Location based marketing software is a tool for planning, managing and tracking projects that enables online businesses to segment their target audiences based on the locations where their customers are. They can be targeted using their data.
Utilising tools already built into social media sites and Google’s search engine is the best way to begin using a location-based marketing platform. This type of best location based marketing software allows you to select the location where an advertiser’s ads will be displayed based on data such as where the audience resides, where they work, or what is located nearby.
With geofencing and geo conquesting, you can target ads and deliver them to the audiences of your clients using location-based advertising campaigns that target things such as state, city, zip code, or country. Further refinement can be achieved by analysing mobile location data and foot traffic analytics.
Business owners should consider location-based marketing as a necessity in order to increase revenues and brand awareness at a low cost. It is also important to note that location-based marketing encompasses its technical aspects as well as recent trends.
Table of Contents
What Is Location Based Marketing
Location based marketing softwares can be used by organisations to target consumers at a granular, individual level with online or offline messaging based upon their physical location. With the help of location-based data, marketing teams are able to target consumers based on factors such as proximity to a store, events happening in their area, etc.
A significant benefit of location-based marketing is its ability to engage and retain customers throughout their customer lifecycle, in addition to facilitating discovery and purchase. Using location-based marketing effectively allows marketers to target specific customer segments with targeted offers, thus improving customer experience for a population that increasingly values instant gratification. In location-based marketing, for example, you could notify a prospect that a product they’ve been considering is in a nearby store, so they can pick it up.
Different Categories of Location Based Marketing
In order to attract new and loyal customers, brands are increasingly turning to location-based marketing. 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, 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) 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 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.
2. Geofencing – Using 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.
3. Beaconing – Beacon marketing 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 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.
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.
Recent Trends of Location Based Marketing
In today’s world of digital interactions, marketers must find ways to engage consumers who are more connected than ever before. There has never been a more difficult or more critical time for marketers to compete in this cluttered ecosystem. As a result, emerging technology must be embraced and harnessed in a manner that takes advantage of its dual nature of disruption and innovation.
- Experiential learning – An experiential marketing strategy includes any face-to-face or offline activities aimed at raising brand awareness, creating and nurturing business opportunities, as well as building long-term customer loyalty. It is an important part of the 360 omnichannel experience, in both an individual capacity (activations) and a collective one (the sum of those activations).
- Immersive Experiences – Brands no longer have the luxury of simply telling their story to a captive audience. Using immersive technology such as augmented reality (AR) and virtual reality (VR) can help them actively engage their customer base today. When used appropriately, this can be incorporated into experiential campaigns. It is possible for brands to create campaigns, pop-ups, and events that add an additional layer of interactivity.
- Smart Spaces – A smart space consists of a digital or physical environment where individuals and technology-powered systems interact in an open, interconnected network (Gartner). Smart homes and voice-activated queries are becoming increasingly popular due to the advent of virtual personal assistants, smart outlets, and home security systems. It is estimated that the number of Internet of Things (IoT) endpoints will increase from 2 billion in 2006 to 200 billion by 2020.
- Digital Media – The use of digital media in advertising encompasses areas such as the use of in-app advertisements, website banner ads, search engine optimization, and content marketing. The consumer’s perception of your brand is established by digital media, which is a reflection of legacy advertising. Consumer perception of your brand is shaped by digital media, a reflection of legacy advertising. Additionally, direct tie to purchasing behaviours.
- Augmented Analytics – Measuring historical data and campaign performance is a fundamental element of any digital marketing campaign. A key performance indicator (KPI) can then be established and implemented in accordance with these indicators. By using machine learning (ML) algorithms, augmented analytics analyses raw, unstructured data at a rate unmatched by humans. This data can be used by marketers to make actionable inferences based on current trends, past transactional patterns, and business KPIs.
As a result of this “speed to insights” approach, brands are more agile when pivoting is required. This will enable them to better adapt to the fluctuating nature of social media marketing and search engine optimization. The information provided here is particularly beneficial to business leaders. It is often necessary for decision makers to make strategic decisions before speaking to data scientists or outside experts about the performance of their digital content. - Blockchain – There is potential for blockchain technology to disrupt the way in which marketers acquire media and keep records. Data is recorded chronologically and publicly in an encrypted digital ledger via a shared network. Initially, it served as the foundation for cryptocurrencies such as Bitcoin and Ethereum. Since then, technology experts have advocated the use of decentralised databases across a wide range of industries.
According to forecasts, blockchain has the potential to enhance consumer control and generate more leads for brands in the marketing sector. In the present day, digital advertising is generally carried out through a middleman, such as Facebook or Google. With the help of blockchain technology, marketers and users would be able to conduct direct business without the involvement of any third parties. - AI-Driven Development – As Oracle CEO Mark Hurd predicted in his recent OpenWorld keynote, artificial intelligence will become a core component of every solution and application by 2025. Marketing is particularly interested in the ability of computer algorithms to solve problems and create efficiency. In this way, complex analytics can be reported against in real-time, and ads can be developed to target consumers in real-time.
- Digital Twins – In digital twin technology, an object or system is represented digitally or reflected digitally. They have been used for years to facilitate executive-level decision making by enabling “what-if” scenarios. Executive-level decision-making has been facilitated by these tools for years by enabling a variety of what-if scenarios. Through the use of a virtual simulation coupled with real-time data and historical analysis, lessons learned in the virtual simulation can be translated into positive action in the real world.
Marketing professionals can use this method to market-test OOH advertisements before launching them in the real world. In manufacturing and engineering, virtual prototyping is generally used in go-to-market scenarios.It is possible for other brands to utilise Augmented Reality in order to demonstrate what their products would look like in a customer’s living room or on a customer.
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 has offered its services in the following domains/sectors:-
– Healthcare
– Real Estate
– Legal sector
– Finance sector
– Automotive
– Hospitality
– Insurance
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 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
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 software helps a business to recognize its customers and then market them a particular product or service depending on their location. Location-based marketing softwares has the capability to increase businesses and capture a market share that would be difficult to capture otherwise.
Using Sekel Tech’s leading location-based marketing and software-as-a-service (SaaS) platform, 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.
