Why Brands Need to Start Paying Attention to Location-Based Marketing Tactics

There are tons of articles I see daily, with various statistics and advice on mobile marketing, the new mobile consumer, and the increasing incidence of mobile ads being ignored.  Citing statistics of the switch from desktop to mobile internet consumption (I fail to cite one because it seems conflictive how many contradictory statistics there are), how consumers do not pay attention to mobile ads and, at the same time, how brands need to be refocusing their digital marketing strategies to include mobile marketing strategies.

This is confusing, no? Well, in my consumption of these insight, articles, statistics, personal experience and knowledge of the marketing field here is what I think:

I believe the key takeaway regarding mobile is that ‘Yes!  Brands and companies need to implement mobile tactics into their marketing strategy’, but it is not as simple as that. Brands/companies/businesses need to think outside the box and wear the shoes of the consumer first; by this I mean brands should be a consumer and think about their behaviors in a real life basis and rather than push marketing at them. Brand can be successful in #mobilemarketing endeavors by figuring out how to insert themselves into the consumer’s life, through showing the consumer how they can provide value to them in a way that will make the consumer’s life easier. I suggest that brands implement and find a way to integrate the real life retail experience, the mobile behaviors of their consumers, the online shopping behaviors and experience and what the consumers want to feel or achieve after an experience with the brand/store or company in a mobile experience. Can you bring your consumer closer to the ‘buy’ by making their experience better and easier? Even more valuable, can you make their life better or easier with your brand’s mobile experience?

In addition, it is important to note that the increased mobile usage is also centered around more people using their mobile device to look up  those

Location-Based Marketing

Here is a mobile tactic that I like for retail brands especially. Not only does location based marketing offer your brand a chance to tell the consumer they should, or want to, shop and buy simply because it’s convenient but it provides value. Consider a big household brand like Bed, Bath and Beyond who utilizes SMS, location based marketing to consumers who have opted in to receive SMS text marketing. When a shopper whom has opted in to receive text message marketing, comes within a certain range of a store they will receive a text message about coupons and/or discount codes to be used within the retail store.

I think this represents a great way the brand has found to integrate the retail shopping experience with the mobile and online experience. The text doesn’t just give you a code to use in store, but it will link to their website, thus offering a trifecta of a marketing experience. But more simply, the location based marketing text messages can remind a consumer of an item they need to buy, and through the value of offering convenience of the notification a store is nearby BB&B has made the consumer’s life easier. Most simplified, if a consumer is in store and has made the conscious decision to buy a product, but may not know about a coupon that could save them money, through location based text message marketing the consumer is offered the coupon to help them save money on that purchase, without having to riffle through a purse, desk or mail to find that one coupon you forgot to bring with you to the store. All herein making the purchase journey and decision to buy much easier and more direct. Mission accomplished, your consumer bought and was brought value in the process thus enhancing the brand value and perception in the consumer’s mind, well done Sir, well done!

SMS-text marketing is not the only kind of location based marketing but it is one I think can highlight how some brands have integrated the consumer shopping experience and the decision journey in a way that provides value to both the brand and the consumer. Check-in’s have become a very popular way to integrate location-based marketing on social platforms with brand mentions. One brand that did this well in the very beginning when check-in’s were hot and LBM was new is JetBlue. JetBlue offered it’s members ways to gain #TrueBlue points with check-in’s on Facebook. There are several other forms of LBM, I encourage you to explore them.

The Future

Importantly, let’s focus on the future. There is a large space for enhanced usage of location based marketing and creating an integrated experience for the consumer, especially with the innovation of wearable tech. Finding ways in which the consumers can more easily shop in store with access or notifications about a way to enhance their shopping experience integrating the digital experience with the in-store experience. I see this as the future, to only to enhance the in-store experience but ways in which the benefits and drawbacks of both retail shopping and online shopping are combined, so that as per the users preference the shopping experience can be more customized. Not all people like shopping online, and not all people *(well most people, unlike me) dislike shopping in-store. I love me some real life retail therapy…most people  would opt for the alternative to save them time and money traveling to the store, searching for the right product and checking out.

  How can your business or brand do more with mobile, location-based marketing? What tactics would help your consumers in their shopping experience? How can you make your consumers’ lives easier?


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