Tips for Location-Based Marketing, Part 2
In-the-moment: What do I know about this place at this time that I can leverage to make this a more effective interaction?
I’m not the first to reveal that one of the amazing things about mobile is that it truly bridges the digital and physical world in ways which previously haven’t been possible. From the consumer stand point, this allows access to information you need right then and there. For marketers, the concept of “in-the-moment” data availability should drive execution for both acquisition efforts, as well as consideration, conversion and retention engagements. When a consumer’s location is shared (user entered by agreeing to share data in app, putting in a street address, submitting profile data for access to a service, etc) or derived (cell tower triangulation, cookie values, carrier-initiated look-up, GPS, wifi nodes, photo meta-data, location-specific “connectors”, even reverse IP are all ways that can be used today if appropriate), knowing where they are is a great first step. This first step is often where a strategy ends and in many cases, even at this basic level, just going this far can make huge differences for an initiative.
Marketers need to take that knowledge to the next level by thinking about what that location means at that place and at that time.
Think about things like: “How will my content to this person change now that I know they are just outside a Disney theme park vs another consumer that is having coffee in Manhattan?” or “I know this prospect is in a store in Syracuse, has opened my emails on their mobile device and is looking at my mid-level printer- how can I support a conversion event with what I know about the store, the time of day, inventory availability, and the staff that is currently in that location?”
Truly consider what data could matter most and can be used to deliver a fantastic, sticky, memorable interaction or motivate a “good behavior.”
Taking this information to the next level likely means leveraging technologies like APIs and Webservices to match those actual locations to a wide array of variables such as time, temperature, day of the week, proximity to services, events in the area, layout, to create messages that will mean the most to those individuals. If you are involved in a direct digital marketing relationship with the person, combining these available data points with your own segmentation environment to key specific messages, offers, or promotions will cultivate a stronger relationship with your consumer-base. Bringing these relevant/known data points closer to the surface of the interaction will also deliver a better mobile experience overall. Efficiencies for the customer include less data entry, fewer “actions” to navigate, and minimization of scrolling/tapping/swiping/zooming. Limiting these actions decreases bounce rates, drop-off, and increases comprehension and positive brand impression.
With the right partners and infrastructure, execution should be straight forward and will pack a uniquely powerful marketing punch.
Stay tuned next week for parts 3 and 4 where I’ll jump into how lifepattern/storyboarding and the right tool set help you make the most out of your strategies.
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