At Vibes, we’re constantly talking shop in the mobile space, and nothing brings us more joy than teaming up with other smart folks to do it together. Recently, VP of Professional Services at Vibes, Amy Ferranti, partnered with Asif Khan of the Location Based Marketing Association (LBMA) to create a webinar on mobile location & loyalty. Here’s a recap of the highlights.
Meet Location: Your New Money Maker
Asif kicked off the webinar by talking about how important location is in marketing right now: 72% of marketers use location in their marketing and advertising efforts, and by 2021, it’s estimated that geo-targeted ad sales will hit $32.4 billion.
From the moment we wake up and roll over to check notifications on our phones to the time we return from work to browse online stores on our tablets (and many points in between), we may use different devices to access information, but there’s one thing that marketers can track and take advantage of:
Whether a consumer is on her phone looking for coupons for local stores while eating lunch or checking her email at work or playing games on her tablet in the evening, her location gives marketers the opportunity to connect with her in a meaningful way.
Asif shared what the LBMA calls the “3-layer location cake.” Each layer uses different marketing tactics to achieve a goal for retailers.
The bottom layer is focused on driving traffic to a location. Marketers can use push notifications to alert consumers of special discounts or coupons that will sway them to visit the store.
The middle layer aims to increase purchases using in-store beacons and wifi. Once a shopper is in the store, she can receive hyper-targeted offers that will guide her to specific areas of the store for promotions and sales.
The top layer (the cherry on top, if you will) is where you close the deal. NFC, mobile payments, and loyalty programs all can be used to engage the customer and get them to buy, with the assistance of their mobile device.
Add in Loyalty, and You Have a Winning Team
The other focus of the presentation dealt with loyalty and leveraging mobile to get customers in stores more frequently.
Because consumers are seeking more engaging experiences and deeper relationships with brands, only a two-way connection gets the job done. Traditional loyalty programs can’t offer that, but a mobile loyalty program can.
When consumers can use their phones to accrue and redeem loyalty points and rewards, as well as receive customized offers from brands, that’s when the magic happens. In fact, 83% of consumers would have a more positive view of a brand that delivered personalized loyalty messaging, such as points and rewards, exclusive content, and birthday and anniversary messaging.
Amy talked about the importance of a mobile-first loyalty strategy, which involves integrating mobile engagement into your loyalty program through SMS, MMS, push, and mobile wallet. Vibes research shows that 48% of consumers prefer to get loyalty messages through SMS, and that 73% are more likely to join a loyalty program if points and rewards are automatically updated and visible through a mobile wallet.
The demand is there; it’s simply up to brand marketers to step up and offer what their audience wants. Leveraging location is one component: getting the right message to the consumer at the right time and place is huge in boosting conversions and revenues.
The other component is loyalty. Brands can’t focus on one-time sales; instead, they need to see the big picture and work toward providing relevant and engaging offers to their customers so that they’ll come back again and again.
Here’s the entire webinar in case you want to take a peek:
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