If you own a retail store and haven’t yet tried location based marketing, you might want to put it on your radar. Jonathan Bellinger, the digital strategy director of the marketing communications firm, JWT New York, told Entrepreneur in an interview last week that, although there is currently a gap between large and small business as far as success, small business location based marketing can take off if small business owners “get more create and offer addition value.”
What is it?
Location based marketing works by tracking opt-in consumer locations and then texting them information about nearby sales and promotions. Imagine that you’re in the car looking for a place to eat, and you get a text telling you that the local sandwich shop is offering a two-for-one deal for the next hour. Would that help you make your decision about where to eat? Some marketers not only track a consumer’s location, they also incorporate time into the equation. That helps them gauge which offers to send, because the two combined are used as a predictor of their intent to buy. For instance, they wouldn’t likely send the sandwich deal if it were 3:30 in the afternoon. Alistair Goodman, the CEO of Placecastestimates that by combining location and time, a business using the platform will rack up 2-10 times the amount of business that a generic text would.
How to Make it Work For You
Here are some tips that small business can use to get in on the game.
Just because location based marketing hasn’t made it big in the small business world yet, that doesn’t mean that it won’t. Who knows, maybe your retail store will be one of the first in the upcoming movement?
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