Legendary Detroit artist turns 85 and gets her own show
Legendary Detroit artist turns 85 and gets her own show
Digital marketers are starting to apply new technologies to provide more value to their digital marketing strategy as they develop their grasp of location-based marketing and use geotargeting methods more often in their campaigns. Focusing on the regions where location-based targeting is producing the best results is useful since geotargeting is still a relatively young field. This article gives examples of the most effective ways that marketers are using location-based marketing, even though it is important to continually discover and test new use cases for geotargeting and geoconquesting.
Digital marketers are starting to apply new technologies to provide more value to their digital marketing strategy as they develop their grasp of location-based marketing and use geotargeting methods more often in their campaigns. Focusing on the regions where location-based targeting is producing the best results is useful since geotargeting is still a relatively young field. This article gives examples of the most effective ways that marketers are using location-based marketing, even though it is important to continually discover and test new use cases for geotargeting and geoconquesting.
![](https://cdn.me-qr.com/n1ed/files/me-qr/articles/pexels-photo-12158828.jpeg)
Use geofencing to target visitors at certain places
Ensuring your message remains in front of your present clients may be the most simple use case for geotargeting. Here, increasing retention and fostering loyalty are the main objectives, and the secret to success is understanding who your actual visitors are.
The advantage of geotargeting your in-store visitors over other targeting methods is that you can identify individuals who may not have made a purchase or supplied an email address. While location data might help you be far more relevant to a visitor who may have only browsed, transaction data is still valuable. Retargeting these visitors on social media and through display advertising encourages them to return more often and make larger initial purchases.
This is very applicable to both online-only merchants as well as conventional brick-and-mortar stores: Consider Casper, Allbirds, and Warby Parker. Consumer Supercharging in Experience-centric Channels, a new research from Wharton and Harvard, found that digital-first shops with physical locations report increased sales and reduced rates of product returns from customers who visit. Also, they often purchase more expensive things, which results in bigger revenues for the shop.
Use geofencing to target visitors at certain places
Ensuring your message remains in front of your present clients may be the most simple use case for geotargeting. Here, increasing retention and fostering loyalty are the main objectives, and the secret to success is understanding who your actual visitors are.
The advantage of geotargeting your in-store visitors over other targeting methods is that you can identify individuals who may not have made a purchase or supplied an email address. While location data might help you be far more relevant to a visitor who may have only browsed, transaction data is still valuable. Retargeting these visitors on social media and through display advertising encourages them to return more often and make larger initial purchases.
This is very applicable to both online-only merchants as well as conventional brick-and-mortar stores: Consider Casper, Allbirds, and Warby Parker. Consumer Supercharging in Experience-centric Channels, a new research from Wharton and Harvard, found that digital-first shops with physical locations report increased sales and reduced rates of product returns from customers who visit. Also, they often purchase more expensive things, which results in bigger revenues for the shop.
The car sector is also adopting this strategy. According to Kevin Root of Dealer Marketing Magazine, the typical dealership has less than 10 percent correct email addresses for their whole customer base, which means that many auto sales are to consumers who were not in the dealer's CRM 30 days previous to the transaction. Dealers are including the option to geotarget in order to maximize their ad budget due to the short time frame from visit to purchase, which is often less than 30 days. Dealerships provide advertising to their visitors within certain time frames and successfully persuade them to make a purchase without knowing their email address, phone number, or any other contact information by collecting mobile ad IDs and presenting ads to everyone who enters their lots.
Retargeting customers that visit in-store locations, regardless of the kind of retailer, boosts the success of your other initiatives, eventually raising transaction value, loyalty, and retention.
Use geotargeting to attract the customers of your rivals
You are not restricted to geofencing your own locations when using location-based marketing. Several find success in geofencing the sites of their rivals and distributing advertisements to the audiences that go there.
Burger King demonstrated its mastery of geoconquesting by geofencing its longtime competitor, McDonald's, in the Whopper Detour campaign. During one week in December, anybody who was within 600 feet of any McDonald's outlet in the United States could get a Whopper sandwich for one penny at Burger King. The voucher was triggered when the Burger King app was opened while within the McDonalds geofence. Compared to the 2 million downloads two months before the promotion, "more than 6 million users downloaded the Burger King app," according to Business Insider.
