Journal 05 Aug 2019

How brands are using geolocation marketing to get their message heard

There’s nothing worse than being bombarded with irrelevant marketing messages. Recent research by Campaign Monitor showed that the average manager receives more than 121 emails a day. And that’s just emails. Whilst a number of these messages are important, many are marketing emails received after accessing gated content.

The Guardian recently reported that, on average, we see 3,500 marketing messages a day. The only way that we, as humans, can deal with this amount of messaging is to filter much of it out. The same report in the Guardian suggested that we actually ignore 99% of the messages we’re exposed to.

This means that only the most effective marketing messages get noticed.

Not only are excessive marketing messages a nuisance, they can also put consumers off a brand for good.


So how can you get your brand noticed above the cacophony of marketing messages we’re exposed to daily?

If you think back to the last time you received marketing that was useful or appropriate, the chances are it was highly targeted to you. Maybe a notification from your bank about a higher interest savings account, or perhaps a whitepaper on a topic you were researching? These highly targeted and relevant messages can be welcome, offering a very different user experience. They can even be appreciated. So, how do agencies and creative teams take messaging from nuisance to new business generating?

Sure, you can make sure that your message is eye-catching. You can nail that tone of voice. You can even pay for the biggest and best advertising slots. But it seems that none of these are as important to potential customers as timing.

For years, companies have been obsessing over the right times to send a tweet or post a message to get optimum views, but we’re still largely reliant on sweeping generalisations.

However, geolocation technology is changing the face of marketing, enabling brands and marketing agencies to offer their customers a much more highly refined and targeted experience.

Augmented reality is just one way in which geolocation marketing is enabling businesses to build an emotional bond with the right people at the right time, such as in this early, highly emotive campaign run by Coca Cola in 2013.

If you then power-up geolocation marketing with artificial intelligence (AI), companies can get the timing of messages absolutely perfect. You see, whilst we’ve all been trying to work out the best time to send a tweet or post a message, we’ve been missing the fact that timing is subjective. Not everyone does exactly the same thing at exactly the same time.

Using GPS from your smartphone and AI, companies can target their messages to optimise the chance of purchase, not just by the time of day, but also by where an individual is. They can even target customers based on regular habits. For example, a customer that always goes into a coffee shop at a particular time of the morning is more likely to be interested in trying a different coffee shop if a marketing message, or an introductory offer, is sent directly to them in the hour leading up to their usual coffee shop visit.

With this level of functionality, agencies and businesses can target potential customers with pinpoint accuracy in a way that has never been possible before.

IC Creative partners with dynamic marketing agencies and companies that are constantly looking to improve user experience, helping them to find the very best UX talent and knowledge to keep them ahead of the game. If you’re looking for a role in UX, or you want to expand your UX team, contact us today or to find out about the UX roles we have available, click here, or send us your CV.


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