Mobile marketing strategies and geo-fencing Essay

The new online marketing campaigns are based on a number of strategies which includes the social media, web and mobile technologies to create the platform for the customers to continuously remain active and engaged with the sellers. Some mobile-friendly website have socially rich responsible designs which are compatible with desktop and mobile screens and are based on smart user-friendly themes which are appealing and useful to the customers. Uncomplicated fast download speed and uncomplicated home screens are most preferred by the new buyers.

These days the users remain logged into a number of web sites and they get instant alerts and notifications about the upcoming deals but the messages should be sent in a manner which does not annoy the user as untimely alerts can be irritating.

The new digital marketers are using mobile-friendly location-based customer engagement as per the survey of tech firm Blis( with Future stores and WBR). The study found 61 per cent of the retailers changed their brand strategy to deliver inclusive personalized shopping environment to the buyers.

Location-based customer engagement

A survey on the retailer in North America in October 2018 by IHL Group and RIS News found 58 per cent of the retailers were planning to invest in getting location-based marketing in 2019 where consumer privacy concerns were the key barriers and some respondents felt the consumer privacy factor prevented them from implementing such technologies in their premises.

Such technologies provide the key data which is always useful to the businesses. Brands always grow in some specified locations which can be easily identified by using the technology. But the location is not just the region. It can be the city, state or the country.

Geofencing the idea which uses RFID, Bluetooth, wi-fi and GPS are some technologies involved in it that can provide location-based information, where even the minute details in street and building can be tracked.

These technologies are based on mobile messaging applications which can lead to the distribution of targeted messages and it is stepping forward towards improving targeting and providing personalization opt the new buyers needed for better engagement with the consumers and it also promotes loyalty, while, offering a new range of personalized service to the buyers.

The area offers scope in location technology here the markets were tracking the users' behaviour where they collected data about how the users visited and bought items in store. Most retail stores have micro-location technologies which can be used to understand the buyer’s behaviour. It provides the companies with information like if the user has liking for a specific product or how they shop for certain brands and how much time they spent in the store. There are various other statistics which are collected by the firms tracking location data to design strategies. Such knowledge can target and gain insight into the buyers by tracking their buying choices where the technologies can provide hyper-accurate data. However, there are restrictions in tracking locations where geo fences in malls and multi-level buildings may prevent location tracking.

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