A recent geomarketing study conducted by a leading omnichannel communications company found that 60% of consumers used their mobile devices to search for information about local stores, and 40 % did so while on the go.
Additionally, surprisingly, 7 in 10 individuals said they would have been willing to share their location if they could have gotten valuable benefits in return, and an impressive 80 % expressed interest in receiving alerts based on their location.
With billions of mobile devices in the hands of countless users around the world, the geolocation data that can be obtained from these smartphones is not only diverse, but also extremely valuable.
In the field of retail, many of the applications available on the market incorporate sensors or location technologies, such as GPS, which allow tracking the location of each user and determining the opportune moment for communication.
Julie Villarreal, Integrated Marketing Manager at Infobip, explained: “The granularity of the geolocation data varied from city location or zip code to the street or even block where a user was located, with an approximate accuracy of 50 meters.
Local search optimization had twice the click-through rates compared to traditional advertising. “People were twice as likely to visit a store after seeing a geomarketing-generated ad.”
Geomarketing is a practice that combined geolocation techniques and technologies for user profiling and communication with customers.
Geolocation-based marketing strategies focused on the location of customers, whether business-to-business (B2B) or business-to-consumer (B2C), allowing for more personalized and contextualized communication.
Villarreal added: “The main objective of geomarketing was to send the right message, to the right person, at the right time, to improve business results. It is important to highlight that, although there are various tools that allow geolocation strategies to be carried out, the “Geomarketing in itself is not a tool or technology, but a solid theoretical concept that draws on all of the above.”
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