Why is location data so important nowadays? The truth is that location data has always played a big role in business. Just think back to how companies used to (and some still do) collect customer information with surveys: IP addresses, zip codes, cities… However, with the introduction of location intelligence, modern business takes the next step. The main reason behind this need for evolution is based on the ever-growing number of smartphone users. Hence, if you truly want to develop your moving business, you need to consider access to dynamic location data. Because it is with that insight that you will get all you need to perfect your strategy – where customers go, how long they stay etc.
How does location intelligence data gathering work?
Most often, companies will use proximity beacons, geofencing, and other location services to collect dynamic location data. Beacons are small-scale devices that can monitor customers in a certain aisle of a store or at a certain venue. Geo-fence works on a much larger scale and is probably more applicable for moving companies, given that it registers perimeters around a city or parts of the city. So, anyone carrying a smartphone with certain apps gets registered whenever they enter or leave certain areas.
Why should you incorporate location analytics into your software?
In past years, dynamic real-time location insight has been beneficial for event management, retail businesses, etc. However, as times change and software trends evolve, so should you as a business owner. So, how can location intelligence benefit your moving businesses?
#1: You get a boost in business intelligence
The good thing with location data is that you get a sense of popular locations, the density of certain urban areas, the preferences of your customer base, etc. And all of these factors are very significant for moving companies. This kind of information can be game-changing and give you that much-needed edge over your competitors. For example, are there more local or long-distance commutes in your area? Based on this, you can focus your special offers and marketing strategy, as well as SEO focus of your moving company.
#2: Location intelligence puts you on the map
The moving industry is a well-developed and competitive mistress. Just consider your local competition and then multiply it with ten on a state scale, or with fifty on a national scale. That is a lot of moving companies, all pitching to potential clients and fighting the good online fight. So, you can imagine how hard it can be for a business to stay relevant online. Hence, you invest in SEO, PPC, website development, different types of software for movers, etc. Well, this is just another tool to help you climb to the top (and stay there).
Location intelligence gives your business another unprecedented advantage—context. And when you know where your customers are, you have the option to make your offers more relevant. The engagement rates of media served based on location parameters are, in fact, a lot higher. You can apply the same reasoning when it comes to push notifications. Location-based ads will double in effectiveness in comparison to generic notifications you send.
Why does this matter so much?
Because you have the opportunity to build a loyal customer base and solidify your income from certain areas. Modern marketing gurus agree that traditional marketing no longer has the impact it used to. For a company to grow and stay in the game, they have to adapt. And part of that means that you should turn to personalized ads. Yes, it requires more investment and effort on your part, but it pays out long-term.
*According to Hubspot’s annual marketing report in 2015, 91% defined modern ads as more aggressive than two years ago. 70% of those surveyed dislike mobile ads and over 419 million people downloaded ad-blocking apps. As a result, businesses lost over $22 billion in revenue that year alone. But you should still consider the fact that 77% of customers admitted that they would rather filter than block ads.
#3: Location intelligence is the future
As in every industry, the largest and most powerful companies set the pace, and the moving industry is no different. However, location analytics goes beyond the limits of movers. You have examples of Google, Amazon, and other global corporations that are making use of this kind of software. So, even though you might not think you are ready for this step, you need to follow moving industry trends. It all starts small only to expand beyond measure – and the ones that catch on early are the ones that get the most out of it.
#4: You can improve your retargeting rates
Retargeting is essential for high-value offers such as moving services or truck rentals etc. Basically, everything where clients need more time to plan and consider their options. And this is why it can bring in more revenue than your initial marketing efforts. With location-based retargeting, you can ensure that customers in certain areas get the right offers by anticipating their purchase intent. So, you end up revealing yourself to the clients even before they realize they have need of your services.
With the application of location intelligence, you can explore what your customers are looking for and which offers they are considering. You can then adjust your email campaign accordingly and provide them with the deal they are searching for, or by simply reminding them of how good your current offers are.
#5: Location intelligence is the potential game-changer you need
It has been extremely hard for businesses to connect their online efforts to the physical actions of their consumers ever since the introduction of digital marketing. You were unable to follow through with ROIs from customers that made in-store purchases based on online promotions they received. And this is the data you need as a company so that you can precisely focus your digital marketing efforts on the right things.
But this has become a thing of the past with the introduction of location data. Now, companies can follow the users from that initial email they read to their phone call or purchase of services or products. Location insights combined with other data can now reveal other trends that could prove necessary for the growth of your business.