Jonas Berntsen, CCO of Mapspeople, tells us how five brands nail location based mobile marketing.

Jonas Berntsen, CCO of Mapspeople, a leading provider of searchable and interactive indoor maps for large scale venues and events. Jonas works closely with the Google Maps team on industry trends and updates to further product development.


In today’s era, the consumer is a connected one and always on-the-go, checking their devices on average 46 times a day. This has enabled brands to have access to constant location data through sensor technology. Technologies enabling location-based marketing, geomarketing and wayfinding are therefore experiencing a high interest amongst brands wishing to further engage with consumers and enhance the customer journey and convenience to a point of purchase or more particularly, a point of interest such as a specific product in-store.

According to a recent report released last month by the Location Based Marketing Association (LBMA), there has been a strong shift of marketing budgets towards location-based marketing, the UK experiencing a 7% increase and where 50% of brands are now using location data to target customer.

Below are five brands that have understood the importance of location-based, geomarketing and wayfinding technologies and have either integrated these into their business model or used one of these technologies into their marketing efforts to further increase customer engagement, brand visibility and contribute to improving sales performance.

POKEMON GO


Pokemon Go took the game industry to the next level by pushing its Pokemon Go game into real life. The company has the plan to also enable brands to sponsor certain locations and push traffic into stores. This is an example of how location based technology can also work with AR/VR (Augmented Reality/ Virtual Reality).

URBAN OUTFITTERS


Urban Outfitters recently used mobile location data to gain insights into its customers and further target audiences based on specific device and location. This enabled the brand to increase its sales revenue by 146% by simply having the opportunity to use different messaging channels like push notifications, email and in-app messages.

MOBILE WORLD CONGRESS


This year’s 2017 event, that recently took place in Barcelona, saw MWC develop an app for its attendees that incorporated outdoor and indoor wayfinding technology based on Google Maps. Attendees using the app were able to navigate from their hotel to inside the venue and could receive relevant push notifications from exhibitors depending on their whereabouts within the venue.

STARBUCKS


Starbucks is another example that is using a geolocation-based app to provide their customers with added value by delivering relevant offers at the right place and at the right moment in time. Starbucks collects huge amount of data about its customers then assesses this to tailor rewards, perks or discounts.

DELIVEROO


Deliveroo, the delivery service from restaurants has proven efficient in utilising location based data through its app. It offers users the possibility to discover restaurants close to their current location.

TO SUMMARISE

The above examples show how some companies are leveraging this new trend towards location based marketing and how they can provide customers with more personalised services based on real life customer-behaviours, specific location. It contributes to creating another marketing and sales channel through push notifications, in-app messages and location-based emails.

April 2017