The increasing use of smartphones has transformed the opportunities for retail landscape at a huge level. In 2019, the number of mobile phone users is forecast to reach 4.68 billion according to Statistica. From this, it seems that retailers will be experiencing a lot of opportunities in terms of reaching their consumers.
New technologies continue to revolutionize the mobile landscape. It has enhanced the ability for tracking the location of a person in real time. A marketer can take the most advantage of such intelligent mechanism and create a promising advertising strategy. Let’s find out how.
#1 Geolocation Marketing
Beacon is one of the disruptive technologies that help brands to locate the current position of their customer. Accordingly, grabbing their attention through push notifications with coupons, promotions or other targeted offers in their mobile.
By using beacons, the mobile commerce has discovered a shift in identifying the personas and providing value to customers. A beacon platform named ‘Swirl’ conducted a study and mentioned that 73 percent of shoppers who received a beacon-triggered message on their smartphone felt like making a purchase when they visited a store. While 61 percent of shoppers felt the message prompts them to visit the store more often.
#2 Micro-Moment Marketing
A new wave of marketing frequently heard as ‘Micro-Moment’ has amplified the curiosity of many marketers. In one of their recent events, Google stated, “Mobile has forever changed the way we live, and it’s forever changed what we expect out of brands. It has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.”
Retail brands can increase their awareness with relevant content during these micro-moments. Studies have shown that it boosts 46% of brand awareness simply through mobile search ad results. Additionally, 51% of smartphone users have discovered a new company or product when conducting a search on their smartphones.
The only thing to take care of is your content strategy. It should be mobile optimized at all stages of the customer journey. A variety of content acts as a key towards enhanced engagement and awareness. It may range from ad targeting, customer reviews, YouTube videos, social posts, visual content and optimization of local search results.
#3 Location based Mobile Ads
Targeting specific locations to reach customers, creates endless possibilities for retail brands. Geo-targeting services from Google and Yahoo has brought this in for advertisers to design a campaign based on specific locality.
The number of options that geo-targeting offers today helps to target the audiences based on country, state, city, and ZIP code level. A unique feature of Google AdWords known as income location targeting provides advertisers to target those consumers that are capable to avail their product or services.
#4 Geolocation Technologies
Geolocation technologies offer various innovative ways to enhance the mobile customer experience. Understanding your target audience, retailers can craft and implement delightful strategies that attract their mobile users. One of the promising examples of a company doing this effectively is Taco Bell, which has successfully implemented strategies to reach millennials being their target audience.
There are many examples of retailers and companies across different industries that are quite successful in implementing geolocation strategy. It has helped exponentially in enhancing the customer experience during their buying journey.
Among many such applications – a location enabled advertising mobile app (LEAP) for brands and retailers, brings gaming and entertainment to encourage consumers with deals and rewards. It acts as a digital advertising platform which empowers brand owners to increase sales by increasing consumer outreach and engagement.
#5 Geofence Display Advertisements
Geofencing is another interesting strategy for advertising which allows targeting those customers entering a certain geographic radius. The combination of GPS, radio frequency identifiers, and beacons enables this new marketing tool for retail brands. Retail brands can define the latitude and longitude of the required area such as parking lot or a specific part of the city. When any mobile device with its location turned on enters into the proximity of the fencing, it will receive targeted ads.
Also, you can determine whether the customer who has received your ad have visited the showroom after viewing it or left from that location.
A brand can follow their consumers throughout the journey from the first click to final check-out. With this, they can virtually follow the consumer and motivate them at each step of their buying journey. Schedule a demo https://leap.ooo/contact-us and know more about LEAP.