Location-based marketing software, also known as proximity marketing software, enables businesses to send automated marketing messages to customers or prospects based on their geographic location and predefined target zones.
This type of software uses proximity beacons, Bluetooth low energy (BLE ) signals, Wi-Fi, and GPS-defined areas to identify when a customer or prospect is near a specific point of interest (POI). It then triggers the delivery of personalized, contextual marketing content to their mobile devices. With these tools, marketers can target the right customer, in the right place, at the right time, and encourage them to perform a desired action, such as visiting a store or making a purchase.
Location-based marketing software is typically used by businesses with brick-and-mortar locations, such as retail stores and restaurants. However, it can also be leveraged by larger organizations such as shopping malls, transport hubs, and event venues.
Marketers also use location-based marketing software to analyze the performance of a business’ proximity marketing campaigns, usually through tracking foot traffic or offering attribution features. Some location intelligence software and visitor behavior intelligence software offer location-based marketing tools to provide businesses with a holistic view of their location and visitor analytics.
Products in this category often identify users in geolocation by integrating with different technologies, such as geofencing software, Wi-Fi, and BLE beacons. As a result, location-based marketing software often integrates with or is provided as a feature of guest Wi-Fi providers and mobile marketing software.
To qualify for inclusion in the Location-Based Marketing category, a product must:
- Provide tools to deliver real-time automated messages to users based on geolocation
- Identify prospects or customers within a specified geolocation through the use of geofencing, Wi-Fi, BLE beacons, or a similar geotargeting technology
- Analyze the performance of location-based marketing campaigns
