Marketing & Promotion

Understanding the Purpose and Mobile Marketing Capabilities of GPS, Wi Fi and Beacons

Thursday, April 9, 2015

Today’s Smartphone-enabled location data combined with location-based marketing initiatives offer a way of reaching and interacting with consumers unlike any time in history. Location based marketing opportunities and challenges are forcing companies to rethink how they communicate with customers (and how these customers communicate with them).

For example, I was recently at a major national retailer who was offering a $10 discount on purchases. To get the discount, customers needed to text the retailer with a code to receive access to the discount. I did not have the company’s app, so how did I find out about the coupon? There were temporary printed signs placed throughout the store.

Why do I bring this up? Because even with the latest technology, this company still relied on in-store signage to get customers to interact using mobile technology. It points to the fact that it takes a broad approach in leveraging a successful location-based marketing strategy.

And you need to understand the pieces of the location-based marketing puzzle. To help understand the strengths and weaknesses of GPS, Wi-Fi and Beacon technology, Phunware has created a comprehensive infographic that helps outline which of these technologies work best to engage customers effectively in the moment - based on your specific engagement goals.