Marketing 0

Level 1: Personalized Information

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Location-based marketing, in its narrow application, is the most
common type of informative marketing. It leverages one of the most
valuable metadata: the geolocation. The data are typically captured
via the global positioning system (GPS) of customer smartphones.
For indoor use, the geolocation data can be further enhanced with
the use of proximity sensors or beacons.
With the data, marketers usually perform geofencing marketing
practice, which is creating a virtual perimeter around a specific point
of interest (such as a retail store, airport, office, and school) and
broadcasting targeted messages to the audience within the
perimeter. All major social media advertising platforms, such as
Facebook and Google, provide geofencing capabilities. It means that
campaigns can be isolated to a specific area.
Companies can use geofencing to drive traffic to their stores from
nearby locations or competitors’ locations with promotional offers.
Companies like Sephora, Burger King, and Whole Foods use
location-based marketing. Burger King, for example, created a
geofence around more than 14,000 McDonald's locations as well as
more than 7,000 outlets of their own across the United States in its
Whopper Detour campaign. Users of Burger King's mobile app could
order a Whopper for a penny, but only if they are near a McDonald's
outlet. Once the order is placed, the users are directed to move from
the McDonald's outlet to a nearby Burger King to get their
Whoppers.