Geolocation, mobile marketing & app development

Mobile marketing is not a type of marketing and advertising that is exclusive to mobile applications although it is where we find it’s occurring the most. The same thing happens with geolocation, which although an implicit functionality in virtually all mobile application development and all mobile devices, we can use it whenever we have an Internet connection (either Wi-Fi or data package).

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What is geolocation?

To define it in a nutshell, geolocalisation is the technique that allows us to position an object in space with a coordinate or points system. In the classic case of geolocation on mobile devices we see our position generally displayed on the map, however, the opportunities for this function for mobile marketing are endless. Let’s see what it can do.

What can geolocation be used for in mobile application development?

In general, the use of geolocation functions and applications are widespread both inside and outside of mobile marketing. For example, according to statistics geolocation saves users 1.1 billion hours of travel in a year. this equates to geolocation saving users 35 billion litres of fuel a year. And more importantly, it becomes absolutely vital in emergency care.

Geolocation is used as much by GPS car navigators as in mobile devices. An example of mobile application development can be seen in geolocation apps such as Google Maps or Waze, but we can obviously make good use of it in mobile marketing as a technique. It is especially powerful because it allows us to offer our customers what you need when you need it and where you need it.

Geolocation in local Mobile Marketing

One of the possibilities with the most potential in geolocation is local and social mobility. Figures confirm that investment in this type of localized mobile marketing gives good return if we know how to handle it. We talk about the SoLoMo acronym when we consider the technique of mobile marketing that is ‘Social’, ‘Local’ and ‘Mobile’ in character, and where the three converge. Mobile marketing of this type is especially useful because more than 70% of users of geolocation access the internet from their mobile and many do it to consult local businesses.

draw of map with localization sign

Source: Free Pik

Taking advantage of geolocation

If we are experts in mobile marketing we definitely know all these guidelines already, but it never hurts to be reminded. If you are starting out with this or just want to know how to take advantage of the possibilities, take a pen and paper and take note of what we at Yeeply, the experts in mobile application development, are going to tell you;

– As much in normal marketing strategy as in mobile marketing, we must start by having a creative campaign; innovation and surprise are our allies when creating a marketing campaign. If we can also merge our online campaign with our offline strategy we will win over plenty of our potential customers. A widely used technique in mobile marketing is the use of geolocation to get our campaign interacting with the user’s environment through mobile devices.

– Another way to combine the offline world with the online is the use of QR codes. Some applications go further and offer discount coupons when you’re close to your establishment (something they know thanks to GPS and geolocation).

– Another way to take advantage of geolocation mobile marketing is to guide the consumer to the physical point of sale. For example through the map, indicating the path or push notifications up.

draw of tablet with map in the city

Source: Free Pik

Optimizing our mobile marketing campaign and geolocation

In general, we always have to be working to optimize our mobile marketing campaign to continue getting better results.

The first thing to do, if you have not already done it, is to adapt the page to mobile devices. This is particularly important since Google changed its algorithm to favor mobile-friendly pages searches from mobile devices, and mobile devices are now the terminals from which more and more searches are made

Having a presence on social networks is vital to generate engagement and loyalty both with our customers and with those who could be. This publicizes the brand and also creates a feeling of great customer service.

Differentiating yourself from the competition is key. One of those ways to stand out is to use geolocalisation as a tactic in your mobile marketing strategy. You must implement this from the beginning of the development of your mobile application.

We always have to create conversation and interaction with customers. With geolocation, we can make our customers share the location of our establishment or company, or if they want to talk about us, indicate where they are.

Again, to optimize our strategy, the best way to take advantage of the deals you have is to ensure that the recipient is interested, especially when talking about retail shops or services. To achieve this we must study thoroughly, all the information that comes from our digital customers. That is, we can get to know them better to increase conversion and achieve the objectives of our strategy. Take the information you gained through analytics (cookies) to make re-marketing campaigns. For example, it would not help you to give a 30% coupon discount on your bikini store to a customer who is male. Our effort is always subjective, adapting it to the potential customer.

And finally, remember: digital campaigns have their specific characteristics, just as much as off-line campaigns do. They will generally not be the same strategies for both types of campaigns. So we must remember that to optimize the resources we have, we must adapt to the environment of our mobile marketing campaign. Although there are techniques that can help to merge campaigns, such as redirecting visits to the mobile app or the web or even offering a coupon through a QR code that can introduce the online to the offline marketing campaign.