Once you start to personalize your messages, it is much more likely that many people will find them relevant and thus, effective. the relevance of the ads is often a defining factor for ad viewability.
IAB UK reports that almost half of users turn to ad blockers because they receive irrelevant ads too often. Thus, personalize and use location-based marketing campaigns to increase your chances to get noticed.
studies confirm that customized ads get much more engagement compared to their generic counterparts. Location-based personalization is not an exception - on the contrary, it helps you understand your customers better and allows you to build much more thoughtful marketing strategies.
When you use location data you can predict some of the people’s preferences or interests and such an approach can work wonders!
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What is location based marketing ?
Location-based advertising LBA is a term used to refer to geographical targeting marketing strategies that focus on tailoring customized messages to users located in a specific place or region. These can include texts or push notifications that are triggered within a defined region or by a certain action. Such a strategy is especially valuable for small business advertising where customers’ location is often a defining factor for making a purchase.
For instance, imagine a consumer searching for shoes in a certain city district. He or she can get multiple offers from different stores, but the one located within 500m is much more likely to get this customer compared to the retail stores that are based further away.
Similarly, cafes and restaurants might find it quite efficient to send notifications to the nearby mobile device during launch hours - at the right time and the right place an angry customer might find their offers hard to resist. That’s why it is so important to use location data.
common mistakes brands when implementing location-based marketing.
when you decide to invest in mobile marketing automation, here are few challenges we help you overcome.
Creating generic offers and relying too heavily on discounts. Customers participating in location-based marketing programs are savvy enough to recognize when brands don’t create special content for this channel.
Making the promotions too confusing , programs simply have too many terms and restrictions to make it easy for customers to understand.
Forgetting fulfillment and training, marketers often neglect to communicate this new promotion to their local store staff members and forget to train them on how to fulfill these special offers.
Failing to integrate check-in behaviors and programs with other channels , location-based initiatives aren’t promoted via email, social or in-store displays. Related emails or landing pages aren’t optimized for mobile.
Focusing on Locations that don’t scale, can arise from a variety of issues including choosing a single location without abundant foot traffic to analyze, events that do not last long enough to capture the right audience, or smaller markets with limited data to begin with.
How does location-based marketing work?
Geotargeting can be considered the original form of location targeting. It utilizes location data provided by mobile operators in real-time and usually includes targeting by IP address.
Geofencing This form of location-based marketing allows you to create a defined region or ‘fence’ based on its latitude and longitude coordinates. You can then choose its radius and determine the distance around your store where the users would get your messages.
Hyper-Contextual Targeting. his strategy of location-based marketing is built around placing mobile ads within specific locations and a certain timeframe.
Weather targeting Similar to hyper-contextual targeting, this technique is focused on temporary changes in the physical environment around a certain point. The natural environment - weather - has one of the biggest impacts on customer behavior and their buying habits.
Beacon Marketing. Beacon marketing is also known as ‘proximity marketing’ and it operates based on the information provided by beacon - a small Bluetooth receiver of location data from nearby devices.
why location-based marketing is important for your marketing strategy.
mobile stats demonstrate - 96% of users report noticing ads that reference their location. over 90% say that they are comfortable if a location-based advertising app is auto-completing their geolocation.
one significant benefit of location marketing is a deeper connection with your clients. When you use location data it allows you to speak your customers’ language and thus achieve better understanding and build trust with them.
location based marketing will help you resonate with customers by giving them the option to choose offers that address their needs with the most relevant solutions.
combining it with a well-planned omnichannel marketing strategy, you can maximize the impact of your location-based marketing campaign and create holistic experiences for your clients at every stage of the advertising funnel.
location-based ads targeting mobile devices share GPS location data in real-time, allowing marketers to tailor sequenced ads at specific time intervals, delivering non intrusive expeirences.
why we are the best people to do this for you ?
In a global landscape marked by continuous technology reinvention and increased competition, we bring you the expertise to help you navigate the space where technology complexity and business criticality converge, making a future-ready digital strategy a reality – today.
we work with you to build a solution for today and a roadmap for tomorrow, taking a personal approach to understanding your current pain points and drawing on our experience to recommend the best path forward.
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