Geo Location Marketing
Getting Your Target Customers Through the Door
We live in an age where information is king, and marketing data is one of your most powerful tools to increase conversion rates and ROI. Over the years, the available data for marketing campaigns has grown exponentially. In virtually every media channel, we have the ability to target prospects with a dizzying myriad of selection criteria. We can now focus in on prospects like never before to make certain that we are reaching our targeted prospects across multiple channels. One of the more recent additions to the marketing dataset is geolocation data.
Geolocation uses the GPS built in to mobile devices, to accurately determine where the device, and the user of the device, are located. This data is accessed through various “apps” that the user has installed, and grants permission to use their location data. This data is made available to data scientists and marketers to provide actionable insights for brands and companies alike helping them better understand the prospect’s complete path to purchase.
Geo location marketing, also known as location based marketing has been around for over a decade and has proven to be an effective component of any marketing plan. Geo Location Marketing is designed to reach out to the “right audience” at the “right time” with the “right offers”. The newest form of Geo Location Marketing is known as Geo Conquesting. Geo Conquesting specifically targets consumers visiting your competitors in an attempt to lure them away. The ideas is – the prospect is visiting a competitor to purchase a product or service that you have. By promoting your product to the consumer, you are not only increasing brand awareness, but also compelling a purchase.
A marketing partner can help you develop strong geo marketing strategies with objective information about campaign success. These analytics help you to become better equipped to penetrate your local market.
A geofence is a way to engage consumers with offers while they are in a particular area. This type of geo location marketing is one of the first strategies to emerge and is common in most mobile marketing campaigns. The geofences are setup around points of interest and “push” notifications and ads to the prospect’s device while they are in the area.
For example, a store could create a simple geofence in an area surrounding its physical location. When users pass through, receiving a location-triggered alert or deal makes them considerably more likely to stop in and shop. This type of marketing relies on the prospect’s engagement while they are in the area.
The greatest limitation of geofence campaigns is that they can only attempt to convert while the user is in that area.
Using Smart Boundaries
Creating smart boundaries around Points Of Interest allows you to market to consumers frequenting those locations after they have left the location. They can also be used to identify patterns over time, so brands can send out marketing materials with the greatest likelihood of conversion.
These smart boundaries create a structure around the movement data to develop the most effective targeting by monitoring Points Of Interest and keeping visit counts. The smart boundaries focus your marketing efforts to a very precise audience based on their behavior allowing you to go beyond mere city or zip code data to target nearby households and instead focus campaigns on the prospect’s behavior.
Creating a smart boundary around your competitor’s location allows you to target potential prospects that are currently in the buying cycle. These boundaries can also be created around locations that your customers would frequent to build a branding or awareness campaign and begin to target farther up the sales funnel. For example, if you were a new car dealer, you could not only create prospect boundaries around your competitors, but also include a separate campaign that monitored service centers near your location to promote your service and parts department.
Creating a smart boundary around your location(s) provides insight on the performance of your overall marketing efforts and can serve as a suppression audience to conserve marketing dollars. The conversion boundary also creates a new segment in your audience to present a new offer to people who have recently visited your location and make them aware of upcoming events and even loyalty programs to keep them coming back.
Implementing Multi Channel Geo Location Marketing
Knowing the precise location and habits of your prospects is powerful information. You can use this data in order to create effective marketing campaigns that have substantial impact. Using multiple channels, from social media to search engines and display networks, you can reach these pre-defined audiences with a reach and frequency that optimizes spend and increases conversions.
Multi-channel marketing includes online and offline campaigns that include the timely display of ads and posts for your customers already checking their social news feeds, listening to radio, and browsing the Internet. This is in addition to direct mail and email campaigns keeps you in front of your targeted audience to create a “recall” effect that increases organic customer acquisition by staying in front of our targeted audience.
Evolution of Marketing
In the past several years, big data has made a huge impact on the marketing landscape. Marketers are now able to speak directly to customers more effectively than ever before. They have been able to gain extraordinary insight into their interests, habits and shopping behavior from their online activities.
Geo location marketing is the latest evolution of this phenomenon. It uses information already accessible through each user’s mobile device and creates an added dimension to existing marketing data. For brick-and-mortar retailers, it’s an innovative way to get shoppers back in stores and ready to buy.
Now, with partners in the geo location marketing space, this technology is available for use by everyday retailers. In conjunction with established — and essential — online marketing techniques like local search and SEO, and SEM, this is an emerging and powerful way to drive your next marketing push.
For Your Geo Location Marketing
For retailers, marketers, and agencies unaccustomed to the use of this type of prospect data, this latest marketing tool may seem out of reach, but you do not have to develop these campaigns on your own. Partners such as PrimaryLens can help you make sense of the emerging opportunities that geolocation marketing offers.
Data partners like PrimaryLens not only deliver marketing campaigns, but a monthly overview of past initiatives, and you get to keep the data you have commissioned, in order to see what worked and what didn’t. In order to assess your campaign success, you can review this information and revise it as necessary going forward.
PrimaryLens offers essential, powerful tools for modern business. In order to get a feel for how the system works, get in touch with us. We’ll schedule a call for you to discuss how to leverage the power of geolocation marketing as a component of your next marketing campaign.