In an age where the mobile phone is a major means of communication and information sharing, the advertising industry found a different field to work with. Using the business’s location, advertisers can target potential customers living or working in that particular area.
Location-based advertising is a growing trend that introduced a new way for marketers to reach their target audience. Here is why you should consider using this strategy for your business:
A personalised and targeted approach
Traditional advertising aims to reach as many of its audiences as possible. This means delivering branding messages that are broad enough to encompass a spectrum without alienating other possible markets.
Whist this strategy worked in the past, the changing platforms of today require a more personalised approach when it comes to advertising your products or services and targeting a specific market group. With targeted content, your audience receives the information they want to get.
Tracks real-time consumer activity
What makes location-based advertising work is its use of real-time data to track the users’ activities and behaviour based on their location. Whether your customers are in a coffee shop, a mall or a restaurant, they can see ads that are relevant to their recent activity, interests and needs. You can post ads about your latest promos, upcoming events or discount offers.
This new advertising tool is far from perfect, but it is evolving to accommodate its users’ needs. An interesting development would be the reliance on real-time data and activity. Because you can target potential customers based on their location and activities, the tool will provide more accurate and realistic data or results.
Some would agree that location-based advertising could be the future of mobile marketing. Many businesses are enjoying the benefits of this tool; it may be the best time to experience them yourself. Work with the right advertising agency to ensure a positive outcome for your campaign.