Why You Need Micro-Location Marketing
*This blog post was inspired by MDGAdvertising’s “The Future of Proximity & Micro-Location Marketing” Infographic
Evolution does a fine job of weeding out our competitors, both in the natural world and in the professional world. Every advertising agency has its own methods for promoting ads and tracking conversions, and while some methods are set in stone and maintained by corporate standards, others find success by staying dynamic and trying new things.
You don’t need to be Charles Darwin to figure out which agency is going to last longer.
With in-store purchases falling, brick-and-mortar establishments and businesses with a strong digital presence realized they had a better shot with one thing digital advertising brought to the table: micro-location marketing.
Businesses that haven’t been afraid to make some adaptations in this ever-changing world have already made the switch in incorporating micro-location marketing.
And those who haven’t heard of it before? Don’t worry; you won’t be weeded out…yet.
Nailing Down Micro-Location Marketing
We’re talking about something totally foreign here, we know. But, if you’re in advertising, you better already know what location or IP targeting is. Like, when you choose a location and advertise to those who are using a smartphone? Yeah, that kind of advertising.
Well, micro-location marketing takes it one step further. By partnering with Apple or Google, stores are now putting Bluetooth beacons in-store displays to advertise to smartphone users when they get in range of the display.
How It Works
It’s an excellent concept, but it’s useless if we don’t know how it works. So, Bluetooth beacons are installed in-store displays to advertise to in-range consumers…but how?
You’ve probably noticed by now that you are always asked to give your permission to apps requesting to know your location.
By going through apps like Google Wallet, location-requesting accessories and social media apps, Bluetooth beacons can lock onto your location when in range and subtly advertise products and offers to you while you’re in the store.
Say goodbye to clipping coupons, people, because the future is here!
As if it hadn’t already been obvious, Amazon publicized how we’re all suckers for deals when it launched its free-shipping deal for Amazon Prime members.
We all want deals.
From a 2013 infographic designed by MDGLAdvertising, it seems that 57% of shoppers are willing to share their locations upon request if it means a better deal is involved. This is only proving to be increasingly true as we move into 2018.
Shoppers receive discounts and retailers keep their doors open
By participating in Bluetooth beacon advertising, consumers will be exclusively rewarded with deals not found outside of the store they’re in. This is a way brick-and-mortar establishments can continue thriving in a world of digital shopping.
Using Bluetooth Beacons
Accessibility is an amazing thing. We’ve seen whole societies change due to an increase of accessibility to food, jobs, housing, insurance. …
But in your case, it’s amazing how accessible Bluetooth beacons can be for your business. Whether your products and services are digital or physical, Bluetooth beacons will be an excellent addition to your business.
To get started, check out what you need to set up your beacon. Google supports a number of retailers, like Estimote and BlueCats. Each retailer will provide you with the beacons and instructions to get you started. Be sure to configure, register and upload advertisement offers or attachments to your beacons.
If you still have questions, Google or your retailer can provide you with more specific instructions on how to properly outfit Bluetooth beacons for your business.
Digital retailers, such as Amazon, are already pushing people to shop at their new brick-and-mortar establishments. Other online and physical retailers are working with virtual reality agencies to incorporate physical aspects of the digital shopping experience.
In both cases, it seems that we’ll only be seeing more advances pushing consumers to physical storefronts in the name of getting better deals.