Mobile marketing has revolutionised the way that marketers engage and gain insight on their consumers – so much so, that they can track our location in order to do so!
Sounds a little creepy, I know, but what seems as simple as knowing your location can be extremely informative for businesses to ensure they are engaging the right people – which is not only good for businesses, but also good for us consumers, as we don’t get irrelevant marketing messages sent our way (score!)
But how do these social media platforms track where we are?
The answer = Geolocation.
According to Alan Meyer via marketergizmo, Geolocation uses the built in mobile phone GPS system to show where the user of the device is located.
So essentially, just as we can stalk people on social media, social media can stalk us – and we let them!
Facebook check-ins, Snapchat filters, Google Maps, Instagram locations + more!
For instance- Have you ever been notified by Facebook that you have friends attending an event near you? Or get an ad for a local coffee shop in your area?
That’s Facebook’s cheeky and sly way of saying – ‘I know where you are right now, aren’t I clever?’
Well, according to Facebook Business, there are 4 different ways a business can use location services to help select people to advertise to:
- Everyone in a location
- People who live in a location
- People recently at a location
- People travelling in a location
Why is this great for businesses?
It ensures you are only targeting relevant consumers – relevant by location.
This opens up a world of opportunity for small businesses, and even large and established businesses, to ensure they are reaching out to appropriate consumers in their area via their mobile phone.
But location isn’t just used for targeting consumers – Geolocation can also help spread brand awareness.
Snapchat allows consumers to select filters for their snaps before they add them to their Snapchat story, with may cities, suburbs and even businesses taking advantage of these filters to help promote their local area and business to help generate consumer interest.
The bonus for brands? Making an On-Demand Geofilter can be super easy, and plays to a key element of mobile marketing: individualisation!
Pretty simple huh?
Here are some ways that big brands, such as Nike, McDonalds and Starbucks, have used Snapchat Geofilters to make advertising fun, interactive and customisable for consumers!
Do you know any brands that have used Geolocation services to try and engage consumers?
Would a branded Snapchat filter make you want to purchase from that brand? If so, why?
Until next time,
Chloe – The Stressaholic xx