Geolocation marketing trends to keep an eye on

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In this article for Fortune, Kovach outlined his top bets for the industry going forward. Below, we list what we consider to be the top ones:

1 – Augmented reality, still
The success of the game “Pokémon Go” was so great that, to this day, people are still looking for ways to explore augmented philippines mobile database in geolocation marketing. It is worth remembering that the main catalyst for this success was the fact that geolocation manipulated physical reality to insert Easter eggs, or hidden objects, into it.

Using the same technology, “advertisers and marketers can create virtual experiences around a brand or product,” says Jim Kovach. He cites the example of what his company did for L’Oreal: “Using our augmented reality technology, the French company created a virtual art exhibition. Thanks to geolocation technology, users used their mobile devices to reveal works of art on their screens, as if they were actually there.”

>> Recommended reading: Augmented reality in marketing: tips and examples

2. Focal classification
Advertisers and marketing professionals compete fiercely to know which piece attracts the most attention, the reason for this engagement and the type of consumers this action retains.

And it is precisely in this field that focal clustering contributes, because it can provide much more detailed information than before. “The use of advanced geolocation data captured by mobile devices or wearable technologies can go far beyond the mere physical location of the consumer,” says Kovach.

>>Recommended reading: Customized content and the new branding format

3. Predictive analytics transforming promotions
Location-based offerings have been around for some time now. However, for Jim Kovach, predictive analytics should take the practice to another level. It is worth remembering that we can define predictive analytics as an analysis of future possibilities. It occurs based on the identification of past patterns in your database, and allows managers to map possible futures in their fields of activity. To learn more, read this article on Big Data Analytics .

Jim Kovach says that with predictive analytics, “marketers can deliver real-time, context-specific offers to anyone with a smartphone.” In other words, predictive analytics algorithms can be used to predict a user’s future location and then send them an offer before they leave their home, for example.