GPS Mobile Marketing (Essay Sample)

GPS Mobile Marketing
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Abstract
GPS mobile marketing is an innovation in business for solving a variety of tasks such as sales promotion, obtaining objective ratings of advertisements and information channels, analyzing the effectiveness of distribution networks and regional markets. Location-based services including mobile phones with GPS contribute to the development of marketing, opening up new possibilities for companies. According to the estimates of marketers, this type of marketing has become one of the most popular promotional tools in recent times.
Based on geolocation, GPS mobile marketing is one of the main areas in which trading companies will work in 2015. Companies will implement various methods of making purchases on the basis of location data in order to attract the attention of buyers. Sellers have shifted accents in an attempt to get closer to customers. All this is due to the popularization of mobile phones. Smartphones have become more sophisticated and provide their owners with new opportunities. In 2015, mobile technology will have an advantage over other technologies, and consumers will switch from the use of personal computers to the use of mobile devices.
Keywords: GPS, geolocation.
Mobile Marketing
One of the most perspective technologies in social communications is geolocation services, which are popular applications for mobile phones based on locating the person. Geolocation has become a tool enabling targeting of marketing campaigns and the basis for the development of new types of interaction with the consumer. In 2015, these technologies will be among the most promising areas of advertising and business development due to the minimal budget and high capability. The spread of portable devices, such as smart watches or Google Glass, will contribute to this.
Location-based services have a variety of flexible options that are available to marketers today. Companies can advertise their offers to people who are in the immediate vicinity of the place of sale. For example, a company may send notification to nearby customers during a conference. Customers will be able to receive alerts about discounts and other promotions in closely spaced stores. Companies offering taxi or delivery services can use location data to search for the nearest taxi or courier, which will provide the consumer with a faster service. Location-based advertising can be implemented in the form of push notifications from mobile applications. The most impressive use of geolocation capabilities is sharing this technology with augmented reality. Virtual objects interweave with the elements of the real world of entertainment or information purposes.
Geolocation options are integrated into already operating sophisticated products, such as Facebook (Places), Google (Latitude and Places), and Twitter. Almost 20% of the world's population uses location-based services; income from consumers and advertisers will reach 10 billion dollars by 2016. According to the analysts network Havas Media,
more than 50% of revenue will come from search geolocation systems. 10% of Americans get most of their mobile advertising messages using geolocation services.
Nestle company actively uses geolocation mobile marketing trends. The company held a unique action "We will find you," which included GPS trackers embedded in chocolate bars or barcodes for mobile phones with GPS. When the winner activated it, he/she was found within 24 hours, and he/she became the owner of a check for £ 10,000. Also, Nestle has involved non-standard types of geolocation mobile marketing such as NFC, supporting the development of the mobile phone market. The outdoor advertising campaign included 3,000 posters with NFC and QR-codes. People could enter the online competition 2000 x £ 10 prizes (Nestle, 2013). A well-thought-out marketing approach using new technology provides high user engagement in this marketing process. Virtually all successful social geolocation services prefer interacting with the user in a form of a game in order to keep the motivation to generate content. The company's revenue has increased several times through attracting potential clients by using geolocation systems, which contributed to the popularization of the brand.
On the basis of geolocation data, it is possible to deliver a message to the buyer with a special offer at the right time. Geolocation allows the use of marketing tools on the client who is located near their institution. For example, companies may send a coupon code to fans who had gathered at the stadium. Personalization is an important factor when trying to attract customers. KFC widely uses this technology. KFC marketers use a Geo contextual advertising system, which is a symbiosis of LBS-services and PPC advertising. The system detects smartphone users within the radius of 500 m to 5 km from the required location and sends a photo of the facade and address. Users receive a coupon code, which inevitably causes a desire to visit this cafe. This project contributes to the popularization of this chain of restaurants and significantly increases its profits. In the United States, during four weeks 11 million people learned about the location of the nearest KFC restaurants. 110 thousand consumers decided to get registration coupons (AIRTAG, 2014). According to the statistics, the above method is one of the best ways of promoting and advertising business, which is supported by the social effects.
Competition in the market among taxi services is high, and a sharp rise in the cost of passenger transportation lead to reduced quality of passenger service and profitability. Optimization of business processes of the taxi market is possible due to the introduction of new technologies such as geolocation services. Services can automate order processing and management of taxi drivers. The GPS-taxi system improves the efficiency of enterprises, improves taxi services and minimizes the human factor. Several companies have created a unique resource – 1-800-Taxi-USA – to provide the highest quality and most reliable taxi services at any time and in any place. The company has developed the application Taxi Mobile for iPhone and Android to co...