The rise of the mobile app is also big news for location-based marketing. Whilst mobile accounted for a growing number of sales over the festive season, marketing offers based on the location and personalised information of the user were the real success.
Location-based offers capitalise on the convenience factor for consumers, centred on who they are, where they are, and what they’re doing – and users have come to expect real-time offers as a valuable part of a competitive customer experience. A recent survey by Salesforce revealed that marketers are set to increase spending on mobile tracking and apps to create “cohesive customer journeys” in a shift from campaign-focussed marketing to a more personalized approach.
Gartner has reported that, according to Adobe’s Digital Index, 55% of US consumers were open to receiving direct, relevant offers via mobile whilst in-store over the holidays, and 71% like ads to be personalized. The consensus is that the next task is to work on the quality of personalisation, and figure out just how much personalisation is appropriate.
Bristol-based digital business Vouchercloud has seen significant growth over the past five years. Vouchercloud relies on user data for its market success across the UK, which is used to create ‘targeted and compelling content’ with a focus on high street shopping and restaurants. Maintaining trust when it comes to data protection for applications like Vouchercloud is also a crucial element for market leaders.
The growing prevalence of geo-fencing means that deals are not only localised, but can even be based around nearby events within an exact radius. In the not too distant future, we can expect to see more clever marketing tactics in context with what we happen to be up to; for example, you might receive an offer from a florists when you walk into a jewellery shop based on the assumption that the two purchases complement each other in the lead up to Valentine’s Day.
As well as goods to be purchased on arrival in store, the era of mobile ordering is set to begin in earnest since Starbucks announced plans to roll out its new ordering app nationwide in 2015. The aim of this kind of service is to ensure convenience and a hyper-efficient customer experience without delay.