Modern technology is evolving in very fast speed and as a result one device is overtaken by another can be seen everywhere. Until few years ago desktops stands at the top in the market of technology but now that market is now overtaken by featured mobile. Now most people like to browse internet from a mobile device and because of this reason most of the companies are now integrating their business in mobile marketing and they are making location base technology as their key.
This location base technology is now becoming the new face of marketing and its effect can be seen in the worldwide business. This technology is a service which allows brands to communicate with the customer by using their physical location via a mobile device. Even though the types of interaction vary but they mainly include ads and coupons through email or SMS and the process that execute this is called mobile geo-fencing or geo-targeting. Now most of the companies and brands around the world use services geo-fencing advertising to improve their business. This geo-fencing technology is a location base service which create virtual geo-graphic fence around a certain physical location where a customer throughout the day. And once the customer enters the fence, the brands are prompted to take an action or make a decision. For example, let’s take a certain coffee shop create a geo-fence around it with a perimeter of 1 mile and once a customer that has opted in to receive communication entered the fence, the coffee shop will generate an action and sends a coupon or offers to the customer and as a result the coffee shop will able to cultivates additional sales and grow in business. In mobile marketing the effect of geo-fence is very significant and it provides lot of benefits depending on its application and some of them are mention below. 1. Advertisement effectiveness: By setting geo-fence for out of home ads, market researchers are able to study and can tell if their customers are nearby and how they are potentially exposed to the ad. They can also compare the store visitation of the customers with others by setting geo-fence around specific businesses, agencies. 2. Feedback: Market researchers can get very effective feedback by setting geo-fence. A feedback is mostly effective when the experience is fresh in the customers mind and with the help of geo-fence customers can share their experience freshly. 3. Competitor analysis: By setting geo-fence around a business competitor, market researcher can get the data like what factors motivate the customers to visit their store.
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