LOCATION-BASED MARKETING TECHNIQUES

Mobile marketing is increasingly becoming popular in the modern business world. Most of business organizations today are embracing technological advances of the 21^st century to fulfill their marketing needs. The increased availability of smart phones and internet accessibility has made it possible for these organizations to do their marketing. It is prudent to note that mobile marketing has been popular in the business field as it offers the marketers an opportunity to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas (Laudon, Traver, & Laudon, 1994).  Marketers find location-based mobile marketing attractive as consumers are constantly connected using their personal mobile devices. Most people in the modern society have access to the internet and are always on social media sites thus making it a good avenue for firms to fulfill their marketing needs.

It is imperative to point out that there are different technologies and techniques that are employed by location-based mobile marketing. The marketers in this field are aware that sales can only be improved if there is constant supply of necessary information to the expected clients.  Important marketing concepts, such as conversations and engagements, remain critical pillars to the local marketing practice (Laudon, Traver, & Laudon, 1994). Increased availability of smart phones and tablets as well as the strong ties between consumer use of social networks and local shopping has also been instrumental in this technology. Marketers have embraced use of social media to fulfill their marketing goal.  It should be noted that the social media help deliver business message to most consumers. In essence, social marketing encourage consumers to become fans and engage and enter conversations which increase product awareness as well as their sales.

As aforementioned, the social media plays an important role for the marketers. It is therefore essential to understand how the different sites help in accomplishing this important role. The most common and most known social marketing players include; face book, LinkedIn, twitter, Pinterest, Tumblr, Google+, MySpace and Instagram among others. From all these, sites, the business entities can post their business information and the information will be available to several users who can turn into consumers. Players in social media marketing engage in five steps that are also applicable to local and mobile marketing (Laudon, Traver, & Laudon, 1994).  The five steps include; fan acquisition, engagement, amplification, community and brand strength/sale. If these steps are followed in that sequence, the business entity is expected to reap big from the marketing exercise.

Besides providing consumers with time and location sensitive, personalized information that promotes goods, services and ideas, the location based mobile marketing is also attractive to marketers for different other reasons. For instance, if a firm is using social media such as face book and twitter, the marketers can be able to assess the results of their marketing efforts. For instance, one can assess the results based on fan acquisition, engagement, amplification, community and brand strengths.  In addition, the marketers are guaranteed to deliver the business message to a good number of prospective consumers. It is important to point out that there are over 200 million people who use twitter and face book.  It is also worth noting that the online marketing platform also offers marketers with an opportunity to combine both pictures and words in their promotional activities. For instance, Pinterest Marketing is one of the fastest growing and largest image sharing sites (Laudon, Traver, & Laudon, 1994).  This enables users to talk about brands using pictures rather than words thus making it convenient for the users to get the intended information. In essence, technological advances and increased access to internet have been critical to the success of location-based mobile marketing.

References

Laudon, K., Traver, C., & Laudon, J. (1994). Information technology and society. Belmont, Calif.: Wadsworth Pub. Co.

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