Expanding the Mindset for Location-Based Services

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Marketing
The promise of providing the right customer with the right messaging at the right time has long been sought after by marketers. And as consumers have become more mobile and are using a mix of digital channels to interact with companies, this has also provided marketers great opportunities to use customer intelligence and location-based marketing to connect with the right customer at the right time and place with the right messaging or offer. Recently, automotive dealers, airlines, and companies in other industries have begun testing out new applications for geo-location that are broadening opportunities for engaging with customers.

The promise of providing the right customer with the right messaging at the right time has long been sought after by marketers. And as consumers have become more mobile and are using a mix of digital channels to interact with companies, this has also provided marketers great opportunities to use customer intelligence and location-based marketing to connect with the right customer at the right time and place with the right messaging or offer. Recently, automotive dealers, airlines, and companies in other industries have begun testing out new applications for geo-location that are broadening opportunities for engaging with customers.Ed Burek, director of product marketing at Pegasystems, recently shared with me how some healthcare insurers are beginning to send proactive alerts to their members with fitness and other wellness offers. Meanwhile, an airline can offer a frequent flyer an upgrade offer when they enter an airport. Auto dealers are using location-based services to provide customers who opt in with service offers and other messaging aimed at luring prospective buyers into showrooms.

Another advance in location-based marketing is the recent introduction of Apple's iBeacon technology. The indoor positioning system could offer marketers the "Holy Grail" in closing the loop between extending an offer to a customer and then determining whether that offer led to a purchase, says Sarah Hodkinson, director of marketing at PayPal Media Network.

We're just starting to scratch the surface with location-based services. As consumers become more comfortable with receiving real-time notifications - especially when those messages are relevant and personalized - this will create new opportunities for marketers, customer service, and sales leaders to engage more deeply with customers and strengthen the customer-company relationship.

EXPERT OPINION
EXPERT OPINION