Imagine getting a 40% discount message when you go near a shopping center. The likelihood of visiting the store is much higher than at home or elsewhere. Thanks to location data, it is possible to make the right advertisement in the right place. All this is done quietly through applications that share the location information on your mobile phone.
With increased use of smart devices, especially smartphones, location-based advertising (LBA) has gained popularity among marketers. Thus, advertisers may send different messages to them depending on where they are located.
What are the advantages of location-based advertising?
Due to the complexities involved in advertising targeting, brands have had difficulties in reaching a large audience and have preferred location-based advertising.
As mentioned above, personalized messages are much more noticeable and play an important role in interaction compared to general advertising and location. This not only increases the interest in advertising, but also helps in following the demand. Therefore, if a customer is calibrated according to his / her interest, an ad will be much more effective. Location data allows you to do this. People can make offers based on their location.
Accurate Target Group
More and more people are using smartphones, so marketers have been forced to target customers on mobile devices. Although classic ads still work, users are now more open to digital ads. According to a survey conducted last year, 46% of users stated that they used advertising blockers because they said that ads were often% irrelevant Geçen.
However, if ads are targeted well, they will be less likely to be blocked. Because people in different geographical locations exhibit different behaviors. From the simplest to the autumn of the southern provinces instead of lighter in the provinces of Erzurum, Sivas, such as the winter season more in our cities, jackets, coats, raincoats, boots and so on. it will be much more effective to advertise products.
What are the disadvantages of location-based advertising?
One of the disadvantages of LBA is that the topic at the top of the list is privacy. Mobile marketers need to understand and respect the fact that users will enjoy online privacy. Therefore, only the user has to enter the promotional activities in the event of his or her consent.
The second challenge is the small screen size of smart phones. The mobile phone usually comes with a small screen and has no mouse. This means that navigation on a mobile phone can be difficult for the user, even if it is touchscreened. In most cases, most users will find it too tiring to look at every detail, so most ads go through untouched. In addition, this optimization at different platforms and browsers simultaneously creates a separate workload. This can make it difficult to create a common campaign.
Map based production based on location-based advertising. The fact that this large data set, which your service provider uses as a base, has been created with high precision will certainly give more accurate results.
The studies carried out within the scope of geographic information systems host many side products which produce different results in almost all areas beyond ordinary mapping. These reforms in geographic information systems seem to continue to change our habits.