In our previous article, we’ve explored the importance of merging online and offline experiences when creating your mobile marketing strategy. We’ve also shared a few useful tips on how to reveal the true power of digital using the newest technologies — check it out here.
So how does geolocation help you to create a better mobile marketing and nail an effective customer engagement strategy? Here are three reasons why we believe location-based push notifications can be the winning approach for communicating with your app users:
Location-based push notifications are centred around the idea of in-the-moment marketing, striving to satisfy the micro-moments of ‘I-want-to-know’, ‘I-want-to-go’, ‘I-want-to-do’, ‘I-want-to-buy’ that characterise the behaviour of a modern consumer. If you want to find out more about micro-moments, watch this fantastic video by Google, which gives us shivers every time we watch it:
The main thing to remember is that mobile marketing strategy that utilises geolocation technology has one key advantage: relevancy and location context. Something that standard push notifications simply cannot deliver. And something that consumers were found to truly appreciate. Boxever’s survey showed that already in 2015, when location-sharing was not as widespread as it currently is, 60% of consumers said they want offers that are targeted to where they are and what they are doing.
And the outcomes of geo-targeted mobile marketing didn’t lose any strength in the last 2 years. As shown by the newest MMA’s whitepaper, proximity-driven push notifications can hugely impact on Active Evaluation and Moment-of-Purchase stages of customer’s decision-making process. How? Location-based mobile marketing campaigns can create real-time engagement to influence customer’s in-store research or impact purchase decision. In fact, those customers who got contextually relevant messages via geolocation technology were 59% more likely to make a purchase. Think about it, receiving a brand message about an event happening in another city is not really going to make any impact.
Convinced? Let’s discuss why we think it’s better than emails too.
Mobile has become the ultimate tool for customers in almost all areas of their lives. A tool that’s characterised by quick access and minimum effort needed to find information and communicate with others. Email is now taking a back seat, as it’s push notifications that can help brands to trigger action in the right moment, in the right place and with the right snackable message. After all, what’s the chance of someone checking the email exactly at the moment of passing your street, hotel or a shop? And what’s the chance they’ll actually read all that long newsletter content when they’re on the move?
Push notifications are quicker to read and easier to access. For travellers, it can ensure enhanced communication with hotels, more seamless experience and some insightful tips for area exploration. For other customers, it aids product discovery, provides quick access to nearby offers or last-minute discounts, and serves as a research and feedback-sharing tool. Do you remember the last time you received an offer with an in-store discount via an email newsletter? Did you remember to use it when you were actually at the store? That’s what we thought.
You can see that the need to respond to evolving customers’ needs that arise in real-life situations via one thing they carry with them at all times – their mobiles — is unparalleled.
So what about pop-up ads, location-tracking and programmatic advertising that helps to target specific segments? Of course, they’re still effective and can be equally relevant as a location-based mobile marketing strategy and push notifications. But while RELEVANCY is a king, PRIVACY is a queen. And it’s the privacy that’s ruling, especially in the rise of GDPR and the outburst of ad-blocking technology that make the pop-up ads invisible to many customers.
The impact of ad blockers and privacy-breaching solutions might have been underestimated in the past, but recent stats are pretty eye-opening. The effectiveness of mobile marketing has dropped significantly since ad-blocking has become a prevalence in the mobile scene. And this is why privacy-led location-based push notifications are winning. Big time.
An outbreak of ad-blocking technology means a staggering cost to the global economy – a cost that was estimated to reach as much as $41.4 billion by the end of 2016. No wonder, customers are now bombarded with intrusive advertising that’s out of context, not useful, not relevant or entertaining. And while many still create ads that pop out of nowhere, this approach is what started the whole ad-blocking revolution in the first place. The industry consensus is clear: we need a solution and we need it now. A wake-up call, as some may say, before the epidemic impact of ad blockers and privacy-breaching technology causes an existential threat to an even higher number of businesses.
Interested in learning more? Click on the button below to request our free demo and start nailing your mobile marketing strategy today: