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Game Business - Mobile Geolocation

Using Mobile Geolocation For Targeting the Right Audience

Using Mobile Geolocation For Targeting the Right Audience

The trend of mobile geolocation has a massive impact in the mobile app industry. To put it short, geolocation is collecting user data in form of physical locations. Imagine how many businesses can impact your buying decisions just by knowing what places you visit? It might sound a bit weird, but that’s the world we live in today.

After collecting physical location data you’re able to advertise specific content based on that users behaviour. Many apps wouldn’t even exist if there wasn’t for mobile geolocation.

If you use Google Maps, just think of how many notifications Google sends you on a daily basis. They announce things like traffic jams, shortest routes and the times you need to start moving in order to get to a certain place in time. All of these notifications wouldn’t be possible without mobile geolocation.

According to University of Denver | Bob Bentz, every third US citizen uses geolocation applications at least once a week.

How to Feel About Mobile Geolocation?

Some people don’t like the feeling of being monitored and they don’t use geolocation. But younger generations which mostly have smartphones feel comfortable with mobile apps that use geolocation. Since we use mobile phones everyday, mobile geolocation gives you an insight of users habits on a daily basis.

Remember when Pokemon Go launched? Well if you didn’t approve mobile geolocation, you couldn’t even play the game. Developers of Pokemon Go definitely had valuable data since they could learn users habits pretty quickly. Users played Pokemon Go at work, while they were hanging out with friends or when they were relaxing at home. All of that data was accessible to Pokemon Go creators.

How does that info make you feel? Most of the people today are already used to this, so as we progress further and further into the world of mobile marketing, mobile geolocation will only continue to grow.

Game Business - Mobile Geolocation

Source: Cleveroad

Reaching Large Audiences With Geolocation

Many mobile phone users incorporate GPS in their daily routines. For example in my own personal experience, whenever I’m going to a new location, I always look for the shortest  route on Google Maps.

If your GPS is active every location you visit can be accessible to some apps you’re using. Reaching a large audience with mobile geolocation is pretty simple. Residents of a specific city or a neighborhood mostly visit the same places on a daily basis. So if a user has a tendency for a certain store or place, advertisers can join in the party.

Although on the other hand, GPS sometimes has problems with highly specific locations. Signals can be pretty weak or non-existent. Solving that problem can be done by proximity marketing. That type of marketing could be described as the localized wireless distribution of advertising content associated with a particular place.

Also, mobile geolocation works really well with Mobile Device IDs.

Game Business - Mobile Geolocation

Source: videoblocks

Beacon Devices

Beacons are small devices that send Bluetooth Low Energy signals (BLE) to smartphones and tablets nearby. They provide businesses with data on their customers and visitors. They enable stores to analyze how people move around the stores and which specific areas are visited.

 

Beacons don’t send notifications. They send a piece of geographic information, a unique identifier, to the mobile applications within their range.

Apple and Android Beacons

According to digitaldoughnut, when a beacon is detected, it can automatically ‘talk’ to the mobile applications installed on Apple devices, even if those apps are closed and not running. On the other hand, Android platforms don’t have such a protocol, so Android apps need to be running on the phone, at least in the background, to receive signals from Beacon devices in their proximity.

Game Business - Mobile Geolocation

Source: Google Developers

Mobile geolocation is definitely something really new that a lot of people still don’t understand. Many people are scared when they see how much their smartphones really know them as people. But if we think about it, we all approved the information we provided to certain apps or businesses. So if you’re making a new app or a mobile game, be sure to include mobile geolocation in your strategy!

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of GameBusiness.net. Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At GameBusiness.net we're covering all you need to know about mobile game business!

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