Location-based SMS advertising involves sending your customers text promotions based on their geographical area. For example, say you run a furniture company–Bob’s Furniture–in Los Angeles with three showrooms in Ventura, Palmdale, and Long Beach. Factoring in LA’s notorious traffic, each location is at least a two hours drive apart.
The likelihood is that your Ventura customers aren’t going to care about an SMS campaign you are running in your Long Beach location. So, you have three options here: Firstly, you can send everyone the same texts and have people receive texts they can’t act on and are likely to unsubscribe. Secondly, you can try and run the same promotions across all three showrooms, severely limiting your ability to deal with location-specific ebbs and flows.
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Location-based SMS allows networks to customise messages for vulnerable groups and to send individuals messages even after they’ve left an affected area, particularly useful if follow-up medical treatment is needed, for example, after a chemical attack. It also has greater potential for ‘precision targeting’ geographically. Cell Broadcast services are based on current location, but because they’re cell-based they are, by their nature, potentially less ‘granular’.
While many location-based offers are designed to attract new customers, location-based services are also a way to find out more about your existing customers. User reviews will tell you exactly what your customers are thinking, while take-up rates for particular offers will provide insights into customer preferences
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