The influx of digitization has opened many new marketing doors for businesses, and one such marketing option that many firms are embracing is geolocation marketing. Nowadays, geolocation marketing is no longer an option. Instead, it has become a necessity for all.
In geolocation, the user’s physical location is targeted for building a more productive marketing campaign or strategy. By collecting data from cell phones and satellites, businesses can craft their marketing strategy in such a way that they can achieve the highest potential of spending.
But before understanding the implementation process of geolocation marketing and getting familiar with its benefits, you must know what not to do in geolocation marketing. So, without further ado, let’s look at some critical mistakes you should always avoid while using geolocation marketing.
Staying away from user experience
An essential part of any marketing strategy is the UX and how you work to enhance it. The best way to create a long-lasting and enhanced user experience is to take part in your campaigns, and a similar type of strategy can be used for geolocation marketing.
If you are running a brick-and-mortar shop, then you might want to enhance the UX behind the check-in into your shop and the amount of time required to redeem promotions and coupons. And the best way to do this is by getting involved in your marketing campaign. You can use the data that you have stored on an online file-sharing service for any campaign as well.
Flooding the customer experience with uncapped ads
While using geolocation marketing campaigns based on location lookup API, you are always at the risk of overwhelming the customer with too many ads. When you narrow down your targeting approach to a specific location, a customer might go through the same ads multiple times.
You must understand that your leads are already dealing with a long list of ads on an everyday basis, and therefore, your target should be to stand out from the crowd, not overwhelm your customer with ads. The best way to avoid this mistake is to use frequency capping. This makes sure that you don’t inundate the leads with the same ad every day.
Using outdated customer list of analyzing data
Geolocation marketing based on the location lookup API can help you target those customers within a specific area who have the maximum chances of getting converted, but this is possible only when you update the customer list regularly.
Geolocation aids the marketing strategy by going through the customer behavior within the parameters set by your firm. And the data obtained from such an approach can be used for showing the ads to the most suitable customers. But since the needs and demands of customers keep on changing, you must update the customer list regularly to stay effective.
Not providing enough training.
If you have built an impeccable geolocation marketing campaign, it will suit your firm, but if your team doesn’t have a basic understanding of the system, the entire UX will suffer.
You must make sure that your customers don’t have to face a situation where an employee at the sales desk has no idea of how to redeem a coupon. Always make sure that the employees in the firm are aware of the importance of geolocation marketing in the firm.
If you are going to use geolocation marketing for your firm, you must take care of all the mistakes that we have mentioned in this blog post, as it will help you build an impeccable geolocation marketing campaign.