IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange IMF Business School · Masters in Marketing and Digital Communication. Become a professional with the best school to study digital marketing in person or online. Consumers carry their smartphones everywhere and are using them at all times, which has created a new reality and made things potentially very different for companies. Now brands have an always-on window that they can use, if they know how to do it well, to reach the consumer. If they manage to be the ones who are always active on those screens, the ones that are the first thing the consumer sees when they take their smartphone out of their pocket, they will have a long way to go.

Brands have tried to position themselves in many ways on consumer mobiles and using many different resources. They have used Luxembourg Email List hoping to be the app that the consumer uses at all times; they are trying to use their navigation guidelines to serve advertising, using the ads as they do on other media; or they have become sources of information that consumers can see from their mobiles. To all this we must add localization marketing, which starts from where the consumer is and which analysts expect will be very relevant and increasingly important in the immediate future. To carry out geolocated or proximity marketing, brands start from the consumer’s geographic location data. Depending on where you are, the brand serves a message or another that it believes will be relevant. The only problem with this approach is that it is very easy to screw up and make the information actually something that is just annoying. In an analysis in Forbes they have pointed out three points to take into account to avoid this possibility.

Eliminate the ‘haunting question’, Nobody likes being assaulted with information and nobody likes knowing too much about oneself. When brands use data to connect with consumers, they have to tread very fine so that just that does not happen to them. One of the points that can generate the most negative reactions among consumers is precisely the use of information about where they are at that moment. Assaulting the consumer and saying ‘hey, I know you’re here and you like my products … so buy!’ it can get a lot of pushback and above all it can make consumers feel that what the brand does is simply unsettling. Brands have to work hard to eliminate this factor and to minimize this problem. As they explain in the analysis, brands not only have to be very respectful of privacy, but they also have to do everything necessary to make their proposal, their connection action with the consumer, not made in an optimal way. but simply well done. After all, if done right, geomarketing can achieve very good results. The only possible solution to eliminate the worry factor and make the consumer comfortable with the brand’s activity is to give the consumer control. They must be allowed to decide when and how they want to receive messages and how they expect brands to connect with them. The consumer is the one who must also approve the information that the brand will use to carry out this action.

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