on their actual location when they have opted in to location services for apps (such as a retail or restaurant app). As a result, geotargeting allows advertisers to create more relevant and targeted promotions for their customers, resulting in a greater level of engagement.

There are various types of geotargeting software available, including:

a. IP Geolocation software

This software determines a user's location based on their IP address.
 

b. GPS-enabled Geolocation software

This software uses GPS data to pinpoint a user's location.
 

c. WiFi-enabled Geolocation software

This software determines a user's location based on the WiFi signals in their vicinity.
 

d. RFID-enabled Geolocation software

This software uses RFID tags to track a user's location.
 

e. Mobile Geolocation software

This software tracks a user's location through their mobile device.
 

f. Geo-Fencing software

This software uses virtual perimeters to trigger location-based actions, such as push notifications or targeted advertisements.
 

g. Beacon-enabled Geolocation software

This software uses Bluetooth beacons to communicate with nearby devices and track a user's location.

2. Geofencing

Using location-based marketing software and geofencing, targeted messages can be delivered around specific geographic locations using virtual fences. In addition to offering advertisers many opportunities, these techniques can also help them create more relevant personalised messages, increase engagement, and increase their return on investment. In addition to being as large as a city, geofences can also be as small as a building. It may be possible to build geofences in various shapes - in simple cases, they may be round, while in more complex cases they may be polygonal. There are various types of geofencing software available in the market, some of which are:

a. Radar

Radar is a geofencing platform that helps businesses and developers build location-aware applications. It offers a suite of tools and APIs to help businesses with geofencing, location tracking, and geocoding.
 

b. Plot Projects

Plot Projects is a location-based marketing software that provides businesses with the ability to use geofencing and proximity marketing. Its software is designed to provide real-time information about customer location, behaviour, and engagement.
 

c. Gimbal

Gimbal is a location-based marketing platform that offers geofencing, beacons, and proximity data. It is used by businesses of all sizes to deliver targeted and personalised mobile experiences to their customers.
 

d. Proximi.io

Proximi.io is a software platform that offers businesses tools for location-based marketing, geofencing, and proximity marketing. It provides businesses with real-time location data and insights into customer behaviour.
 

e. GeoMoby

GeoMoby is a geofencing and location-based marketing platform that offers businesses the ability to create and manage geofences, and to trigger notifications and messages based on user location.

Enhance your understanding with this informative video on "Geofencing Advertising for Retailers: Strategies to Drive Sales."
 

3. Beaconing

Beacon marketing using the best free location-based marketing software involves the use of beacons to engage with customers. A beacon is a small, physical object that receives location data from nearby devices via Bluetooth. Because it’s Bluetooth-based, beacons can be deployed in areas with poor cell reception, such as the interior of a store. Beacon data tells the app precisely where in the store customers are walking, which helps optimise the in-store experience. For instance, marketers using beacon marketing can send customers timely, relevant messages about nearby products.

Beacon marketing using location-based marketing software can be used to push promotions, encourage engagement, or simply inform your customers. It is particularly useful for app developers who have brick and mortar stores or for targeting people attending industry events. Beacon marketing works off of location meaning it is possible to gather detailed location data and understand exactly how shoppers navigate brick-and-mortar stores. Insights from this can then be leveraged to improve the customer experience. There are several different types of beaconing software available, including:

a. Physical beacons

These are small physical devices that use Bluetooth technology to communicate with nearby mobile devices.
 

b. Software-based beacons

These are software applications that use the microphone and speaker on a mobile device to emit an inaudible tone that can be picked up by other devices in close proximity.
 

c. Hybrid beacons

These use a combination of physical and software-based beacons to communicate with mobile devices.
 

d. Mobile SDKs

These are software development kits that can be integrated into mobile apps to enable location-based features such as beaconing.

4. Geo-Conquesting

A geo-conquesting marketing strategy aims to generate sales and attract customers by encouraging them to shop at local businesses. The primary target of this strategy is smartphone users, because they can be targeted more specifically. Businesses may also use geo-conquesting to reclaim lost customers from competitors or to drive away competition in a particular region or city. Further, geo-conquesting assists local businesses in attracting customers and bringing them back from competitors, which is dependent on users' location data. Targeted advertisements are prepared to capture users' attention.

Some examples of geo-conquesting software are:

a. InMarket

InMarket is a mobile proximity platform that provides location-based services to its clients. It uses real-time data to help businesses target their customers and create engaging experiences.
 

b. AdColony

AdColony is a mobile advertising platform that allows advertisers to target specific locations and users based on their location data. It offers a range of ad formats, including full-screen video ads, and has a network of over 1 billion users.
 

c. NinthDecimal

NinthDecimal is a location-based marketing platform that helps businesses connect with their customers through real-world insights. It offers a range of solutions, including audience targeting, foot traffic analysis, and attribution.
 

d. PlaceIQ

PlaceIQ is a location-based marketing platform that offers real-time insights and data-driven solutions to its clients. It uses location data to help businesses target their customers and measure the effectiveness of their campaigns.
 

e. Simpli.fi

Simpli.fi is a programmatic advertising platform that offers location-based targeting solutions to its clients. It allows businesses to target their customers based on a range of criteria, including location, time of day, and device type.

