We’ve all used Google or Siri to search for something nearby while we’re out and about. “Where’s the nearest (fill in the blank depending on your mood)?” is so common. Think about the last time you used your smart phone to find a place or product, it probably wasn’t that long ago. Last April Google released a report that showed “mobile makes up 88% of all ‘near me’ searches, with those mobile searches growing at 146% year over year for 2014 and 2015.”
Other platforms such as Skyhook Wireless and xAd have mapped our world down to the corner shop and can tell where you went before you visited the store and where you went next with a high degree of accuracy. This can be a game changer for both consumers and marketers if done well, otherwise it’s just TMI misused.
Recently I purchased an airline ticket using my American Express card. Two weeks before my trip, I got an email from American Express that said, it appears that you will be traveling, that I didn’t need to contact them to authorize the use of my card out of my home city and some American Express discount offers in my destination city. That’s not an example of Location or Place-Based Messaging, but it is an example of information used for my benefit – count on American Express to do it well.
Using location based consumer information allows marketers to understand shopping – or at least stopping patterns (marrying spending and location data is a whole different post, coming soon) and we can map a customer’s journey and habits. It gives us the ability to choose places where a consumer is most likely to be receptive to a brand message.
There are many ways to use this data. Here’s a simple example. A consumer is at Williams Sonoma, of all the people who have visited that store, where did they go next? Perhaps a grocery store or wine shop is their next destination. If you’re a grocer or wine shop, you probably want to be in front of that customer and that customer would most likely appreciate the message – if it is done well.
Marketers, please remember this is your opportunity to connect, to convert, you need to make it valuable. Catching the consumer in the “last 10 feet” whether literally right outside your door or in the last 10 feet of the decision-making process is an exciting possibility and can be a game changer.
Parketing LLC specializes in helping organizations leverage the game-changers in digital and mobile marketing. Call us at 404-857-0329 or here to learn how we can help you.