23rd January 2016

Location, location, marketing


I recently read that 66% of marketers think that location-based adverting is the most ‘exciting’ mobile opportunity for 2016, boy do I blame them? No, of course not. It’s a revolution that’s itching to come alive and change the way that marketers have been traditionally advertising for years. So you thought about buying them really cool pair of shoes that you saw online? And it just so happens that you’re currently walking past a popular shoe retailers down Oxford St. and all of a sudden your phone vibrates… Who is it? It’s them pair of shoes, haunting you with a 25% discount and you haven’t even got to walk to go and get them because you’re within a few metres proximity of the store. Well… the majority of people just won’t be able to resist it! And that’s the reality, because I wouldn’t. Would you?

For those of you who aren’t sure about what ‘location-based marketing’ really is, it’s advertising based on a persons location. Using a persons location data combined with their previous web search history, marketers can send company emails to that person with personalised content based on where they are.

It works by using sensor and bluetooth technology to pick up the proximity of a specific person of how close they are to a store to know when to send them an email with a promotional offer or invitation to come inside and try out something, possibly for free? Now some of you might be thinking ‘Hey! That’s quite scary!’ Well… watch this video to find out how beacon technology works.

Stores like Urban Outfitters, the well-known hipster trendy place to go for printed t-shirts and cool sneakers is trying to get some of it’s coolness back by using the method of mobile marketing. It has already loaded up 15 stores in Philadelphia, Boston, New York, Atlanta, New Jersey and Delaware with beacon technology. Instead of targeting shoppers who have the iPhone app for Urban Outfitters, instead they’ve chosen to start off pinging emails to people who use Android as more of their consumers use Google powered phones. Swirl, the platform that powers the beacons, said that two-thirds of consumers shop in-store with a smartphone. And instead of pushing aggressive offers at smartphone-wielding consumers, the beacons plug into the Urban On loyalty program, a section in the app that gives shoppers rewards and access to events.

“It’s not just about delivering coupons and offers. They already do a lot of things with mobile with their engagement and loyalty program and social media. One of the things they wanted to do was extend those experiences in-store using mobile,” said Rob Murphy, vice president of marketing at Swirl.