WHAT IS LOCATION DATA MARKETING? HOW IT WORKS?

Location data marketing lets the organizations target the audience with a relevant message or offer a more personal level based on their location. Location data marketing has been proven to be beneficial in discovering, engaging and retention of the audience. Location data marketing allow the marketers to target the particular consumers by sending the relevant offer at the right time, enhancing the customer experience. Location data marketing is a powerful technology for spreading your business by getting right insights about the client’s interests. It has become popular in gaining foot traffic and business exposure. Its almost inexpensive when compared to other marketing options. Marketers may now use location data advertising to create new performance models like cost per visit advertising. That implies you only get paid when people come into your shop. This raises your return on ad expenditure once more.

The most significant advantage of location data marketing is that it allows marketers to better understand their consumers and competitors based on their actual interests. It is quite opposite to traditional demographic targeting or cookie-based web marketing. Rather of inferring interests from website visits, likes, or followers on social media, marketers who use location-based audiences may be more confident in the relevancy of their audiences. Since these customers have really visited the businesses, eaten at the restaurants, or attended the events. Location data marketing offers to give highly tailored marketing by utilizing geolocation services to target potential clients based on foot traffic data. This assists companies in determining the best times or locations to run advertisements based on visitor behavior. It is critical not to send advertisements to the wrong people, at the wrong time, or in the incorrect area, since this might harm the brand and making the audience irritated.

Keep these points in mind when getting started with location data marketing.

1. Clear up privacy concerns

2. Determine your target

3. Choose the right method: Depending on your target choose the right method such as geo-fencing, beaconing, geo-targeting, or geoconquesting.

4. Analysis: Analyze the results to check the selected method is working or not.  

HOW LOCATION DATA MARKETING WORKS?

Data is collected from different devices including mobiles, desktops, tablets etc. Sensors are utilized to decipher and determine the location of these devices. This procedure is anonymized to protect the user's personal information. These sensors come in a number of shapes and sizes, including beacons, Wi-Fi, and geofences. Increasing the number of sensors increases accuracy and scalability. Customers are targeted using different techniques of location data marketing based on their distance from a specified objective, with each working at a distinct distance. Automated messaging, such as push notifications, can be triggered by all forms of location data marketing components or categories that are extensively mentioned below. However, they function in somewhat different ways from each other.

Location-based marketing may be divided into following categories:

1. Geo-targeting

2. Geo-fencing

3. Geoconquesting

4. Beacon

5. Hyper-contextual targeting

6. Mobile targeting

Also Read: Advanced Data-Driven Marketing

1. GEO-TARGETING

Geo-targeting gathers data based on the IP addresses of the devices of visitors instead of GPS. The IP addresses are not always accurate, and targeting particular audience based on IP address. Geotargeting may be utilized near your (or your rivals) retail locations to entice customers to buy your goods by keeping your brand in front of their minds.

2. GEO-FENCING

Geo -fencing as the name refers involves creation of boundaries around specific area. Geo-fencing is the more classic approach to geo-targeting in the age of mobile phones. To build a boundary, geo-fencing uses a mobile device's GPS position instead of its IP address. An ad, message or discount offer is sent to the target user whenever they enter this geo-fenced area. Hence this virtual boundary targets the specific audience only. As a result, the data is significantly more exact, making it far more beneficial for firms trying to maximize their location-based marketing strategies. They are also used to assess if an area is ideal for advertising by counting the number of individual’s movements and visits. Geo-fenced can be as large as a city, but it's more effective when it's used to target smaller areas such as certain neighborhoods or streets.

3. GEOCONQUESTING

Geoconquesting use location data to attract the competitor’s customers by sending them more encouraging offers. Marketers use geoconquesting to develop audiences from visits to compete venues in the hopes of turning those visitors into their own consumers. To win over these audiences, they'll create a geoconquesting audience using a discount or other incentive.

4. BEACONING

Among all other techniques and methods of location data marketing beaconing is very limited. Beacon is very small device that collects location data using Bluetooth. As they use Bluetooth, beacons are mostly used in the areas with weak perception. This is a marketing strategy for keeping customers engaged while they are in the store. It tracks where clients are walking or standing in real time throughout the store. The user is then shown adverts for nearby things that they might be interested in. Customers are more likely to buy more things that interest them when beaconing is used. When a consumer is somewhat close to a target site, this location-based marketing option kicks in. They're ideal for businesses wishing to interact with customers who are close to, or even within, a store.

5. HYPER-CONTEXTUAL TARGETING

Hyper-contextual targeting is the use of targeting audience base on their texts data that they browse or search. When this data is entangled with location, can provide a number of intriguing signals. Location data marketing might deliver hyper-contextual data that is relevant to a certain set of people, or “micro-audience”.

6. MOBILE TARGETING

There is no doubt that among other devices, mobiles are the most used devices and the number of mobile users is in billions. And these users always carry their cell phone with them wherever they are, that decreases the chances of ad wastage. Location data marketing allow the marketers to target these devices with more personalization.

With the help of any of mentioned methods, marketers can deliver their offers, ads or messages to the users with respect to their location. Location data marketing increases the conversion rates by sending relevant offers at the right time.

Also read: Why do you need First-Party Data

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