Results 1 to 3 of 3
Like Tree2Likes
  • 1 Post By Garrett Sussman
  • 1 Post By Linda Buquet

Thread: Location Marketing: Catchy Buzzword or Essential Marketing Strategy?

  1. #1
    Member Since
    Mar 2016
    Location
    New Jersey
    Posts
    271
    Thanks
    27
    Thanked 159 Times

    Location Marketing: Catchy Buzzword or Essential Marketing Strategy?

    Location Marketing: Catchy Buzzword or Essential Marketing Strategy?


    Location Marketing: Catchy Buzzword or Essential Marketing Strategy?-location-marketing.jpg


    Give me what I want, or else.


    Customers expect you to give them what they want. They expect you to get them, to "do your research." It's a paradox though, isn't it?


    They expect you to know but they refuse to tell.


    When you do use your research, customers often respond with frustration and fear. "Behavioral targeting? That's so incredibly creepy! Ads? I hate ads with a passion," consumers aren't fond of tracking and that's the problem.



    Location marketing is a problem because...

    It's creepy.


    It hasn't gone mainstream yet, but it's already being listed by journalists as "creepy." But, is location marketing really the problem? Is it a catchy buzzword or an indispensable part of your marketing?


    Believe it or not, it's quickly becoming indispensable.


    How do we know?


    Customers tell us.


    1. More and more customers expect us to know (and remember) details about them, yes, the very same details they may be unwilling to share.


    2. These very same customers expect personalization and customization, which is more often than not, viewed as the starting point.


    3. They also expect you to make them wildly successful, which as it turns out, requires information. About them.


    What can give you the conclusive answers you need to meet your customer's incredibly high expectations?


    Location marketing.



    Is it a problem if you don't know what location marketing is?

    What exactly is "location marketing?"


    The Mobile Marketing Association defines location marketing as:


    “Any application, service, or campaign that incorporates the use of geographic location to deliver or enhance marketing message/service.”


    Sounds a bit vague, doesn't it?


    How does location-based marketing work? What does it look like?




    • Beacons are low energy Bluetooth devices that marketers can use to broadcast deals, discounts and special offers to compatible apps and devices (e.g. tablets, smartphones) enabled to receive their messages. Marketers can use these beacons to welcome fans at a concert or sporting event, provide information on a museum exhibit, or incentivize customers to buy. Customers opt-in when they download a compatible app.




    • Wi-Fi hot spots. Bricks and clicks retailers are using their Wi-Fi hotspots to launch and run location marketing campaigns. Customers who log-on to your Wi-Fi receive marketing messages. Restaurants and retailers uses Wi-Fi hotspots to attract email addresses, generate traffic, leads and sales.




    • Geofencing uses GPS to create a virtual, geographic boundary. Apps are then able to trigger a response when a customer physically enters or leaves a particular area, usually the physical boundaries of the bricks and mortar store itself.




    • Location awareness platforms like Placed use a combination of statistical models, location platforms, and a location database to provide marketers with specific, detailed and actionable demographics – data you can use in all kinds of creative ways.




    • Local search advertising. Google, Facebook, Snapchat and other providers have slowly integrated location based marketing into their platforms.



    But why?


    This seems like a lot of extra fuss for a few location based extras. What's the big deal?



    Read the rest of Andrew's post here.
    Linda Buquet likes this.
    Garrett Sussman | Content Marketing Manager of Grade.us, White-label Review Management for Marketers, SEOs and Agencies | Twitter | LinkedIn | Facebook.

  2. Members who thanked Garrett Sussman for this post:

    Scott Rawlins (10-10-2017)

  3. #2
    Linda Buquet's Avatar
    Linda Buquet is offline Community Leader - Google Local Specialist
    Member Since
    Jun 2012
    Location
    SoCal
    Posts
    16,706
    Thanks
    2,820
    Thanked 5,042 Times

    Re: Location Marketing: Catchy Buzzword or Essential Marketing Strategy?

    Thanks Garrett! You share so much info from every post here - but it always amazes me how many more valuable insights are found in the full post on your site.

    After you guys click through to read the rest, please come back and share your thoughts.
    Garrett Sussman likes this.
    Is Our Content HELPFUL? Please pay the community back by sharing!

    LocalSearchForumLinda Buquet .:. Google Local Specialist

    Consulting, Troubleshooting & White Label Services for SEOs & Agencies

    Don't Miss Important News & Tips! SUBSCRIBE to Daily Email Digest Here

    Are you a PRO? Join the "Local Search Pros" G+ Community!

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon". ;-)

  4. #3
    Member Since
    Mar 2016
    Location
    New Jersey
    Posts
    271
    Thanks
    27
    Thanked 159 Times

    Re: Location Marketing: Catchy Buzzword or Essential Marketing Strategy?

    Thanks Linda! Glad you found this post insightful!
    Garrett Sussman | Content Marketing Manager of Grade.us, White-label Review Management for Marketers, SEOs and Agencies | Twitter | LinkedIn | Facebook.

Similar Threads

  1. Marketing Strategy for Local Business
    By vivekrpatel in forum Local SEO & Ranking
    Replies: 2
    Last Post: 05-26-2017, 09:09 PM
  2. Location-Based Marketing for CPG Brands: A Win-Win-Win Strategy - GeoMarketing
    By Local Search News Curator in forum RSS: Featured Local Search Blogs
    Replies: 0
    Last Post: 04-18-2017, 06:41 AM
  3. Operating a local directory as a marketing strategy?
    By painperdu in forum Consultant's Corner
    Replies: 19
    Last Post: 03-28-2016, 10:47 AM
  4. Search Marketing Evolution: Is your strategy working?
    By Dustybones in forum Local Search News (Archive - Closed)
    Replies: 1
    Last Post: 04-16-2014, 07:48 AM

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •