Geolocation is the next buzzword in marketing.
That is according to Jim Kovach, vice president of business development at CrowdOptic, an augmented reality technology firm, and other industry experts speaking with Writer Chiraq Kulkami for her article ’15 Ways Geolocation is Changing Marketing’.
They believe brands are discovering the power of location-based marketing to find new ways to reach customers. “Every advertiser has an understanding of where consumers are located through their devices translated as specific GPS coordinates,” says Kovach, whose clients include L’Oreal, Sony and IMG.
The article encourages advisers and marketers to increase their awareness and application of geolocation technologies, including:
Geofencing creates a zone around a business for customer targeting. For example, customers can be reading an article on their phones in the check-out line and receive information in a message relating to the business next door because they are within a brand’s Geofenced zone. The rewards for this type of promotion are clear and easy to set up.
Bubbl Note: Bubbl’s geofencing plug-in supercharges Brand apps and makes setting up such a campaign easy to implement, track and analyse.
Geolocation-based augmented reality events
Augmented reality, the technology behind the wildly successful Pokémon Go game, relies on geolocation to manipulate physical reality with tech-discoverable easter eggs. Using the same technology, businesses can craft virtual experiences around their brands or products.
“L’Oreal was an early adopter of augmented reality events, and we’re going to see more of this in 2017,” Kovach says. Using CrowdOptic technology, L’Oreal created a virtual art exhibit. Thanks to advanced geolocation technology, exhibit attendees used their mobile devices to uncover works of art that appeared onscreen, as if they were physically present.
Bubbl Note: If a geofence is established around the venue, visitors with the museum’s app can receive a variety of push or media-rich notifications relating to the exhibit, such as special offerings at the café or gift shop, or invitation to become a member.
Digital influencers will be activated based on location
To date, most large-scale influencer marketing efforts have happened on a national level, which makes it difficult for local retailers to reap the word-of-mouth benefits offered by the relatively new marketing discipline. Using geolocation will allow Brands to seamlessly activate local influencers, enabling them to align with social media personalities that are likely to inspire action in local audiences.
Bubbl note: A social media influencer receives a push notification from one of her favourite clothing brands once she crosses a geofence virtually positioned around the retail store. She learns about a special offer that would interest her followers and immediately posts the news across her channels, extending the brand’s reach and enhancing its credibility among her followers.
Time-limit local marketing to drive sales
Expect to see businesses attracting local customers through time-limit marketing. Local companies providing special coupons that are only available for a small window of time will become increasingly frequent in the next year.
Bubbl note: Geofencing makes ‘in-the-moment’ marketing that can be changed on the fly. Brands are able to trigger push notifications once the person enters, dwells or leaves the geofenced location, encouraging an immediate action.