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This guest blog post was written by Mick McLaughlin, Head of Digital Marketing atBit10.
How can Location Technology help target my consumers through mobile?
Everyone knows that marketing has made the transition to mobile so I’m not going to bore you with why mobile is important these days. What’s important here and the main feature of location technology and mobile is the user experience. However, getting to your consumers through their mobile can be a challenge; what is going to make them select your content or acknowledge your marketing over all the other stuff?
The combination of mobile devices and location technology creates a new channel of communication to smart phone users. Location technology provides an immediate, personalised and interactive experience for your consumer. Not only does it assure that your content is standing out to the consumer but it also drives buyer behaviour. Providing useful and relevant content such as a discount code will motivate the consumer to make use of the incentive, and this then acts as a reward by creating a thrill for finding a bargain. A relationship between the consumer and brand is then forged and the consumer will have experienced a pleasant and enjoyable interaction encouraging future loyalty to your brand.
How does Location Technology help make bite sized content?
Now that content has moved to mobile devices it has to be smaller, quicker, funnier, more interesting, interactive, engaging, and sharable – you get the picture. With location technology, your app can push notifications through to your consumers, meaning they get just a teeny tiny bite sized pieces of information which compels them to engage and interact. The notion of bite sized consumable content could not be more appropriate for location technology; it is the perfect channel for your small, relevant and engaging content to be pushed out and create instantaneous results. The location feature of the technology allows for content to be pushed out at exactly the right moment, when you consumer passes the certain checkpoint where you have chosen to place your beacon, they are given the relevant content to that location.
What can Location Technology do?
After you’ve made your content bite sized, relevant and perfectly mobile friendly, the final piece of the successful marketing puzzle is to make it interactive. Users now want to experience your brand, to interact with it on a higher level than just reading about it. So how can you make interactive experiences through location technology? As well as using location technology to push relevant and timely marketing content you can join the big brands such as John Lewis and Crabbies who are using location technology to improve their click and collect service, making it mobile and interactive. Improving an existing service for your customers is a brilliant way of promoting customer loyalty. Not only does it make the brand and customer interaction more interactive and enjoyable but increases the efficiency of the experience. By using location technology to create an enjoyable, efficient and memorable customer experience, you ensure that consumers engage with your brand and are therefore more inclined to engage further with you in the future.
Why should my brand use Location Technology?
One thing brands can struggle with is gathering feedback, user profiles, and experience ratings. With the implementation of location technology into your consumer’s journey, you can apply methods to measure customer engagement in order to connect better with your consumers. For example, you can monitor the speed and efficiency in which click and collect orders are being dealt with after the customer has entered the store. You can incorporate surveys or ratings into location triggered notifications asking customers how their experience was as they leave. Similarly, you can trial different types of push notifications and measure which ones encourage the most interaction, store visits, or purchase behaviour. Top brands are rapidly and creatively utilising this technology to further their brand engagement with their consumers. Location technology forges a more personal level of engagement between consumer and brand which furthers consumer loyalty more than could ever be reached by traditional in-store marketing techniques.
This guest blog post was written by Mick McLaughlin, Head of Digital Marketing at Bit10.
Multi-award winning marketing, B2B/B2C (digital) public relations, communications and events specialist, CIPR qualified, innovative highly creative and operationally hands on. Mick is experienced in creating, planning and implementing marketing and communications strategies, strategic marketing consultancy, content strategy and execution, income and revenue generation, campaigns, digital marketing/media, TV/Radio, wearable technology, Virtual Reality and Augmented Reality. Mick has held many senior positions within the private, public and voluntary sectors promoting a range of sectors including: tourism, retail, technology.
Mick, leads the digital marketing and content strategy service for the newly introduced 10 Digital division of Bit10's business and ensures he and his team become familiar with your brand and identify your content audience, structure your content to engage, excite and enthuse your visitors and create and implement an overall digital marketing strategy.