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Location Based Mobile Marketing To Increase


If using a GPS-enabled device, like a smartphone, can prevent you from getting lost, just think what it can do for your marketing messages.

Location-based marketing — that is, using global-positioning technology to send geographic-specific business marketing to consumers over their mobile devices, is a large and growing opportunity for businesses of all sizes.

With smartphone ownership now over 50% of all mobile devices in the US, mobile commerce is about to explode among business products and service providers. Participation in mobile commerce is really not an option. It’s essential for your brand to stay relevant.

Let’s be clear – mobile commerce is not another version of social media. Social media was overly hyped as mandatory for businesses but is hard to measure and monetize. Mobile is neither of those. In essence mobile commerce is quite similar to eCommerce – simply connecting with consumers via a different device to access your company’s products and services via the Internet.

But for many small to mid-sized businesses the concept of location-based marketing is still somewhat vague and definitely daunting. That’s OK. In today’s economy SMB’s are thinly staffed and cautious about new spending on “conceptual” projects. For SMB’s to jump in to mobile commerce, including location-based services and marketing, it may be advisable to bring in a service provider to assess, launch and manage mobile strategies initially.

If you do plan to experiment in location-based marketing for your business, here four tips for getting started:

  • Allow customers to opt in. Not everyone is going to want to disclose personal information such as their interests and their location
  • Be transparent. Once a customer has opted in, make sure to explain exactly how you plan to use the personal information you collect from them, assuaging any concerns over privacy issues
  • Don’t resell their information. While you might be tempted to sell the information you collect from customers to third-party companies
  • Make it easy to opt out. Don’t lock customers into a program they decide they don’t want to be in, he said. Just like any level of customer service, it’s all about keeping customers happy, loyal and making purchases

If you’re still uncertain about the potential of marketing via mobile devices – go to any public place (the mall, airport, sporting venue – even lunch spots). Spend a little time observing people there. Watch for interaction with their mobile devices. People are spending significant time communicating, sharing, learning, buying and playing on their phones. Shouldn’t your brand be where the people are?

3 Comments leave one →
  1. 09/30/2012 6:54 pm

    Rick – solid post and we linked to it in our “first steps” on going mobile. Totally agree that resource constrained SMB’s need to be cautious on what to invest their time with in both social and mobile. Do feel, however, that every SMB must have a social presence to some degree for reputation and SEO purposes at the very least.


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