Location Based Mobile Marketing: The New Reality
By 2014 there will be more smartphones connecting to the Internet than desktop computers, so what will this move away from the desktop environment mean for your business?
For a start it will mean you should already be looking at how your business markets itself towards a far more mobile audience. It’s already estimated that half of local searches are done on mobile devices. Mobile tags that can serve up coupons are a growing phenomenon, much in the same way that traditional discount coupons helped businesses attract customers and build loyalty. This rise in mobile marketing is set to increase rapidly over the coming years, and first movers into this marketing arena will be hard to displace – as long as they progressively build on their presence.
With the rise of smartphones and GPS comes the potential for an always connected audience, one that can be reached at any location and not just at their PC desktop. Geo-Location focussed companies such as Where.com, Gowalla and Foursquare have been leading the way with location based services and, of course, Apple, Microsoft, Google, Facebook and Twitter have the brand recognition and installed user base to push things on further.
The always-on mobile consumer deserves serious consideration, connect with them via local proximity-based marketing and you connect with their social groups. Within those social groups there are usually a subset of connections who, aside from the social network, also inhabit a similar geographical space. Proximity based marketing can help businesses build reputations not just on referrals, but on their location.
Have you thought about how to maximise your business’ location in a mobile world?
Do you see proximity marketing as something worth exploring?