What We Can Learn From Colgate Ads by Using Location Based Electronic Message

(Image Source : Google, 2022)

Colgate uses location-based electronic messaging in rural India - Location services can be defined as services that integrate a mobile device’s location or position with other information so as to provide added value to a user, Spiekermann (2004). The idea of using location-based electronic messaging is make sense for targeting special market. In fact, people in rural area is very hard to reach and it’s been another challenge to deliver marketing messages. Based on the Colgate toothpaste marketing strategy, I would say that it is a great achievement that they can attracting 700,000 visitors. In my opinion, location- based electronic messaging is another best way to try for reaching our customers who only used mobile phone in terms of text messaging and call only because people who never used their phone for internet might be only checking their phone about SMS and call. I think, it is a good opportunity for Colgate marketers in the past but I think it’s also a good idea to other brand for using this style in this era.

Yet, I also found that location-based electronic mostly used on public Wi-Fi to track people activities such as going to the mall or hanging around in the city, it clearly be seen that using location-based electronic to delivering marketing message by text messaging or ads can boost consumer behaviour towards the brand since people spent more time on their gadget. The AT&T as telecommunication provider said that,” A location-based application can help companies with remote workers, remote assets or fleets of vehicles cut costs, improve productivity, become more efficient, and grow.” Personally, I agree with this statement since this method can cut costs of promotion and also, we can track our exactly target market.

Moreover, in my personal experiences when I work in Bali, our company have cooperation program with one of telecommunication provider in Bali to spread out our promotion via SMS. It has same process which we detect our customers who nearby or even when their visiting our restaurant and send them our promotion offer. Mostly I experience it in Indonesia that all businesses and companies have same marketing strategy using this idea. In Bali if you visit such a big mall which consisted of many stores, you will automatically receive many offers via SMS from certain SIM card provider, I think it is very good idea because as we know that sometimes people come to the mall with different purposes and needs so by let them know our promotion it can at least persuade them to visit our store.

To Sum up, using location-based electronic messaging is another good opportunity for marketers to boost brand awareness or even persuade their purchase decision. Like what Colgate has done in rural area by focusing only in SMS for special target market since people there only use their phone for texting and call. Certain market can be fit in location-based services so it is very handy and beneficial in future.

Reference: AT&T Company Document. (2011) Choosing a Location-based Application for your

Business, A Step-by-Step Guide. Spiekermann, S. (2004). General Aspects of. Location-based services, 9, 14-33.