According to recent research, when it has been overdone, this location based advertising flops.
Among the largest trends in location based mobile marketing is the use of beacon technology and, as has been the case with nearly every other form of smartphone based advertising, there is a right way and a very wrong way in which to use this method.
A recent study has shown that overusing beacon messaging can have a devastating impact on a campaign.
Beyond that, the research also found that there is a very fine line between the right number of messages and too many. The inMarket study showed that when more than one mobile marketing message per location is sent to consumers, the use of the app plummets by a massive 313 percent. The report also indicated that when beacon technology is used properly, it can spike interactions by a tremendous 500 percent when compared to the impact of standard push notifications that include relevancy to location.
This is some of the first research to address the best practices when it comes to location based mobile marketing.
This research places the spotlight on the requirement for marketers to roll out their mobile advertising strategies with great care so that they don’t inadvertently turn their customers off by sending too many messages.
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According to the CEO of inMarket, Todd Dipaola, there is a great deal of power behind the use of location based marketing technology. However, he added that it is very important to use it properly in order to avoid causing harm. He explained that “You could even call it a power tool – it is like a buzz saw,” and added that “You could use it to build a house and do something constructive or you can accidentally cut your own finger off.”
What Dipaola is essentially telling brands and marketers is that when it comes to the use of beacon for mobile marketing, less can be more, so it is much more effective to lean in that direction. There is a very careful balance between informing consumers and encouraging interaction, and simply frustrating them to the point that they cut off communication.