Modern online marketing campaigns are based on a number of strategies, which includes, social media, web and mobile-based technologies, that provide a platform to the customers to continuously remain active and engaged with the sellers. Some mobile-friendly websites have socially rich responsible designs, compatible with desktop and mobile screens, based on smart user-friendly appealing and useful themes. Uncomplicated fast download speeds 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 can be untimely and such alerts can be annoying for some buyers, while, others may like it.
The new digital marketing strategies are using mobile-friendly location-based customer engagement [as per the survey of tech firm Blis with Future stores and WBR] to identify individual preferences of each buyer. The study found 61 per cent of the retailers changed their brand strategies to deliver inclusive personalized shopping environment to the buyers last year that was based on such technologies.
Location-based customer engagement
A survey on the retailers in North America, conducted 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, furthermore, some respondents felt the consumer privacy factor prevented them from implementing such technologies in their premises, that provides some key user data, very useful to these businesses.
Brands always grow in some specified locations which can be easily identified by geo-location trackers, where the location is not just the region, it can be the city, state or the country. Geo-fencing is the idea that uses a combination of technologies like RFID, Bluetooth, wi-fi and GPS, where it can provide location-based information, moreover, even the minute details in streets and building can be tracked. These technologies are based on mobile messaging applications which can lead to the distribution of targeted messages, and it provides a stepping forward towards improving targeting and personalization to the new buyers, which is needed for better engagement with the consumers, in addition, it promotes loyalty by offering a new range of personalized services to the buyers.
Such knowledge can be used to target and gain insight into the buyers’ psychology by identifying their choices and delivering hyper-accurate data. The area offers scope in location technology where the markets can track users’ behaviour related data like – how the users visited or bought items in the store?
Most retail stores use micro-location technologies to gather such information as it provides real time statistics about new offers – like if the users have a preference for a specific product, or how they shop for certain brands, or how much time they spent on it. There can be a number of other statistics, which may be collected by the firms to get location data to design geo fencing based marketing strategies; nevertheless, there are restrictions where geo fences in malls and multi-level buildings may prevent location tracking.
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