Gradually marketers are realizing the fact that using location-based data insights in messaging helps build enhanced relationships with the customers.
In today’s world, it is no longer easy to get lost in a strange location. Google Maps and not to forget other local map apps, have made it extremely easy to navigate to a desired location. Getting directions in a foreign location rarely requires any third-party intervention anymore. These breakthrough tracking capabilities are now coming in-built into today’s mobile devices. Who would’ve thought of this, even as early as 10 years back in time?
So if location data can do so much for the casual user, imagine what it can do for a marketer. You read it right, this technology makes it possible for brands to power a new kind of customized outreach that takes advantage of location-based personalization.
What is location based personalization?
When an organization identifies the current physical location of a customer and customizes its messaging accordingly, that is what’s referred to as location-based personalization. This kind of personalization has proven to be positively impactful not only for customer experience but also for your revenues.
How does it work?
It will work only when powered by a marketing automation platform that supports location-based personalization for your customer messaging. So if your brand has implemented a robust marketing automation platform with such capabilities, it gets pretty simple. You zero in on a particular location that you want to target with customized outreach, create a customer segment made up of all customers who are within that location at the time the campaign is sent, create the message and send.
What are its benefits?
If you personalize a campaign based purely on location, you have the ability to reach out only to those of your customers that are at that particular geo-location and not the others, for whom (the latter) the messaging would be irrelevant.
For example, imagine that your brand has a physical brick and mortar store in San Jose that sells harness boots and is currently running a one-day sale. With location targeting, you can quickly create a segment of users that are currently in San Jose and send them a push notification highlighting the sale and encouraging them to stop by a participating location.
However, the defining factor here is relevance. This kind of messaging ensures a high level of personalization and conveys to your users that you care enough about them to understand their wants and needs and working towards satisfying them. This is where location-based personalization can help reach out to reflect the places where each recipient resides and spends time. That makes these messages feel more relevant to the people, makes them feel special and adds value to your brand.
In a world where 78% of people find most push notifications they receive to be irrelevant, this is the game changer .
It is not difficult for brands to collect information about their customers’ whereabouts since the location data from customers’ smartphones and tablets is the most significant source of this information for marketers. However, this is also subject to the customer’s privacy preferences regarding allowing to share her location data.
In recent times, this is increasingly becoming an extremely powerful personalization tool and with software solutions such as Gamooga’s, it just gets easier to implement and execute. For more information about the benefits of location marketing and how to implement it, do not hesitate to get in touch with us.