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Geolocations have entirely changed how modern marketing works in this day and age. This is a relatively new type of digital marketing, but research has shown that it is incredibly effective, as well. It is a game-changer in the advertising field, especially on local levels, and it’s a trend that shouldn’t be ignored. But like with any trend, there is bound to be competition. How would you deal with this? How would you make sure that your efforts ethically beat out other businesses?
Geolocation Marketing is on the rise and for a good reason too. It would enable businesses to target audiences based on their location, and this is in real-time, making it a godsend for local business, especially. It increases brand awareness and also enhances the consumer experience. Due to all these benefits, more companies are adopting geolocation strategies. Here are some ways you can challenge competitive geolocations.
If you want to trump your competition, you would need to develop proper targeting strategies. Geotargeting, for example, uses IP addresses, and it is a great way to reach whole towns or cities. Geofencing is more specific. It can be used to target the residents of a particular neighborhood or locality. Here you use individual GPS locations. More specific still are beacons. These are devices placed in specific locations; they use low energy Bluetooth signals to pinpoint exactly where a consumer is. If a person is near a particular supermarket, for example, you could send notifications about offers immediately to them.
When the popular mobile game Pokémon Go came out, everyone pretty much lost their minds. The reason why it did so well was that it utilized augmented reality technology. It is where, with the help of geolocations, virtual images are generated and superimposed on to real-world situations that are only discoverable on a device – a smartphone camera, for example. Augmented reality ads offer consumers an active immersive and interactive experience. Check out Pepsi’s ad to gain a clearer understanding.
Chances are, most people you know have a smartphone. Use this to your advantage, and make us of geo-targeted mobile ads. Several big-name advertising platforms such as Google Ads or Yahoo Ads allow for location-based ads. Based on localities, advertisers could potentially target particular income groups. For instance, if you offer student discounts, you could target neighborhoods that have a large school or university going population.
Artificial intelligence makes everything so much easier, digital marketing too. Geolocation marketing is difficult. It requires proper in-depth research to find patterns in and make predictions about consumer behavior, which takes time, effort, and money. Instead, why not just leave it up to technology? Algorithms can make predictions on a consumer’s future behavior. It can also create specific ads that are personalized and targeted based on this information. For instance, if a particular consumer tends to visit beaches quite often, advertising sunscreen would be incredibly effective.