In recent years, brands have used technology to make location-based marketing increasingly immersive and experiential. Brick-and-mortar retailers and the brands they carry are reaching consumers before, during and after purchase by applying emerging technology such as smarter online targeting tools and physical objects (like Amazon’s Dash). The most successful experiences, however, are the ones that redefine location marketing by considering additional context.
These context-aware experiences are happening in three crucial locations: in homes, on the go and at or near a store. On any given day, the context of a consumer’s journey changes several times, depending on factors beyond these locations, such as the customer’s immediate surroundings (at a desk, in a car, etc.), the device being used and ambient circumstances (such as weather conditions outdoors or noise levels indoors). Because all of these influence purchasing decisions, marketers must create experiences that resonate with consumers in the context of these ever-shifting circumstances.