Supercharge Your Mobile Marketing with Geo-Conquesting

If you remember my blog from earlier this year, the word geo-conquesting should sound familiar. Geo-conquesting is when you target customers that are near your business’ competitors and try to pull them away with a message in real-time. This is all based on location targeting. And according to MDG Advertising, 53% of consumers are more likely to engage with location-based advertising. This type of advertising usually yields high ROI because the messages sent are relevant and highly targeted. Furthermore, according to a Pew Research Study, the average young adult looks at their phone a whopping 109 times a day.

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Here are some of the industries and retail categories that can benefit from geo-conquesting:

  • Businesses that sell bigger items like furniture or automobiles will have more of an appeal because of the infrequency with which people make those purchases. The bigger the savings, the more enticing to customers they will be. Saving a few hundred dollars on a vehicle will encourage someone to drive across town to get a look at your prices.
  • On the other end of the spectrum, industries such as retail, restaurants and gas stations can take advantage of this specific target marketing. These categories, plus other similar low-interest industries where there is a small window of thought before the purchase, can benefit too.
  • Holidays and events are a great time to take advantage of geo-conquesting because stores will have a higher volume of traffic throughout the day.
  • One way hotels could take advantage is by setting up geo-fences around nearby airports to attract incoming travelers. A great time to send these ads would be late at night and early in the morning to weary travelers and also during severe weather when flights would likely be cancelled and people will be looking for hotels.

Geo-Conquesting Strategy

The best way to develop successful campaigns through geo-conquesting is to first have a profound understanding of your competitors. You will need to find out why people are shopping at a competitor over your business or store.

Your mobile strategy should be equal parts of push and pull technique. A great way to really make your strategy shine is by using more customized alerts that have a time limit with them.

If you don’t think geo-conquesting is right for your business, be aware that the chances are your competitors are already doing it. Staying on top of digital marketing trends is vital for business success, so it might be time to reconsider.

Has geo-conquesting ever persuaded you to shop at a specific store?

Keeping Your Business Mobile: New Techniques You Need to Try

Hopefully you read my blog last week. If not, shame on you! I’ll forgive you this time, but it was about mobile marketing and why it will be important for your business to adapt to this rising trend.

According to a Motorola Solutions survey, retailers believe that over the next five years, 56% of all transactions will be completed via mobile POS, self-checkouts at terminal or on mobile devices. In that same survey, 42% believe that improving the in-store experience will involve sending coupons to a customer’s phone based on their location in the store. If you still don’t think you need to take advantage of mobile, look around the next time you are in a restaurant or waiting on a street corner and really notice how many people are on their phones. These are all potential clients!

It’s no surprise that people’s attention spans have reduced dramatically over the past couple of years. With video accounting for 50% of all mobile data, you’ll need to adapt to this trend. Micro-content will be key in keeping your customers engaged with you. You will be seeing more companies take advantage of Vine, Instagram Video and even Snapchat as they continually rise in popularity.

Cezar Kolodziej, president and CEO of Iris Mobile predicts that Rich Media Messaging (RMM) will explode in 2014 (with already a 99% open rate and double the conversion rates of SMS). RMM allows Android users to no longer receive iPhone content that they will not be able to open and iPhones will stop receiving Flash videos that are not compatible. RMM allows companies to send messages designed for each specific phone which allows the image, video or coupon to fit the screen.

Have you considered Geoconquesting? This is done by setting up a geofence around your top competitor’s location(s) and scheduling a message to go out on high traffic days and times for those areas. This is first accomplished by getting a second opt-in from your customers. After you have received that information, you will be able to send messages to your customers when they are near your competitors. You will be able to send a real time text message to them saying something like this: “Stop by our location in the next hour and receive 15% off any full-priced item! Show MSG when checking out.” This gives them a specific call-to-action and incentive to leave your competitors and come directly to your store.

Have you already adopted mobile marketing techniques? Are you seeing a bigger ROI? Comment below and grab my attention on Twitter.