Every company’s starting point is always the same: to be able to talk to customers from a business perspective. Better still if customers or users talk about us to prospects. But what tools should be used to achieve these objectives?

It is essential companies know how to act with flexibility and in real-time, fully taking advantage of new collaborative technologies. One of these is the geo-location or Location Based Services (LBS) phenomenon, which is growing thanks to the increasingly widespread use of mobile phones.

The term mobile marketing is defined as the transmission of content in multiple formats via a variety of wireless devices such as cell phones, tablets, laptops, etc – and networks. In terms of marketing channels for businesses, the mobile market is just one of the latest additions and is a tool abound with resources and opportunities, yet to be fully exploited.

Communication between the customers and the business traders is the predominant thing needed for the great success of the business enterprises. The business owners must think enormously in producing a new way to allow the clients to have a conversation with the manufacturers. The business processors would use the Geo- business option to serve their clients in such an amazing way. The patrons can be fascinated very easily with the exotic performance of the owners. Try these out for your business concern and yield umpteen valuable customers.

So this has led to companies designing new ad hoc proprietary applications as well as social networks exploiting geo-location like the famous foursquare, Gowalla, Latitude and Facebook Places.

Currently more than 50,000 companies are using foursquare, the most commonly used geo-social, turning it into a new form of advertising space. These applications enable users to signal their exact location and enable them to find places and activities of interest with ‘check-in’ promotions.

Often it is simply the ‘check-in’ message that stimulates the dialogue between companies and customers: in practice, users indicate where they are and send a digital notice to contacts online -who in turn can make comments or suggestions. To fully take advantage of mobile marketing, it’s up to companies to put in place ad hoc promotions or inform users about the opening of new stores, for example.

In short, the tendency to utilize this type of channel opens up countless opportunities for companies willing to communicate with the public. There are plenty of geo-social-marketing cross-media campaigns that integrate social networks and proprietary apps with more traditional media.

In the US, for example, McDonald’s recently offered a free drink to whoever bought a burger acted as a spokesperson promoting their purchase with a check-in on Foursquare.

Vodafone Italy uses Foursquare to offer promotions to whoever makes a ‘check-in’ at one of their selected Vodafone One stores. On the other hand, if you’re desperate for business, you could also offer reduced prices in real time, but it would be better to engage consumers by using more creative mobile marketing campaigns.

But what about the crucial question ‘what is the ROI of mobiles’? Well, according to eMarketer for those working in the sector the mobile campaigns performed better than expected, as well as investments carried out on dedicated platforms.

In conclusion, today’s mobile marketing allows companies to quickly spread – almost at viral speed – any content or information, relying an immediate feedback and an effective promotion throughout a set territory.

Geo-location on the other hand offers users a sort of social compass to orient themselves and helps them track down places or products based on other acquaintances’ feedback. In addition, users are playfully encouraged to get involved in social check-in, which in turn gives them the chance to earn rewards and promotions.


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