08 Jul Location-Based Marketing is Taking Over
Smartphones ownership has skyrocketed, and mobile technology will continue to grow to match demand, as consumers are moving toward mobile over PC. Marketers must evolve to meet this new way of life, and location based marketing is leading the way.
Mobile ordering means more than using an app to secure a pizza. Huffington Post says that Starbucks has already announced plans to roll out its new ordering app, which relies on a customer’s proximity to a store to allow customers to place orders and pay by mobile device.
In addition to ordering, retailers are adopting ways to push coupons to customers that are near their store. Many consumers have indicated that a coupon would be used more often if they received it near the store that offered it. This can also apply to stores or companies holding a big event like a grand opening; push notification technology can be combined with location-based apps to reach nearby customers.
GPS capabilities in phones are really shaping the location-based marketing landscape. Restaurants can announce to nearby potential patrons that a half price promotion is about to begin, or airlines can announce in real time that a flight has been delayed.
All of these things are offering companies ways to customize the consumer experience, and consumers, in turn, are coming to expect nothing less from brands. Companies like Uber and others are finding ways to turn this technology into convenient services for the user.
The only drawback as a business is finding a delicate balance so that privacy concerns don’t outweigh the potential. Consumers share that they feel uncomfortable having their in-store behavior tracked, yet still want mobile coupons from nearby retailers.
How do you find that balance? Share your thoughts below!
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