Ever wondered how Ola, Uber pick up and drop you at your location without any goof-up’s. How is it possible to find the perfect route for the location and determine the time in which you will reach it? You must have wondered at least once right how are these taxi and food delivery apps locating your address based on location. The feature that makes all this magic possible is geolocation.
Ever heard of geolocation? It is used in almost all mobile apps now. You’re more likely to find this feature in location based mobile app that bases their business on travel, food delivery or health care etc.
So what exactly is this geolocation and how exactly is it helping brands? Geolocation is an advanced technology, it is similar to the Global Positioning System (GPS) with a slight difference. The difference is that geolocation uses cell site triangulation to detect a device. It sets-up communication in smartphones that are enabled with GPS.
How does it work?
Mobile apps based on geolocation usually establish a connection between the satellite and device to deliver, gather data in real time. All this information is mostly used to determine the behaviour of a person or a moving object. And companies use all this information to form new strategies. Technologies like GPS, Wi-Fi, Cell-ID, Geofencing etc to gather data.
GPS and Wi-Fi are used to determine the location of a device. It may either be with the help of RSSI (Recieve a Signal Strength Indication) or it scans the places you visit frequently on Wi-Fi network. When GPS servers are down, you determine the device location with the help of cell-towers. Geofencing is used to determine how close is a device to that specific location.
Geolocation is used in apps that require location data. Some of them may include Google Maps, Waze, weather forecast, on-demand-services, banking etc.
How is it helping businesses for marketing?
Geolocation technology has given brands an advantage of knowing what their customers like and dislike and where is it. Every company is now changing its tide by becoming more customer-centric, they are trying to understand their customers better and carter their needs. So, geolocation has helped companies to provide their customers with all the benefits they are looking for at the right time in the right place.
Predictive analysis is what big brands are using recently to understand their customer’s preferences. They are using this analysis to predict customer’s choice, activity based on their previous activities. Brands are using this technology to personalise the location-based offers.
Artificial intelligence and predictive analysis are using customer’s location to analyze their history, and based on it they’re boosting sponsored offers for them. Geolocation is using customer behavioural patterns to forecast their locations. This way they’re serving them with deals appropriate for them.
Drive traffic for stores
Amidst these e-commerce platforms, it is getting hard for physical stores to take a breather. The e-commerce market is totally dominating the physical stores with their latest trends and offers. It’s getting hard for physical businesses to stay competitive.
Here is where geolocation can help, with it you can drive more traffic to the stores. If the stores list themselves online, it will get easier for customers to find them with a single search online. They can even find these purchase in-stores as relative searches when they are searching for a particular product of a particular brand.
With social media being on all hipe, influencers are definitely enjoying its fruits. And these influencers are definitely not easy to get in touch, so it is hard for brands to approach them for promotions. With geolocation now, brands can easily locate influencers in their region and collaborate with them to promote their products.
Brands are using beacons for promoting shops. Basically, these are small sensors that are used by retailers. They provide a detailed picture of how customers shop by tracking their foot traffic etc. they provide retailers with a better understanding of customer preferences. It shows where exactly a customer is in the store at a given time. These sensors allow brands to understand customers behaviour and provide them with timely messages regarding offers.
Focal Clustering & Augmented advertising
Posting advertisements will not end an advertisements job there, frankly, that is where the real job kick starts from. Advertisers are very keen on knowing which ads of there are attaining more attention and why? And they also want to know which type of customers are they attracting.
Focal clustering has made it easy for advertisers to know all that information. Geolocation data captured by wearable technology and mobile devices identify much more than the customer’s physical location. It even concentrates on what customers are looking at.
Augmented advertising more used by advertisers to enhance viewer experience at an event when their ad comes into view. Augmented reality advertisement gives more information to customers than a regular advertisement.
At the end of the day, any technological development is made with customers in mind. So is geolocation. This advanced technology will help brands understand their audience better and provide them with services or products that they’re looking for.
Even though it tracks and analyses customers preferences and behavioural patterns, this technology is totally safe and secure. It doesn’t intrude with customers privacy and only strives with providing them only the best.