Whether it’s finding the perfect coffee shop, a nice place for lunch or even the closest cash point, we all use our mobiles for information on the go, happy to share our geo data with apps and services in return for the immediacy and accuracy our busy lives demand.

For marketers and brands, however, this willingness to share has created a new way of reaching that holy grail of marketing: relevant and meaningful communication with customers.

But just how effective can location-based targeting be for mobile ordering apps like Ordoo?

1). Getting customers’ attention

Once upon a time, marketing meant a well-timed email, a poster campaign or simple Radio ad to encourage people through the door. Today, with smartphones that connect us to a constant stream of information and entertainment from news to the best avocado on toast, it’s much easier to forget amidst the Instagram influencers, Twitter notifications and endless scrolling on Facebook. And although the reported 9 seconds is worryingly short for an attention span – it only makes relevancy and timing more important than ever and Location-based targeting is a simple way to nail them both.

Think about it. A new coffee and bacon roll combo is great for those commuters who prefer to grab-and-go on their way to work, but maybe not so much when they are out of the office on holiday. Not only are they unlikely to remember that information whilst enjoying a week in the sun,  the last thing they want is push notifications reminding them about the daily grind. Not only does this waste precious marketing resources, mis-judged messages can also be very annoying especially the pop-up, in your face kind. You only need to look at the rise of ad blockers and the 46% of people who say they use them because ads are often irrelevant, to understand how damaging this can be.

Thankfully, location-based targeting reduces the risk of annoying customers as messages can be targeted in real-time – when customers are sure to be passing by. This, together with a relevant and personalized message (which mobile apps can provide based on customer data) seems to be the winning combination in getting customers to step foot inside a store.

starbucks and mobile

2). Getting customers through the door.

Take Starbucks, for example, who sent a location-based ad to its mobile app customers offering 50% of their favourite drink when in a 5-minute radius of a nearby store. According to the coffee giant, this increased the likelihood of someone walking into the store by 100%.

Pizza Hut to has seen how powerful it can be for enticing customers inside with a location-based campaign that aimed to increase its popularity with teenagers in China.  Teaming up with King of Glory,  a popular mobile game with those born post-90s, they sent push notifications to gamers within a 5-minute radius of Pizza Hut locations, inviting them inside to form teams with other gamers and offering exclusive, in-game rewards only available in Pizza Hut.  In 20 days, over 100,000 gamers visited Pizza Hut with 50% saying they would come back.

2). Giving customers what they want

Powerful stuff, but it’s not just marketers who are realising how effective basing things on location can be. Smartphones users themselves, – 74% of those aged 18 or over–  are beginning to rely on information based on their current location. Google Maps now even handily offers a categorized list of places to eat out near your current location, from ‘budget eats’ to best restaurants for dinner, lunch or just coffee and snacks. Smart. As this becomes the norm, customers will grow more open to the idea of sharing their location if it means they can get more accurate results. A figure which already stands at a fairly sizeable 57%. So no need to worry about customers feeling uncomfortable – in time it will just become something they expect.

In essence, location-based targeting is far more than a novel, new way to connect and communicate with customers – it brings results. The perfect timing improves the relevancy of marketing messages, not only coveting the attention of today’s distracted customers but actually converting this into footfall. This makes location-based targeting a highly effective and powerful tool to have under that marketing belt.

And finally, as the desire for location-based, highly personalized services across mobile grows, it is simply what customers will come to expect. Just like they expect you to know it will always be a strong Flat White over a milky Latte on their way to work on a Monday morning.

 

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