The Rise of Location-Based Marketing

The Rise and Rise of Location-Based Marketing

A photo by Redd Angelo.


Twitter wants to know “What’s happening?”, Facebook is concerned with “What’s on your mind?” And now more and more mobile apps want to know “Where are you?” This week’s blog will highlight the uses of location-based marketing or geolocation in brands’ everyday campaigns, with a focus on mobile marketing and apps. We have all read articles on how mobile is “taking over” so I won’t go into that, but just two quick thinking points. Firstly, people are spending more time in apps than watching TV and secondly, the average person looks at their smartphone over 150 times in a day. So how is your business reacting to this shift in consumer trends?

How does geolocation work?

Location-based marketing or geo-marketing is breaking its way into more marketing strategies. It can be defined as the integration of geographical location into sales and marketing activities of local businesses. A local business refers to any size business that is dependent on local consumers for revenue. This does not mean just local independent stores or coffee shops but also multinational brands such as McDonald’s or Starbucks. Typically geolocation apps do two things; report your location to other users or associate real world businesses/events to your location.

Geolocation uses GPS, 3G and WIFI networks to ascertain a device’s exact location. People are prepared to give up some level of this once very private information if it leads to smarter, more enjoyable and convenient apps on their smartphone. They don’t want this communicated with the world but if it enhances a level of service the majority of people are open to it. All smartphones are beginning to feature this technology in greater ways with the new iPhone 5s containing a motion sensor chip, the M7. This will have greater uses for “wearable tech” but also aids in greater geo-accuracy.

Location-based marketing: the challenges

As with a lot of marketing technologies, the main constraint is businesses adopting a new technology. Historically, by the time all businesses have adopted and begun to use a technology, the market has further evolved. Being an early adopter of a technology like Geolocation can only be of benefit to your business. With the major players in the market investing heavily in this technology ($250 million+), it will soon become an integral part of our daily lives and business practices, whether we chose to adopt it early or not. Consumers are already using these features to find a business or a service near them.

How could your business use location-based marketing to start targeting your customers more effectively?

You can send a push message to your app’s users based on their geolocation. Companies are using this technology to drive people into their retail stores, target certain areas with breaking news, send users interruptions to service for a particular location, send ticketing info to a particular area, weather warnings to regions and so much more. More and more companies are coming up with innovative ways of using geolocation on an on-going basis.

Here at Element Wave, we can show you how to very simply target your app’s users based on their geographical location. It doesn’t take weeks of development, you don’t need to overhaul your existing app and it can be implemented in under 20 minutes.

About Element Wave

Element Wave is the only Mobile Engagement Automation platform built specifically for the iGaming industry. Established in 2010 in Galway, Ireland, we are a next-generation technology & managed services company serving some of the biggest players in the industry. Our multi-award winning company specialises in mobile marketing to combat the growing problem of player churn. Contact us now for a demonstration to see how we can boost your mobile retention.


Element Wave Newsletter

Welcome to Element Wave

Check out our mobile marketing automation platform.

Request Demo Find out More

Welcome to Element Wave

Check out our mobile marketing automation platform.

Request Demo | Find out More