Choosing the Best Location-Based Marketing Software

When selecting the best location-based marketing software, several factors should be considered to ensure that it aligns with your business needs and objectives. These factors include:

- Features and Functionality

Evaluate the features and functionality offered by different software options, such as geotargeting capabilities, analytics tools, campaign management features, and integration capabilities with other marketing platforms.

- Ease of Use

Consider the user interface and ease of use of the software. Look for intuitive navigation, customizable dashboards, and easy-to-understand reporting features that will enable your team to efficiently manage and optimize location-based marketing campaigns.

- Scalability

Assess whether the software can scale with your business as it grows. Look for solutions that can accommodate increasing volumes of data, support larger campaign volumes, and integrate with additional marketing channels and technologies as needed.

- Data Accuracy and Privacy Compliance

Ensure that the software adheres to data accuracy standards and complies with relevant privacy regulations, such as GDPR and CCPA. Look for features that support data cleansing, validation, and encryption to safeguard customer information.

- Pricing and Support

Compare pricing plans and subscription options offered by different software vendors, taking into account your budget and requirements. Additionally, consider the level of customer support and training provided by the vendor to ensure that you receive the assistance you need to maximize the value of the software.

By carefully evaluating these factors and conducting a thorough comparison of different software options, you can choose the best location-based marketing software that meets your business needs and helps you achieve your marketing goals effectively.

Best Location-Based Marketing Software for 2024

#1 Location-Based Marketing Software - Sekel Tech

Sekel Tech's location-based marketing software integrates seamlessly with its broader marketing platform, allowing businesses to manage their online and offline marketing efforts from one centralized platform. Its features include rich content optimization, customer segmentation, digital campaigns, precise audience targeting, real-time analytics, and customer engagement tracking. With Sekel Tech, businesses can increase sales and foot traffic while gaining valuable insights into consumer behavior. Pricing is based on the selected plan, with options for businesses of all sizes. Customer reviews praise Sekel Tech for its user-friendly interface, robust features, and excellent customer support.
 

#2 Location-Based Marketing Software - HubSpot

HubSpot offers a comprehensive suite of location-based marketing tools designed to optimize online and offline marketing efforts. Key features include customer segmentation, personalized content creation, automated campaigns, and real-time analytics. Pricing is based on the selected packages, with options for businesses of all sizes. Customers appreciate HubSpot for its user-friendly interface, powerful features, and comprehensive customer support.

#3 Location-Based Marketing Software - MailChimp

MailChimp's location-based marketing software enables businesses to create and send targeted email campaigns based on customer location data. Key features include customizable templates, automated campaigns, A/B testing, and detailed analytics. Pricing is based on the number of subscribers and emails sent per month, with options for businesses of all sizes. Users praise MailChimp for its ease of use, affordable pricing, and reliable deliverability.

#4 Best Free Location-Based Marketing Software - Netmara

Netmara offers an omnichannel customer engagement platform that includes location-based marketing tools. Its features include mobile and web push notifications, in-app messaging, marketing automation, and analytics. Pricing is based on usage, with options for businesses of all sizes. Customers appreciate Netmara for its personalized customer experiences, robust features, and responsive customer support.

#5 Location-Based Marketing Software - Cisco Spaces

Cisco Spaces is a location-based marketing platform that enables businesses to create immersive virtual experiences for customers. Its features include virtual tours, interactive maps, personalized recommendations, and real-time analytics. Pricing is available upon request. Customers praise Cisco Spaces for its innovative approach to location-based marketing and seamless user experience.

#6 Location-Based Marketing Software - Litmus

Litmus offers location-based marketing software that allows businesses to create and send targeted email campaigns based on customer location data. Its features include customizable templates, automated campaigns, A/B testing, and detailed analytics. Pricing is based on usage, with options for businesses of all sizes. Customers appreciate Litmus for its intuitive interface, powerful features, and reliable deliverability.

#7 Location-Based Marketing Software - PlotProjects

PlotProjects provides location-based marketing tools that help businesses engage with customers based on their real-time location. Key features include geofencing, push notifications, audience segmentation, and analytics. Pricing is based on usage, with options for businesses of all sizes. Customers praise PlotProjects for its ease of use, accurate targeting, and measurable results.

#8 Location-Based Marketing Software - GroundTruth

GroundTruth offers a location-based marketing platform that enables businesses to reach customers based on their real-time location. Its features include geofencing, location targeting, audience segmentation, and analytics. Pricing is available upon request. Customers appreciate GroundTruth for its accurate targeting, comprehensive features, and responsive customer support.

