The second most desirable customer in the world is the one who is primed to buy. The most desirable customer in the world is the one who is primed to buy and is standing outside your store. But how do you reach these folks? By coupling technology with opportunity, and mobile marketing with geo-targeting. Geoaware campaigns use real time GPS data to deliver specific, often dynamic and engaging ads and messages, to the user who is primed to buy. Add some cool consumer tools like point-of-purchase sales apps. It may seem obvious, but make sure your technology is actually working before you roll it out or, like Starbucks, you’ll learn that mal-functioning technology doesn’t convert customers no matter how primed they are to buy.
The tables are turning. Remember the very real feeling doomsday warning of the death of retail stores, where people come in and browse products but use their mobile phones to buy it elsewhere at a cheaper price? Yes it crippled some stores, but the smart ones responded by embracing mobile marketing. By coupling geo-targeting (where is the person right now?) with search behavior analysis (what is the person really interested in right now?), retail stores can present perfectly tailored offers to the right customer, at the right time and often at their brick and mortar stores.
You can team up with online marketing engines (Google being the biggest player in the market) to make offers to prospective customers in your area. While your foot traffic may be slower than you want overall, with location marketing you can bring in those few, yet highly motivated customers. Less people buying more, is better than more people buying nothing! Learn from Starbuck’s fail. Make sure everything works as promised before launching your mobile campaigns.
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