Is Location Based Advertising The Future Of Proximity Marketing?

By Author: Txt2get
Total Articles: 31
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It would be somewhat of an understatement to say that many of us lead busy lives in modern society. More and more it is possible to see that frantic pace in which we live our lives. This in many ways proves problematic for marketers who are trying to engage their audiences effectively. However, in the new age of mobile and proximity marketing, Location Based Advertising has stepped forward as a possible solution. So is it the future?
Location Based Advertising uses GPS tracking technology to locate a consumers mobile device and from their can provide a range of automatic or requested offers and services. LBA pull advertising for example is an extremely convenient and efficient way for tourists to locate key sites or facilities in an unfamiliar domain. They can simply sign in to a dining clubs site, select a list of culinary preferences and based upon their location, will receive a list of their nearest available options with detailed maps on how to get there.
The second major part of location-based advertising is its “push” advertising. For this to occur customers will have to opt-in to a company’s LBA ...
... service whether this be in-store, on a website or as a result of automated alerts triggered by a “geo-fence” (a virtual field that sends automated alerts to mobile devices when users enter or exit the specified domain.) This plays a major part in the way marketers look to engage with customers when they are on the go and within prime shopping hours.
The “opt” feature of LBA is vital for customer security. Internet and Email can arguably provide similar information, but it lacked specificity and with the outbreak of spam has fizzled away. By opting in or out of certain alerts, not only are customers gaining a sense of control, but also marketers are learning a great deal about their audiences. When customers opt-in to advertisements, they can select from a range of ways for the alert or advertisement to be delivered. This allows for real time market research by marketers, which can ultimately lead to more engaging, specific, and targeted advertisements.
It is possible to see how LBA is not only targeting the principles of convenience and relevance, but also of customer security and satisfaction. All these elements combine the most effective of company to customer ethics and are implemented to ensure lasting customer loyalty making Location Based Advertising, the future of proximity marketing.

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