#9 Location-Based Marketing Software - Optimove

Optimove provides a location-based marketing platform that helps businesses create personalized customer experiences based on their real-time location. Key features include customer segmentation, personalized campaigns, predictive analytics, and automated workflows. Pricing is based on usage, with options for businesses of all sizes. Customers praise Optimove for its advanced targeting capabilities, actionable insights, and measurable results.

#10 Location-Based Marketing Software - GasBuddy

GasBuddy offers a location-based marketing platform that helps businesses reach customers based on their real-time location. Its features include location targeting, personalized offers, fuel price comparisons, and loyalty programs. Pricing is available upon request. Customers appreciate GasBuddy for its accurate fuel price data, money-saving offers, and user-friendly interface.

Recent Trends of Location-Based Marketing in 2024

Recent trends in location-based marketing for 2024 include:

- Experiential Learning

Face-to-face activities fostering brand awareness, business opportunities, and long-term customer loyalty are crucial for an omnichannel experience.

- Immersive Experiences

Brands are leveraging augmented reality (AR) and virtual reality (VR) to actively engage customers, adding interactivity to campaigns, pop-ups, and events.

- Digital Media

Utilizing in-app ads, website banners, SEO, and content marketing to shape consumer perception and influence purchasing behaviors.

- Augmented Analytics

Machine learning algorithms analyze data at a rapid pace, allowing marketers to make actionable inferences based on current trends and past patterns.

- Blockchain

Blockchain technology holds promise for disrupting media acquisition and record-keeping, potentially enabling direct business transactions without intermediaries.

- AI-Driven Development

Artificial intelligence is becoming integral to solving marketing challenges and optimizing ad targeting in real-time.

- Digital Twins

Virtual simulations combined with real-time data facilitate marketing tests and scenario planning, enabling better decision-making and product demonstrations.

Dynamic Solutions & Process Offered by Sekel Tech for the Following Industries

Sekel Tech offers a process to brands to make the most efficient use of their data, starting right from your customers finding out about you to them clicking on the ‘checkout’ button! Sekel Tech is a SaaS based company that advances at SEO, Local listings, Microsites, online reputation management, first party data, etc single handedly. Sekel Tech’s client base is inclusive of widely known huge brands that have been the company's clients for the past few years and the company has understood and recognized the problem areas of the company and offered multiple services with just one tool to the brand.

Sekel Tech offers the best free location-based marketing software in addition to its services in the following domains/sectors:-

- Healthcare

- Real Estate

- Legal sector

- Finance sector

- Automotive

- Hospitality

- Insurance

Frequently Asked Questions (FAQs)

1. How Do I Create a Location-Based App?

To create a location-based app, you need to have a clear understanding of your target audience, the type of app you want to create, and the technologies you will need to use, such as GPS or Bluetooth. You will also need to work with a developer or development team to create the app.

2. What is Location-Based Automation?

Location-based automation refers to the use of software or tools to automate marketing processes that use location data, such as sending targeted messages or alerts to users based on their location.

3. Why are Location-Based Apps Important?

Location-based apps are important because they allow businesses to deliver personalised and targeted marketing messages to customers based on their location, which can lead to higher engagement, conversion rates, and customer loyalty. They can also provide valuable insights into customer behaviour and preferences.

4. What is Geofencing Location-Based Marketing?

Geofencing location-based marketing involves creating virtual boundaries around physical locations, enabling businesses to send targeted messages or promotions to users' mobile devices when they enter or exit a defined area.

5. How Do You Market Locally?

Marketing locally involves targeting specific geographic areas through strategies like optimizing Google My Business listings, leveraging local SEO techniques, and engaging with the community through events or sponsorships. By tailoring marketing efforts to local audiences, businesses can enhance visibility and attract nearby customers effectively.

Final Thoughts

To increase sales revenue and brand awareness, some brands tend to take a shortcut and think that using the first software that comes under the umbrella of “best free location-based marketing software” will give them results. However, it is crucial to choose a tool that uses softwares with accurate data and is a credible software in the market. It has proven to be an effective strategy for businesses because it allows them to reach a large number of engagements and improve the user experience. In order to better understand customer behaviour and offer the right offers at the right time, location data is valuable. In spite of that, it is only one data point. Location data must be combined with additional insights to create the best customer experience.

Take Advantage of Sekel Tech’s Best Location-Based Marketing Software

Best Location-based marketing software is a must for any business that wants to convert its leads into customers. The different techniques under location-based marketing helps a business to recognize its customers and then market them a particular product or service depending on their location. It has the capability to increase businesses and capture a market share that would be difficult to capture otherwise.

With Sekel Tech's location-based marketing software, business owners can smoothly integrate the online and offline worlds through its suite of easy-to-use location-based marketing services and solutions. As part of this strategy, it is intended to optimise the consumer experience both online and offline.