When you’re chalking up your marketing strategy, one of the first and most important questions that has to be answered is who your target market actually is. Today, tools such as Foursquare, Facebook Places, Google and Facebook ads are used to aim at specific kind of audience, based on their interests and searches.
However, in Pakistan, these tools can only be used on a mere 15% of a population of 190,291,000. Because that’s the small percentage of people who have access to the internet, whether that’s on a desktop or a smartphone. In fact, throughout the world, the good ol’ feature phone, with just SMS capabilities is still the most popular mobile phone used. For the 63% of the people in this country living in rural areas, we can safely assume Foursquare is not a trend they’ll be catching on to soon.
So how do you narrow down your focus in this huge market that only uses a mobile phone for calling and texting?
A number of business accounts on Pring understand that customized messages to targeted group of consumers result in stronger brand loyalty. Designer lawn brand Kayseria uses Pring to segment their customers by the retail outlets they shop from. Giving information about sales and new collections at particular outlets gives customers a feeling of exclusivity. Sprite used Pring to categorize amateur cricket players throughout the country based on their neighbourhoods during the Cricket Next Campaign. Chughtai’s Lahore Lab used Pring to analyze how many leads were generated through the radio, flyers, or from their laboratories.
If you want to reward your customers and build their loyalty, location-based marketing has proved in becoming the most efficient strategies of the business world.
Posted by Ghalia Baig Mirza
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