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"Location, location, location" isn't just the battle cry for commercial real estate -- it also happens to be the hottest new trend in the world of marketing and advertising. A phenomenon called location-based advertising has risen to the forefront of digital sales and marketing strategies for all kinds of organizations and industries -- and it can play a vital role in helping businesses reach the next level of sales success.
Location-based advertising involves the use of geo-targeted data to deliver personalized ad messages to customers' and prospects' mobile devices via SMS (Short Message Service) text messages. LBAs can be sent to such individuals in various ways, depending in part on regional regulations and preferences. Typically, businesses will use an online form as an opt-in method or send messages through communications platform services providers such as Cequens.
Once the desired audience has subscribed to a business's SMS, the business can send them special offers or other enticing ads based on the subscribers' location. Popular localization techniques include:
Location-based advertising has become increasingly widespread and popular for a number of reasons. This kind of advertising offers such critical advantages as:
Location-based advertising can play important roles at various stages of a business's digital sales funnel. For instance, online shoppers who include a location in their Google searches may click through to a website that include the necessary SMS subscription opt-in. At this point, the shopper remains at the outer rim of the sales funnel. Different location-based SMS messages, each aimed at moving the prospect through deeper and deeper into the sales funnel, can then be delivered until the prospect becomes a steady customer.
Consumers throughout the Middle East and Africa are clearly making more and more use of mobile services for their everyday needs -- including shopping for local products and services. The number of mobile internet users in the Middle East alone is expected to reach 344 million by 2025, while the penetration rate of unique mobile subscribers is expected to include an encompass 69 percent of the population. 74 percent of those mobile connections will occur over smartphones.
As the depth and breadth of mobile usage continues to grow in these nations, so will the opportunities to capture new audiences (and maintain current customers) through location-based advertising. Cequens' communication platform and related services stand ready to help organizations make the most effective possible use of this technology.
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Powered by innovation and guided by a Cloud-First and Mobile-First approach, we provide omnichannel communication APIs that enable enterprises and developers to communicate with their customer base worldwide.
CEQUENS proprietary, PCI/DSS compliant Communication Platform leverages the latest cloud technologies and features a comprehensive portfolio of products and solutions that are industry-focused, agile, scalable, and cost-effective.
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