Modern online marketing campaigns are based on several strategies, including social media, web and mobile-based technologies, that provides a platform for the customers to continuously remain active and engaged with the sellers and Mobile Marketing.
Some mobile-friendly websites have socially rich responsible designs compatible with desktop and mobile screens, based on smart user-friendly appealing and useful themes.
However, the new buyers prefer uncomplicated fast download speeds and uncomplicated home screens.
These days the users remain logged into a number of websites, and they get instant alerts and notifications about upcoming deals. Still, the messages can be untimely and such alerts can be annoying for some buyers, while others may like it.
The new digital marketing strategies use mobile-friendly location-based customer engagement [as per the survey of tech firm Blis with Future stores and WBR] to identify the individual preferences of each buyer.
The study found that 61 per cent of the retailers changed their brand strategies to deliver an inclusive personalised shopping environment to the buyers last year based on such technologies.
Location-Based Customer Engagement
A survey of the retailers in North America, conducted in October 2018 by IHL Group and RIS News, found that 58 per cent of the retailers were planning to invest in location-based marketing in 2019.
Where consumer privacy concerns were the key barriers, some respondents felt the consumer privacy factor prevented them from implementing such technologies on their premises, which provides some key user data, very useful to these businesses.
Brands always grow in some specified locations, which can be easily identified by geo-location trackers, where the location is not just the region. It can be the city, state or country.
Geo-fencing is the idea that uses a combination of technologies like RFID, Bluetooth, wi-fi and GPS, where it can provide location-based information; moreover, even the minute details in streets and buildings can be tracked.
These technologies are mobile messaging applications which can lead to the distribution of targeted messages. It provides a step towards improving targeting and personalisation to the new buyers, which is needed for better consumer engagement. In addition, it promotes loyalty by offering buyers a new range of personalised services.
Such knowledge can target and gain insight into the buyers' psychology by identifying their choices and delivering hyper-accurate data. In addition, the area offers scope in location technology where the markets can track users' behaviour-related data like - how the users visited or bought items in the store.
Most retail stores use micro-location technologies to gather such information as it provides real-time statistics about new offers - like if the users have a preference for a specific product, how they shop for certain brands, or how much time they spend on it.
There can be several other statistics the firms may collect to get location data to design geo fencing-based marketing strategies; nevertheless, there are restrictions where geo fences in malls and multi-level buildings may prevent location tracking.
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