Telling Brand Stories through Location Advertising Platforms

The advertising and engagement business are the most preferred business where any creative or millennial would like to enter. The dynamics of this industry are completely intertwined with the customers pocket, consumers need and emotional connect. New age agencies are creating emotional experience for the customer to reach out and connect with the brands and products. The advertisements created, are a source of nourishment to the consumers which compel them to buy the product and thus, promote better production and output.

THE AGE OF INFORMATIVE ADVERTISING

While reading Confession of an advertising man, I realized the fact advertising is extremely effective when its informative and factual. But, it does not mean that persuasive advertising is any less effective. it becomes brand against brand. An enormous effort is taken to convert one customer from one brand to other. The return on investment of these advertisements is really low as compared to the one which are informative. In this war of money and profits, medium and small sized competitors refrain themselves from advertising their products and services.

Does this make advertisements a liability for most of the brands?

I disagree. Advertisement and promotions are an asset and not a liability. The return on investment of each advertisement is a loyal customer who contributes to the growth of the brand. The more personalized advertisement campaigns, the stronger the customer loyalty.

THE POKÉMON GO EXTRAVAGANZA

In 2016, we saw the people walking all over the parks, malls etc. engrossed in their mobile devices trying to spot and capture Pokémon. No question to the fact, the game was an instant success and brought with it the usage of technology called augmented reality. The game has brought in one of the best ways to engage gamers within the game with a wide range of demographics. The game utilized good graphics, their maps from ingress and location-based services to connect users with the story of Pocket Monsters.

For Marketers, location-based advertising has been the buzz word since, 2012. Pokémon go has proven the point that location data can boost online engagement and in-store foot traffic. For example, proximity marketing, help the brands to target customers within the vicinity of the store or a locality. The location-based marketers were compelled to use google maps and other services to connect customers with the stores around. With the use of highly compelling ads and great communication, converting customers has become an effective job.

YOUR STORY + OUR SOLUTION = MIRACLE

After long hours of discussions, we realized the fact that customers today have become extremely bold and are directly connecting with the brands. They are asking questions about the product and letting the brands know their expectation from it. Technology Industry went to a level where, they could automize these query-response situations and connect with the customer through chat bots or even through an actual person answering to them. Being a breed of different kind of marketers, we believe technology is an enabler and cannot be the direct solution to any problem. By the book, whenever we give any contract to agencies to advertise, we ask them a simple question, “Have you used our services?” If the answer to this is a yes, then you can market the product really well. With this same concept, we decided to build a robust platform which would let the retailers connect with their consumers directly. Retailers are the people who are in contact with customers continuously and they should be the people to share their offers as they want. From here, the story of LEAP Platform began.

LEAP Platform is a consumer centric platform which combines location-based services, marketing services and analytics services for providing intelligence through the platform for better marketing campaigns and improved customer engagement. There are various components included in it like Campaign management, user management and yes, as we all bow down to technology AR & VR modules to provide the customers with an exceptional experience of the brand and the product

The platform works on one Motto, “YOUR STORY. OUR SOLUTION”. This gives us the entire feasibility to let the brand and the retailer to craft and tell their own story to the customer. With our Smart Content Delivery system, we focus on empowering brands to increase the consumer outreach and engagement.LEAP Platform is a consumer centric platform which combines location-based services, marketing services and analytics services for providing intelligence through the platform for better marketing campaigns and improved customer engagement. There are various components included in it like Campaign management, user management and yes, as we all bow down to technology AR & VR modules to provide the customers with an exceptional experience of the brand and the product

The platform works on one Motto, “YOUR STORY. OUR SOLUTION”. This gives us the entire feasibility to let the brand and the retailer to craft and tell their own story to the customer. With our Smart Content Delivery system, we focus on empowering brands to increase the consumer outreach and engagement.

Accepting the truth, customers are the most complex entities in the entire business ecosystem. Creating experiences which appeal to them turns out to be extremely subjective and abstract. With location based advertising and promotions platform, we can help you combine experiences with tech to leverage intelligence and develop predictive models for go-to market strategies and communication to drive desire results.

Our Plans for the Future of LEAP Platform

LEAP is a platform, supported by Gateway Group of companies. The platform is built with a flexible infrastructure to support places like airports, shopping malls, retail stores, showrooms, convention centers etc. We are currently developing the platform to enhance employee experience at workplaces.

Working with technology and marketing professionals, we are continuously undergoing various workshops to keep on developing this platform ahead. One of the examples can be In-car advertising and In-product advertising. We would be showcasing the platform across the globe till end of 2018

The holy grail for all types of advertising

The Leap (location enabled advertising and promotions) Platform is a structure supporting retail industry across the globe without the barrier of language or communication. The product is built on a continuous learning platform which would monitor and provide insights to our customers. In turn, the data that is generated would help us to create automated and machine learning based campaigns. These data trails generated would help the marketers across the world to create the right campaigns and creatives according to target market. About the statement, ‘the holy grail of personalized advertising’ probably too much of a big dream right now but yes, with the right support from the industry it would be achieved soon.