Few interesting notes on Location based marketing & Mobile web.
Take advantage of location-based marketing
In 2017, look for more brands to use location-based marketing to engage consumers. “Mobile devices travel with the consumer and generate a lot of contextual data, much of which has been untapped,” Asay says. “All of this can be leveraged to augment everyday experiences, changing not only how consumers interact with the world around them but also how brands engage.”
Location-based technologies, such as in-store beacons, “can be the most transformative aspect of a brand’s mobile strategy,” Asay believes. “Once consumers have agreed to that relationship, it opens up big possibilities. Take retail, for instance. Brands with a heavy physical presence are struggling to keep up with ecommerce in part because the physical shopping experience hasn’t changed much over the years. Location technology can enable everything from one-click ordering of out-of-stock items to shoppers engaging with digitized parts of the store through their smartphones. Additionally, location data can boost how brands personalize experiences. For example, knowing that a particular promotion induced customers to visit a physical store is highly valuable information for a marketer.”
Given the trend that Mobile is influencing nearly 31% of offline retail sales is influenced by Mobile phones (as one of the touch points)
Understand your mobile customers
Mobile marketing is going to become even more personal in the year ahead. “This is the year when cross-device identity resolution, and really cross-channel identity resolution, becomes attainable for most digital marketers,” says Austin Miller, product marketing manager for Oracle Marketing Cloud.
“Knowing who your customers are beyond their device identifiers or channel identifiers has been at the top of the priority list for most digital marketers,” Miller continues. “That’s because identity resolution is the only real way to speak to each customer as an individual, regardless of the medium. Conversations with customers will be influenced by the context of all previous conversations. In short, identity resolution will allow marketers to come as close to the ‘holistic customer profile’ as possible.”
Until recently, identity resolution was “very difficult to do while preserving customer privacy,” Miller explains. “It required tremendous investment in data science and even then, privacy concerns existed.”
New technologies allow marketers to “easily anonymize and match first- and third-party data in a safe environment,” instead of having a “massive amount” of data that’s siloed, Miller says. As a result, “marketers will start to realize the value of all their currently unstructured mobile data in terms of how it can be used in other channels (besides mobile). This realization will transform the way we think about mobile marketing. It will no longer be looked at as another channel, as much as a firehose of valuable data that marketing departments can leverage in all their activities.”
The next couple of years will be interesting as Google is also moving ahead with their AMP project leading to faster load times on the smartphone on slower networks.