GeoMarketing | An Introduction
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Geo-marketing uses location data from mobile devices and customer information to send targeted, real-time promotions and messages to customers within a specified radius of a business. It analyzes historical customer behavior and current location data to predict future actions and personalize marketing, allowing businesses to see data on a map and better understand customer traffic and interests. This differs from traditional marketing by being scheduled, ongoing, customized to individuals rather than just products, and engaging customers who are already in the area of the business.
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GeoMarketing | An Introduction
- 2. WHAT IS GEO-MARKETING? • Location-based marketing that incorporates geo- fencing & RFID/GIS/GPS mobile device data to market to customers within a specified radius in real-time • Geo-marketing uses predictive analytics: Where do customers go? How often do they visit certain stores?
- 3. HOW DOES GEO-MARKETING WORK? Mobile device GPS/GIS technology tracks current location of customer and combines it with online customer data to provide context: location, search queries, behavior and demographics. Uses Big Data: • Analyze historical customer behavior • Track current customer location • Predictive analytics to determine future consumer behavior • Allows businesses to visualize data on a map
- 4. GEO-MARKETING VS TRADITIONAL MARKETING Traditional Marketing Geo Marketing Scheduled & Limited Communication Ongoing Real Time Communication Customized To Product Personalized To Customer Passive Engaging & Interactive Content General Specific Stagnant Progressive Intrusive Privacy Concerns/ Invasive
- 5. GEO-MARKETING FOR BUSINESS • Deliver real-time coupons and specials to interested customers who are in the vicinity of your store. • Real-time implies that ads are delivered in an instant, when customer is currently in or near your store’s set radius. • Use data to determine new store locations based on high density customer traffic & behavior. • Set up geo-fencing near competitors to target customers • Remind customers of appointments, pickups, etc when they are in the vicinity of store.
Editor's Notes
- Source: http://www.geomarketing.com/geomarketing-101-what-is-geomarketing
- Source: http://blogs.pb.com/pbsoftware/2014/03/25/location-analytics-vs-geofencing/ Source: http://www.db-marketing.com/geo/default.shtml Image Source: http://www.accengage.com/send-location-based-push-notifications-thanks-to-geolocation-geofencing-and-ibeacons/
- Google Ads also target customers based on search patterns/queries, however marketing is not real time Traditional marketing targets a wider funnel, whereas Digital marketing such as Google Adwords targets based on search queries and patterns. Digital: Tailored toward customer based on contextual data: interest, behavior, demographics -based targeting Customer centric, Flexible ( easy to update ad), Engaging. Traditional: Product centric, Stagnant (Once ad is produced, you cannot make changes), non-interactive
- More Uses of geofencing in a non-marketing context: http://cdn2.hubspot.net/hubfs/2080894/0516_Geofencing_Infographic.png Example: A Customer has been visiting clothing stores the previous week. He is looking for a particular brand and style of shirt. Your store happens to sell that brand and style. When the customer walks by your store, his phone will receive an ad tailored to his search query- “Blue Cashmere Sweater 15% OFF”