You may have noticed Pokémon GO players and the game’s characters popping up all over the place lately — at famous landmarks, public events, even inside local businesses.
The launch of the mobile game last July represented not only a runaway success in the United States, considering that the game has already reached a $70 million monthly run rate, but something more: Pokéman GO is also proving the power of location-based features in mobile apps.
Mobile games first started using geolocation in 2011, but most were considered niche-market, and none cracked the top 10 for popularity – that is, until Pokémon GO, which reached No. 7 on the U.S. iPhone chart within days of its release.
The app’s almost instantaneous popularity illustrates the public’s enthusiasm and willingness to embrace mobile apps that utilize location tracking. How can startups capitalize on this phenomenon? They can incorporate location initiatives into their mobile-marketing strategies, especially when they target the coveted millennial generation.
Viral brand-building drives revenue.
According to Pew Research, 92 percent of 18- to 34-year-old Americans own smartphones. More broadly, more than 70 percent of all Americans are smartphone owners, and they tend to be more highly educated and have higher incomes.
So, setting up a mobile marketing campaign to reach these individuals makes good sense for startup founders and emerging entrepreneurs, especially as smartphone conversion rates have increased 64 percent over desktop rates. But, to better meet the ever-changing expectations of mobile consumers, startups should consider using geolocation features to improve the flow of compelling content and increase revenue.
Read on for the 3 ways to incorporate mobile location features into your own marketing strategy.