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.
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.
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.
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!