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Reporte indicates that consumer’s location record is very useful for marketing
Manuela Walfenzao| 29 de abril de 2015
El historial de ubicación móvil permite implementar cupones móviles de manera más efectiva
Clients who often go to the same places at the same time usually have the same purchase preferences. According to the report from the Columbia Business School, Social and Location Effects in Mobile Advertising, sellers who register consumer’s location record can strengthen their marketing strategies. The research revealed that the location record can be the key to know valuable information about purchase preferences and behaviors. This phenomenon, called co-location by the research, can offer more data than demographic studies and significantly affect how brands invest in advertising. In terms of variables, the research proved that consumer’s behavior predictions were more accurate when they came from co-location. For example, the study and implementation of mobile coupons is more effective using co-location.Although the location record can be critical to represent unique purchase patterns, the context must also be priority to plan new marketing boosts. Certainly, co-location is a useful tool, but it rests on brands to turn this information into interesting content for consumers.”I continue waiting for the day when we will see regular opportunities for mobile users to exchange their location and time for something worthwhile”, added Jeff Hasen, co-founder of Gotta Mobilize. “I would like the flower shop on my block to send me a special offer on flowers when I am on my way back home so I can surprise my wife”.
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