The use of location-based marketing may assist in removing sales obstacles. customer is physically close to your store, you have a far better chance of persuading them to purchase from you.

Introduction 

We’ll look at the impact of location on digital marketing in this article. As we all know, as locations evolved, so did people’s preferences. In two separate places, there are differences in culture, atmosphere, language, and environment, which will affect people’s needs and choices. As a result, location-based marketing is an important component of any marketing strategy. It’s important to think about whether we’re doing it digitally or manually. It is extremely important in the retail sector because to changes in apparel styles, and in the hospitality industry due to changes in culinary preferences. Companies use two main ways to carry out location-based marketing: geo-fencing and geo-targeting.

What is Geo-Fencing

As we all know, fencing is a method of enclosing an area; similarly, we can make a digital fence by targeting an IP address or by selecting a point based on its latitude and longitude. The area can be in any shape, such as a polygon, triangle, rectangle, or any irregular shape. For example, if we have a triangle-shaped area, we can collect the latitude and longitude of three of the triangle’s edges and use that information to build a fence around it.

And this is utilized for presenting mobile ads to users when their GPS or IP address enters a region or a fence, and the ads are delivered to them via notifications, emails, messages, or ads on social media platforms. The area of the fence can be from 1 mile to the whole state or province.

What is Geo-Targeting

Geo-targeting is a part of geofencing in which we filter users in the fence and send specific ads to specifically targeted customers. For example, a user entering to the region his age 30 and working in the corporate because specific companies have our data whose social platform we are using and some other companies have purchased our data. As a result of this information, the company will send their product in accordance with their requirements. Men’s formal apparel ads will be sent, and cab firms will begin sending their adverts if you are traveling or landing at an airport.

What are the benefits of Location-Based Marketing?

• Attract New Customer: As new people visit the new areas daily so when they enter the location it will start hitting them and continue hitting them for the next 30 days wheatear he leaves that specific region. So this strategy will help to attract new customers.
• Help to increase sales: By knowing the location of the customer we can send them ads as the user is near to your location if he/she is attracted by your ad then it will increase your sale. For example, there is rain in our region you can place the ad of the umbral or raincoat to the customer entering into your fence.
• Helps to increase page ranking: As you are a local vendor and you are placing the relevant ads to your business and you have social media page on any social platform and people visiting your ads due to geo-fencing this will increase your reach and also increase your page ranking in a specific region.
• It saves Cost: Geo-Targeting will send the ads to specific customers not by broadcasting to all .it will save cost and increase the target ratio.
• It will increase the volume of the reach: Because of advancements in social media and mobile devices, attracting a wide population to your business has never been easier. Many people enjoy being part of a group and going to places that appear to be popular with others. Getting a crowd to come to your event can give it a real ‘buzz.’

Impact of Covid-19 on the location-based marketing

Covid impacts the movement of the people so it affects business and converts all the business into the digital platform who failed to convert, suffers lots of losses So location-based marketing also help in Covid that help to do marketing according to restriction like in some area where the cases are high and there is the restriction on traveling so we can stop our advertisement for cabs and we can promote our ads like online shopping and online food to manage the restaurant industry. This will increase their sale due to restrictions ad help to work according to the conditions.

Some Case Study of the brands

Many brands use location-based markets and achieve wonderful results.

Burger king

Burger King’s Whopper Detour campaign provided one Whopper to everyone who downloaded the Burger King app while inside (or near) a McDonald’s, a practice known as geo-conquesting. 1.5 million app downloads and 3.5 billion earned media impressions were achieved as a result of the campaign.

Nathan’s Famous 

Driven by the necessity to boost sales during the coronavirus outbreak, the hot dog chain changed its digital presence to better develop and serve adverts to customers within a particular radius of their nearest Nathan’s Famous. According to Marketing Dive, the chain stated “that within one month, more than 100,000 customers within a four-mile radius of the three test locations saw the advertising” by employing “audience segmentation data and retargeting.” The geofenced advertising was also 10 times more efficient and cost-effective than the brand’s previous more traditional efforts, such as mailers.

Conclusion 

The key to success with location-based marketing, like with any targeting strategy, is to test, measure, and modify your results. While it may seem difficult at first, with a little effort and some fundamental knowledge, any marketer can easily develop and implement effective geotargeting campaigns.

If you need any help in creating your marketing campaigns including location-based marketing, our team at Digifix is more than happy to help you. 

Click out the below articles for more similar content :

Sensory Marketing in a Digital World

10 Key Benefits of SEO for Businesses?

How Can You Grow Your Business Online with SEO, PPC, and Web Designing?

Importance of Google Ads for Businesses