With the introduction of Facebook Places, geolocation-based services are about to hit the mainstream. Rather than focus on the news or consumer uses, I want to look at the potential of such services for business-to-business customer marketing.
MarketingSherpa recently wrote about an iPhone app developed by Morrison & Foerster LLP (subscription required shortly). This app allows you to browse bios, get directions to a local office, get news and even play a game. I suspect that one of the main objectives for the company’s “MoFo2Go” is to increase customer loyalty and referrals.
Now imagine if you take this type of app to the next level, enabling customers and employees to proactively share their geographic locations with one another. You’ve created a mobile community where customers and prospects can search, find and connect with others located near them.
And if they are able to preview information, such as company title or industry, they can reach out to your subject matter experts to resolve an issue or get feedback on the company and products. Almost anytime, anywhere.
The potential benefits of such services are:
1. Customer retention: Provides an alternative channel for customers to resolve issues, leading to happier customers
2. Customer referrals: With happy customers, they will be open to sharing the app to their colleagues and industry peers
3. Customer engagement: With the potential for real-time feedback and support, you are increasing engagement not only with your company brand but also with evangelists within your company
While the potential for geolocation-based services is just being uncovered, I anticipate that early adopters like Morrison & Foerster will demonstrate that the risk is worth it to increase customer retention, loyalty and ultimately engagement.
What other ways can geolocation be used?
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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