What is the use of geolocation if not to locate in an unknown environment? Well used to let us easily guided by the GPS of our smartphone, we do not even realize the potential of this tool for the development of m-marketing application.
What is geolocation?
Geolocation is a technology that makes it possible to position an object (a person, etc.) on a map using its geographic coordinates. To do this, we need a device, in our case a smartphone, equipped with a satellite positioning system (GPS). A geolocation system can be integrated with mobile applications via services such as Google Maps or Waze.
What is geolocation for mobile devices?
We immediately imagine people walking in the city with their eyes glued to the screen of their smartphone. They observe the indications that the GPS gives them … But finding their way more easily also means saving money and protecting the environment. According to geolocation statistics, its use saves 1.1 billion hours of travel per year, which equates to 35 billion liters of fuel.
70% of GPS users use it from their smartphone, in most cases to find local businesses. It becomes obvious that geolocation represents a great potential for marketing, including marketing SoLoMo, that is to say, “social”, “local” and “mobile”. An application with an integrated geolocation system can help your company improve its conversion rate. When developing your mobile application development project, keep in mind these few facts:
Smartphones are a good lever for reaching new customers. Remember, for example, that 58% of French people use a smartphone. In addition, on the internet the customer must first find the site of your company to access information about it. The mobile, in turn, gives you an opportunity to speak directly to the customer, for example via push notifications.
Consider using QR codes so that customers can easily remember information about your business. Some brands also send discount coupons when the user passes near their physical store. It is precisely the geolocation system that allows retailers to “detect” when the customer is not far away.
Thanks to geolocation, a mobile application can guide the customer to the point of sale. This can be done through an interactive map, but it is also possible to use augmented reality.
Application development to optimize your m-marketing strategy
Geolocation is certainly a good tool to strengthen your sales strategy, but it will not be enough to guarantee the success of your application development project. Also make sure to:
- Adapt the company’s website to mobile devices. Google has changed its algorithm to favor mobile-friendly sites in search results.
- Companies that do not follow these changes endanger their SEO.
- Having a presence on social networks is essential to strengthen customer engagement. It also helps to reach new potential customers.
- Differentiate yourself from the competition. There are a thousand and one ways to differentiate yourself from the competition. A unique design, humorous content, a mobile application to optimize customer service … Finally, geolocation might be a good idea to improve the user experience of your application? Your customers will appreciate your efforts to facilitate their interaction with your business.
- Intensify customer interactions. Thanks to geolocation, customers will be able to share the location of your business, make comments on social networks or recommend it to friends.
- Target the audience of your marketing campaign. It will not do you any good to send a 30% discount for bikinis to a man. Studying all the information about your clients will take time but will allow you to know them in order to respond effectively to their needs.
- Customize as much as possible the messages you send to your prospects. Everyone loves to feel unique.
Finally, remember to always keep track of your campaigns so that you can improve your strategy over time. Always adapt the strategy according to the medium you use. The content you post on Facebook will not be the same as the content for your Twitter news feed or a press release written to promote your app.