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Location: the rise of hyper-local marketing (the in-store opportunity…
Location: the rise of hyper-local marketing
location-based advertising: a trend nowadays
second problem: most advertisers still look for high reach in their marketing efforts
sometimes more effective when advertisers focus on a smaller group
ex: Sky Sports : are currently running a campaign aimed at people who have attended football matches at the stadiums of either Sunderland / newcastle to promote a forthcoming derby match being broadcast between the 2 rival clubs
BUT it's not that simple: the advertiser must send the ad in the perfect moment (first problem)
the risk for the advertiser is that if in the future, losing them as a potential purchaser forever
an ad can sometimes be very interruptive even if it's send in a perfect monent(when it's send when the consumers is in front of the shop, near a shop f.ex.)
advertisers need to be careful because using location to understand context is a much more subtle game than it might appear on first examination
one immediate need for retailers trailing these techniques is to establish guidelines so that messages are seen as useful, as opposed to creepy (f.ex. How they know I'm pregnant?) or intrusive (a instant barrage of phone-beeping would quickly get annoying)
a technique that will have to be used with caution to avoid that feeling of Big Brother lurking behind the freezers to leap out in front of spooked shoppers
advertising industry: use mobile technology to better target messages by using the consumer's location
the premise of knowing a person's location before sending them an ad is that location is a good proxy for context
the in-store opportunity
instore Wi-Fi
doesn't require additional in-store equipment installatio/maintenance
76% of purchase decisions are made in store
supermarkets/shopping malls/travel hubs like airports / stations / bars : first adopters of the technology and marketing channel
the visions around in-store hyper-local marketing is to recruit the consumer to opt-in to use the platform via an app in the case of iBeacons and via a one-time registration for Wi-Fi
when the consumer returns to the store, the marketing program me can roll smoothly into action
examples: in-store coupons, promoting special offers depending on outside variables such as the weather (ice cream on a hot day)
the platform can also be linked to an existing or bespoke loyalty program me, which can further personalize promotions based on previous purchases or patterns
f.ex. reminding parents of babies to sock up nap pies
electronic signage in-store can also be used to display different messages to specific consumers as they pass by
many customers already research purchases online, which increasingly means on mobile before a store visit