Emerging TechnologyMobileSimplifying location-based marketing and how to sell it

Simplifying location-based marketing and how to sell it

Location-based marketing is growing but getting buy-in from managers and selling it to clients isn't always easy. However, a new whitepaper from Reveal Mobile shows it can be simplified.

30-second summary:

  • Location-based marketing encompasses 4 practices: geofencing, geotargeting, geoconquesting, and proximity-marketing.
  • Keep it simple when describing location-based marketing to clients. “Confusion = no sale.”
  • Show, don’t tell. Even when dealing with “tech-savvy” clients. Data visualizations, demos, case studies work.
  • Be transparent. What works for one business might not be suitable for another. Audience numbers might not be huge (but they don’t need to be).

In today’s mobile and omnichannel world, location-based marketing is seeing impressive growth with BIA/Kelsey predicting spend on the strategy to surpass $31b in the US during 2020.

But there are barriers to adoption. Complex terminology and incorrect assumptions about the technology can cause confusion, not to mention stifle buy-in from managers and clients.

A new white paper and case study from Reveal Mobile set out to simplify location-based marketing and to explain how digital sales teams can effectively sell it as a strategy.

It is worth checking out the full document (particularly if you are an Elvis fan!). But below are my takeaways on how we can communicate the key details and value of location-based marketing in the most digestible way possible.

Content produced in collaboration with Reveal Mobile.

4 types of location-based marketing

It is understandable that those of us who have a passing interest in location-based marketing will know that it involves mobile tech (mostly phones), location data (most often GPS), and alerting users to marketing content/ads when they are or have been in a certain area.

location-based marketing

This is certainly part of the story, but as Reveal Mobile suggests, it is best to view location-based marketing as an umbrella term for 4 different activities. Having a good handle on these and being able to describe them is a great starting point.

According to the whitepaper, they are:

  1. Geofencing. There now! ‘Geofencing is creating a virtual barrier around a location. This can either be a radius around a large location, or a very specific building footprint. The word “geofencing” can also be used to refer to advertising when someone enters that virtual barrier. They may receive an alert, push notification, or an ad within a mobile app based upon that current location.’
  2. Geotargeting. Was there! ‘Geotargeting refers to delivering ads to people that were previously in a specific location. Said another way, geotargeting refers to serving ads based upon historical location visits to points-of-interest, rather than serving ads based upon the current real-time location.’
  3. Geoconquesting. At a competitor! ‘Geoconquesting refers to serving ads to people when they are currently in, or were previously in, a competitor’s location or locations.’
  4. Proximity-marketing. Really close! ‘This tactic uses technology such as beacons or NFC to trigger ad delivery, alerts, or content to a smartphone that is within just a few feet of a specific location.’

Keeping it simple

When trying to sell location-based marketing and ad technology, Reveal Mobile’s mantra is:

“Stay above the glass.”

The whitepaper warns us not to get too deep into the technology itself when describing it to clients and potential stakeholders. Topics such as data flows, ingestion, and enrichment are fascinating but they can steer focus away from the value of the strategy and cause unnecessary confusion.

Remember: confusion = no sale.

Analytics and data which is easy to visualize is best. Case studies are great too.

Dealing with “tech savvy” clients

It is more than possible that some of those clients with a better understanding of the technology used in location-based marketing will be keen to ask detailed questions.

Reveal Mobile suggests first understanding the root of their queries. This can often be related to past experiences with similar tech, or can be down to not fully understanding the differences and specifics of the 4 types of location-based marketing we described above.

Again, the best way is to show rather than tell. Demos of the technology in action are useful here. So are helpful digital experts and product members who can assist you in walking the client through the tools. But remember…

Honesty and transparency are key

Importantly, not all potential clients and campaigns are alike. Pitches need to be tailored to the sectors in which clients are operating, as well as to the size of budget they have to work with.

This lays the groundwork for what is achievable and what should become the priority of a location-based marketing campaign.

Another key thing to consider for location-based marketing – particularly when dealing with local, hyperlocal and proximity targeting – is that audience numbers are often smaller than what clients are used to with other types of digital campaigns such as social media marketing.

It is important to remember that location-based marketing leans more towards high-value messaging to high-intent audiences at the right time and place. Additionally, it shouldn’t be treated as a standalone tactic – but, rather, a targeted tool to be used in conjunction with other strategies which offer more scale.

Location-based marketing doesn’t need to be complicated

Remember, location-based marketing is not one thing. Rather, it is an umbrella term for 4 similar practices: geofencing, geotargeting, geoconquesting, and proximity marketing.

From the outset, when trying to communicate the value of location-based marketing try and keep things simple. Stay above the glass and remember that confused clients are less likely to buy in.

Technical questions will arise. But try to understand the root of these queries and strive to show rather than tell. This is best done via the use of demos and input from other team members who might have a little more know-how.

Perhaps most importantly, be transparent. Location-based marketing is not a one-size-fits-all strategy for every type of business. Understand how it can benefit specific aims of the client in question and be honest about the numbers and value of the audiences you are seeking to target.

To get a more in-depth view on how location-based marketing can help in your favor, download the whitepaper from here.

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