Mobile marketing has taken huge strides towards fulfilling the potential of geo-targeting technology, allowing local businesses to make the most of their sphere of influence. The only way for geo-location techniques to go is inward, reaching ever-more specific parts of the local economy.
Mobile marketing is doing just that, placing an increasing emphasis on attracting foot traffic to brick and mortar retail outlets. The industry is now able to service international brands with bespoke campaigns in multiple locations using region-specific methods capable of targeting users to a single square foot.
This ultimate refinement of mobile marketing tactics is a real game changer. A heady cocktail of beacons, GPS, location information gathered from existing interactions and other geolocaters is ushering in a new era of hyper-local mobile marketing so precise it’s hard to imagine how it could improve further.
Having such devastatingly effective mobile marketing tactics available at the local level is helping small businesses maximize their efficiency on tight budgets. For a relatively low cost, small businesses can quickly, reliably reach the widest audience they can serve, via a combination of in-app messaging, web ads, text messages, MMS and push notifications.
So what next? With such sophistication already on display, where targeted mobile marketing could go now is anybody’s guess. Some mobile marketers are considering adjusting their services to allow for weather, which would let marketers better judge the prime time to pitch discounts. It might not be relevant to every business, but purveyors of ice cream or rooftop cocktails could really use knowing if it’s about to rain the moment they’ve sent their 50% discount coupon to hundreds of people. Other local data like traffic conditions may also begin to play a part in geo-location technology.
The tools at our disposal allows imaginative approaches to marketing to flourish, unencumbered by technological limits. Nobody can say for certain what the next few years hold for mobile marketing - that’s why it’s so exciting. But if the rapid rate of change we’ve seen take place over the past decade continues, we can be confident that the mobile landscape of 2025 will look very different to the one we see today.