The Holy Grail of mobile marketing

The smartphone is also a constant companion for potential customers in the shopping malls. 87% of all users have searched for local information while on the move. 78 percent have taken action after searching for companies or services in their area. It is therefore a decisive advantage for retailers to be able to address customers with location-based services via smartphone directly at the point of purchase. Potential customers can be reached with personalized messages in real time at the geographically relevant location. "With location-based services, you can both maintain existing customer contacts and address new customers, ideally directly in front of a competitor's store," explains Harald Winkelhofer, Managing Director of IQ mobile the concept that his company uses successfully and which it has now also written down in all the essential details in a white paper.Existing customers - added value via apps or discountsRegistered users, i.e. known persons, are ideally recorded in a database and can be actively addressed using CRM measures such as push messages. Companies can reach users via their own app, newsletters or similar measures, for example. It is important here that customers also receive real added value, for example with discount coupons, which they receive with the push message as soon as they are in the vicinity of a store. "Location-based advertising is used to actively address customers and draw their attention to current offers. This can also overtake the competition to a certain extent and bring your own product to the fore," continues Katajun Sorusch, Director Sales Germany at IQ mobile.New customers - acquisition via targeted advertisingUsers who are not yet known to the company can best be reached via mobile advertising. For example, advertising banners in apps that are already installed can display information at the right time and in the right place. "Customers can be reached with discount campaigns and the company's own app can also be promoted," says Winkelhofer, adding that the location of the advertising is also a key element that can greatly influence the impact of the advertising. By marking certain areas, whether around your own store or that of the competition, for advertising placement, you can reach the customer at the perfect time and in the perfect place. "Companies need to ask themselves which pages/apps are relevant for their target group. Only if users navigate to these pages/apps while they are on the move will they see the advertising," Sorusch continues.