Right place, right time

Nowadays, almost everyone owns a smartphone (even my cousin who is only seven years old). It can do almost everything a laptop can, plus it’s portable which makes it usable anywhere and everywhere.

As of last year, there were about 4.3 million active mobile users in Singapore, which amounts to 75% of the population. On average, a person spends two hours and six minutes on social media everyday. That’s about 15 hours a week, 63 hours in a month and 766 hours (ONE WHOLE MONTH) in a year – can you imagine the amount of time wasted scrolling through your phone when you could’ve done something more important??

Well, that’s beside the point. Marketers need to take advantage of the mobile platform to reach customers on a device that most people bring with them almost everywhere they go.

Image Source: Kaplan 2012

Kaplan classified mobile social media applications into four main types depending on the specific location of the user and whether the user receives the message instantaneously or with a time delay.

In this blog post, I will be focusing more on the most sophisticated form of mobile marketing applications – Space-timers. The name itself is self explanatory, the user receives the message at a specific LOCATION and at a specific TIME.

Image Source: MacKuba

A pop up message similar to the one above, appears whenever you launch an app for the first time. Location tracking raises numerous privacy concerns as anyone can check your whereabouts. Therefore, my immediate response? NO. Location data may be easy to find but consumer permissions are hard to get.

Well.. not unless the sharing of data is exchangeable for cash rewards, discounts and other perceived benefits. I mean, who doesn’t like discounts? Apart from that, they can also offer contextually relevant content to consumers based on their location data.

Image Source: 6sqft

In 2015, Whole Foods teamed up with Thinknear, a location-based marketing firm to help build brand awareness, increase human traffic to their new stores and Facebook page. With the use of location based marketing strategies, made possible through GPS capabilities of mobile devices. Whole Foods placed geofences around several store locations and send out targeted ads and special offers to mobile users that passed by. Additionally, they also employed geo-conquesting tools to target ads at shoppers near competing grocery stores, thus incentivising them to travel a bit further in exchange for better deals at Whole Foods. The campaign was a huge success as it managed to get a 4.69% post click conversion rate which is 3x more than the industry average.

From this example, we can see that being at the right place and the right place is crucial for mobile marketing. But that is only possible if users allow companies and brands to make use of their locations. Would you trade your personal information for rewards and discounts? Let me know in the comments down below. Til’ next time!

8 thoughts on “Right place, right time

  1. Hmm, yes, I will definitely be attracted to the rewards and discounts but usually, I will not share my personal information with companies that I had never heard before. But I do believe that by using some strategies to get consumer’s attention are important for companies to increase their sales and create brand awareness. Maybe one day I will fall into the trap too. An interesting post!

    Liked by 1 person

    1. Same here! I would definitely be more willing to share my personal information with brands that I have heard of before and am interested in. Yes there are many creative ways to get consumer’s attention nowadays! Thanks for commenting! 🙂

      Liked by 1 person

  2. Good read! I personally don’t share my location while using apps, still quite skeptical about these organizations, but I think I will be more convinced and willing to share if the intentions of these companies are made clearer!

    Liked by 1 person

    1. Hmm that’s true! However, I feel like I am “missing out” on some good deals whenever I don’t share my locations. Thanks for commenting on my blog! 🙂

      Like

  3. In my opinion, privacy is a major concern when it comes to consumer data, and therefore, I don’t think that discounts and additional benefits are worth trading your personal data for to big companies. It is hard to tell where companies draw the line between just advertising and invasion of privacy by selling your data without one’s consent. The average consumer hardly ever reads the terms and conditions. With Facebook recently found lobbying against data privacy laws around the globe, there should be polices in place in order to prevent big companies from abusing consumer data, and ultimately protecting the privacy of an individual.

    Liked by 1 person

    1. Yes I do agree more should be done to protect consumer data since without us as users they probably would not be making any money. Thanks for commenting on my blog! 🙂

      Like

  4. IMHO, I’m not a sucker for discounts or promotional rewards actually, so i guess it depends on what kind of personal information they need? If it’s just location, then i guess there is minimal harm to giving them that.

    Like

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