IT’S A MATCH! The strategy behind Tinder is simple and usually a 3 step process: See few photos of someone, read their bio, decide if you’re attracted to him or her and swipe accordingly.It works by introducing people looking for a date by using geolocation to detect potential couples in reasonable proximity to each other. But, have you ever wondered what companies are doing with the information you give?
Geolocation is now emerging as a valuable tool to understand customer behaviors, drive traffic and increase revenue. It is the newest movement in Mobile Marketing and measurement. Companies now target customers by their location and use location-based data for business functions. This effort is more efficient and some what more accurate to form. Hence, involving their targeted audience is key for companies to succeed in the digital age.
Location Based Marketing allows Businesses to create a virtual fishing net around the area they want to influence customers. They can decide what kind of baits can be used depending on the location of the customer. With the information they obtained through geolocation, businesses can customize messages based on the geographic area in which the user is present (Kaplan, 2012).
The most effective social media campaign often involve the users in some interactive ways. With over 100 million active users (Smith, 2014), Snapchat is a common social media platform for businesses to interact with its followers. Snapchat stories can be a way to reach out to followers in a way familiar to those using more “traditional” social media networks. Using geolocation techniques, Bayern Munich were able to pull in a huge number of Snapchats from the specific location which was FC Bayern’s home ground Allianz Arena and add them to their Snapchat story of Bayern vs Dortmund.
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Till next time, sayonara!
Smith, C. (2014). 70 Amazing Snapchat Statistics. DMR. Retrieved 6 April 2016, from http://expandedramblings.com/index.php/snapchat-statistics/
Kaplan A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4×4, Business Horizons, 55(2), 129-139.