Tactics and precision are essential elements of success in geoconquesting. Consider running a chain of quick service restaurants and introducing a new fried chicken sandwich to your menu. You want to promote to everyone who has eaten at establishments like Chick-fil-A, KFC, Wendy's, Church's, Zaxby's, or Popeyes in your region during the last three months in order to attract in customers who are most likely to become diners at your venues utilizing this new menu item as the draw. You may target just customers who have shown a strong desire to sample your new chicken sandwich by using location data.
Use geotargeting to attract the customers of your rivals
You are not restricted to geofencing your own locations when using location-based marketing. Several find success in geofencing the sites of their rivals and distributing advertisements to the audiences that go there.
Burger King demonstrated its mastery of geoconquesting by geofencing its longtime competitor, McDonald's, in the Whopper Detour campaign. During one week in December, anybody who was within 600 feet of any McDonald's outlet in the United States could get a Whopper sandwich for one penny at Burger King. The voucher was triggered when the Burger King app was opened while within the McDonalds geofence. Compared to the 2 million downloads two months before the promotion, "more than 6 million users downloaded the Burger King app," according to Business Insider.
Tactics and precision are essential elements of success in geoconquesting. Consider running a chain of quick service restaurants and introducing a new fried chicken sandwich to your menu. You want to promote to everyone who has eaten at establishments like Chick-fil-A, KFC, Wendy's, Church's, Zaxby's, or Popeyes in your region during the last three months in order to attract in customers who are most likely to become diners at your venues utilizing this new menu item as the draw. You may target just customers who have shown a strong desire to sample your new chicken sandwich by using location data.
![](https://cdn.me-qr.com/n1ed/files/me-qr/articles/pexels-photo-1266808_1.jpeg)
Set up geofencing where your ideal client hangs out
Geofencing is a crucial tactic for you if you are an advertising for a business whose foot traffic is insufficient to generate a large audience or if you do not have physical locations and instead offer your items online.
Consider a situation where an organization is entrusted with boosting enrollment at a number of preschools. Targeting parents in the communities where the preschools are situated is the best course of action in this situation. Where do my ideal parents go? is a question the agency must answer in order to create the appropriate audience and choose which places to geofence. When the agency has this knowledge, it can geotarget the individuals who go to such places and show them advertising, increasing awareness and delivering the preschools' message in front of the proper people.
You may create audiences made up of individuals who visit your own places by using location data and a point of interest (POI) database to identify the actual sites—retailers, eateries, event venues, etc.—that your ideal consumers frequent. If you are aware of the many businesses that your own consumers frequent, you may either utilize a demand-side platform (DSP) like Centro, Adelphic, or LiveRamp to conduct your campaign or develop a bespoke audience on social media.
Set up geofencing where your ideal client hangs out
Geofencing is a crucial tactic for you if you are an advertising for a business whose foot traffic is insufficient to generate a large audience or if you do not have physical locations and instead offer your items online.
Consider a situation where an organization is entrusted with boosting enrollment at a number of preschools. Targeting parents in the communities where the preschools are situated is the best course of action in this situation. Where do my ideal parents go? is a question the agency must answer in order to create the appropriate audience and choose which places to geofence. When the agency has this knowledge, it can geotarget the individuals who go to such places and show them advertising, increasing awareness and delivering the preschools' message in front of the proper people.
You may create audiences made up of individuals who visit your own places by using location data and a point of interest (POI) database to identify the actual sites—retailers, eateries, event venues, etc.—that your ideal consumers frequent. If you are aware of the many businesses that your own consumers frequent, you may either utilize a demand-side platform (DSP) like Centro, Adelphic, or LiveRamp to conduct your campaign or develop a bespoke audience on social media.
Location-based marketing may have a favorable effect on your digital marketing efforts and eventually result in a greater return on ad spend, whether you are geofencing your own locations, your rivals' locations, or the places you care about the most. Think about how geotargeting might help your digital agency or business produce a higher campaign ROI.
Location-based marketing may have a favorable effect on your digital marketing efforts and eventually result in a greater return on ad spend, whether you are geofencing your own locations, your rivals' locations, or the places you care about the most. Think about how geotargeting might help your digital agency or business produce a higher campaign ROI.