Location-based marketing tools make sense for retailers trying to drive customers into their stores, but what about brand advertisers? Without their own brick-and-mortar stores or places for customers to physically “check-in,” many consumer packaged goods (CPG) brands have come to the conclusion that location-based marketing tools aren’t a viable option.
“Over the next few years we are going to see many new applications of location-based marketing. Wholesale brands will play a key role in the overall ecosystem, but the form of that involvement will likely evolve over time,” says Rob Murphy, vice president of marketing at Swirl, an in-store mobile marketing platform.
Here are seven strategies that brands can use to take advantage of location-based marketing tools right now, even without having their own physical establishments.