Location Based Hyperlocal Marketing
Every once in a while you run across a piece of software or online application which you can clearly see is going to be a game changer. I recently discovered another such of these items. The game changer is the new location based information discovery platform created by Geodelic Systems Inc. Currently available on iPhone and Android, the app is called Geodelic.
Can it go hyperlocal…? You bet…. and beyond… read on.
This app is going to find you in the corner of the super market in a deep debate over spicy salsa or mild salsa and pop you a coupon for the mild.
Geodelic is different from other hyperlocal apps in the way that it intimately uses location to target and deliver content and value to both end user and local marketers. From providing customizable location-based Experiences to super specific location-based marketing campaigns.
The company itself, Geodelic Systems Inc., is currently about nineteen months old and was founded by Rahul Sonnad who also conceived of and founded thePlatform. thePlatform is a Seattle-based digital video web services company that was acquired by Comcast Corporation.
Currently Geodelic has received about 3.5 million dollars from Shasta Ventures and Clearstone Venture Partners to continue the development of its platform.
One of the fundamental features of this new app is how it uses location as a way to effectively target and market to consumers. In specific, it uses the GPS that is built into mobile phones to create show relevant information about nearby businesses AND as a context for marketers and advertisers.
Geodelic recently launched “On-site Experiences” in the main Geodelic application. This means that you can see a customized, branded view of information. Think of them as mobile, location-smart websites that are custom tailored to where you are. In the next couple of months, Geodelic will open its new publishing system so that anyone, from individuals to Fortune 500 brands, can author their own On-site Experiences.
A variety of brands and businesses have partnered with Geodelic to create customized On-site Experiences. Let’s say that someone is using Geodelic inside of a Best Buy and that person is on the printer aisle. The Best Buy On-site Experience would automatically be displayed, help the person find information about the printers, and also allow Best Buy to provide targeted marketing to the person at this critical point in the buying decision process.
Location is a very powerful clue to learning and identifying perspective customers who are the most valuable. If marketers can establish that a person is already pretty far down the decision chain, it makes the marketing even more effective.
Location-based marketing can be used in many different ways.
As far as hyperlocal marketing goes, campaigns can be proximity based or location sponsorship. For example if you are at a golf turnament and Nike is the sponsor, Geodelic can target this area specifically. Location-based marketing also includes the use of a specific restaurant or landmark as an advertising target.
So what’s going to happen to the small mom and pop shops? Will they be able to use this?
Nationwide chains and big businesses usually have large budgets to spend for marketing to consumers. Now, with apps like Geodelic, the little guy can more accurately target the consumer through location-based marketing. The small business can utilize location-based marketing through Geodelic’s platform in a quick and cost effective manner.
Geodelic is currently available as a free download for both iPhone and Android. T-Mobile also provides a white label version of Geodelic called Sherpa which you might already have installed and be using.
One things is for sure… Geodelic is shaping the future of hyperlocal marketing.
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