The value of geographic location The value of geographic location is obvious to marketers, who can analyze target users based on specific locations.

Digital marketing has always played an important role in brand recognition and shaping, thereby driving customers into business channels.

But social media has broken down the barriers between branding and purchasing decisions, and marketers can take full advantage of social media interactions to effectively increase sales.

Starbucks does a great job in this regard.

But for customers, the value of location may not seem obvious.

Surveys show smartphone owners are concerned about privacy when sharing their location.

So, how can marketers effectively use location for marketing purposes?

The integration of location and social strategies Location sharing is a high-trust behavior.

To help customers overcome privacy concerns, marketers need to leverage brand authority.

Realistically, the only way location technology will enter the mainstream is through brand trust.

Nike's running community, Nike+, is a good example.

Use geo-location information to share information about successful running tasks on Facebook and Twitter.

Participants can share their achievements with friends and build new relationships within the Nike+ community.

Showing athletic prowess and showcasing one's accomplishments are enough to motivate users to share personal information with Nike.

Yelp has also successfully incorporated location into its social media strategy.

The reviewer signs in and reviews the restaurant, and then the system automatically recommends the review information of the restaurant to users who come later, so that the user can portray himself as an authoritative food expert.

Such a title would also incentivize users to provide their privacy.

Don't focus on those occasional customers.

Instead, incentivize loyal customers to check in, so you know how much they trust your brand and reinforce this check-in behavior with corresponding rewards.

How to incorporate location into your social strategy?

Tell people in your social network that check-ins are important to you.

Remind fans to check in, especially at large events.

Cross-promote across geolocation services and social networks.

Reward Foursquare users, but only if they are fans on Facebook.

Leverage users’ geolocation information on social networks to drive user engagement.

Users on social networks such as Facebook will have geographical location data such as cities, and this data can be fully utilized to create a same-city experience.

It’s not just a coupon!

The good news is that there are many incentives to incentivize users to use geo-location services. The bad news is that bargains no longer have an incentive effect on users.

Why do users use LBS?

So what marketers have to do is to achieve richer social connections between users through rewards and maintenance.

By allowing users to interact with each other, companies can build meaningful and interactive communities around a common idea.

In this way, the ultimate win-win effect is achieved.

Taplister has made a good case, an LBS marketing for beer lovers.

First, beer lovers share their favorite beers or geographical location information of hotels, etc., thereby establishing some weak connections between users. Then Taplister uses the fact that beer lovers are eager to have a taste, allowing users to compare beers.

and discussion.

Alcohol has been a good way to find friends for thousands of years, which became an important factor in this event.

Try searching for your favorite beer or check out our database!

cheers!

The TRON LiveCycle application launched by Coke Zero uses LBS technology to establish new social relationships.

This real-world game allows users to hold a competition in reality, and the gameplay elements create a great experience. Users can challenge existing friends and meet new ones.

How to further incentivize check-ins beyond just coupons: The flexible use of mobile apps.

Fans have one most important thing in common: you (referring to the company).

Let users gather offline and get to know each other by sharing their location experience with them.

Leverage badges to inspire new user actions.

Giving a free cup of coffee to a customer who has purchased 9 coffees is a way to motivate new behavior.

Similarly, achievement badges can also be used to encourage users to explore or new behaviors.

Coupons: Last year, McDonald's first tried LBS marketing through coupons. In one day, the number of check-ins increased by 33%. However, this is actually a very poor strategy.

Because for loyal users, you don’t need to discount.

On the other hand, a White House survey showed that only 7% of users would use location services because of discounts.

Badges and Passports: These two also do not serve as motivating factors.

Especially when game mechanics are poorly designed, users can easily become bored.

The badge achievement system in location services is no longer that interesting and valuable.