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BizReport : Mobile Marketing : November 18, 2014

Top 3 tips for strong LBS campaigns

Geo-location, iBeacon technology and the like are great tools for engaged customers, but many consumers are still oblivious to geo-location based messaging from an app. Still, mobile is expected to have a huge impact on the 2014 holiday seasons, here are one experts top 3 tips to create a solid location based strategy for mobile.

by Kristina Knight

First, don't assume that geo will move the needle significantly.

"Take the posture that you're experimenting with new technology for wider future adoption. If you're basing your entire strategy and return on geo, you will be disappointed. That said, test it on a small scale, perhaps around your top three visited brick and mortar locations, encourage its use through email and determine if it's a viable option for your customers," advises Len Shneyder, Director of Industry Relations, Message Systems.

Second, make sure that your app can handle conversions and decrease the number of steps to make that conversion.

"I've seen a number of poorly designed apps that actually take the user outside the app and spawn a browser to finalize the conversion. This is a waste of time, introduces added complexity into the conversion and is simply a turn off," said Shneyder. "It undermines the entire principle. If you're going to use a geo-enabled offer and app to drive people into the store, don't you think you'd want them to also make a purchase on their app for an item that may be out of stock, or an article of clothing that sold out of their size? Enabling geo means creating a soup-to-nuts mobile experience and having the entire supply chain substantiate and feed the customer experience to tear down the borders between mobile and the offline world."

Third, apply geo information from things like point of sale and registration upon conversion to emails. Use all the data at your disposal and engineer your message to resonate with your recipients based on where they are and what they're doing.

Image via Shutterstock

Tags: LBS trends, location based services, Message Systems, mobile marketing, mobile trends

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