Future - for location

Advertising based on location is increasingly gaining competitive advantages - this is the conclusion from a recent study by Forbes Insights with xAd “Location - an imperative of strategic marketing”.

Due to the prevalence of mobile over the desktop (which we have repeatedly mentioned in our blog), the marketing impact on the user increases when making purchasing decisions. The opportunity to capture the attention of the buyer and bring it to the target action is increasing, and local marketing comes into play.

By 2018, the number of smartphone users worldwide will reach 2.5 billion (eMarketer). Despite such significant indicators and the adaptability of online shopping sites, most retail operations (about 90%) are still performed offline. And it is important to understand that the main task of marketers is not to translate offline into online, but to ensure a faster and more organic buying process .
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After the emergence of such services as Uber, Tinder and Yelp, consumer expectations and demands for speed of delivery have significantly increased.

Whether it’s on the map of the nearest coffee house or searching for the closest potential love partner (as in Tinder), location information freely shows where people go shopping, eat, go on dates and travel.

As a result, buyers expect instant, personalized, relevant functionality from the service, buying products online or in traditional offline stores.

What do marketers do?

The new wave of mobile addiction, the increased needs of customers is a great opportunity to attract customers in new ways. And chief among all these innovative strategies, location marketing is the most powerful tool for identifying and meeting consumer expectations .

The goal of marketers is to encourage potential customers to make a purchase and maximize personalization. And at the moments when consumers make decisions, it is important to use local marketing opportunities in a timely manner.

“ Locations are the life margins of marketing ,” says Bruce Rogers, CEO of Insights and head of CMO Practice at Forbes Media. "This allows you to send the appropriate messages at the right time."

And what do you think about the prospects for the development of marketing by location? How do you use in your practice? Answers are waiting in the comments.



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