Location Based Marketing

What is Location Based Marketing?

Location-based marketing enables marketers to communicate with prospects who are nearby by sending them marketing messages. Messages may be customised by businesses depending on shop locations, travel routes, weather, and, of course, the buying habits of the neighbourhood.

Location-based marketing is better equipped to tap into a customer’s habits and shopping patterns since it is based on the customer’s location and activity. It is quite helpful in enticing local customers to visit by creating deals and advertisements that make sense to them and relate to them.

Location-based marketing is, in a sense, a customised and targeted type of digital advertising where the context is the geo-location of the advertiser or the individual.

Imagine getting a location-based marketing-focused mobile advertisement that informs you about a fantastic clothing brand deal that is now taking place at a store just a block away from you. It would be difficult to resist going to the store, wouldn’t it? particularly if you are close!

Additionally, if your location-based marketing ad has a “Get location” button strategically placed on it, it will provide your prospects with the address right away. That is location-based marketing’s potential.

Advantages of Location Based Marketing

Personalization

The likelihood of showing a customer something relevant improves when an advertisement is tailored depending on their location.

Timeliness

Brands have a better chance of dynamically targeting customers at key moments since location-based content is sent to consumers in real-time.

Targeted

Directly targeting a certain audience can help you draw in high-quality leads and increase conversion rates.

Sales may be greatly increased by combining previously learned information about a customer’s behavioural patterns and other factors with the customer’s location data. Of course, creative design and marketing tactics like images, deals/offers, and CTA tabs are crucial for grabbing the customer’s attention right away.

When you concentrate on the target demographic and their hyper-local data, conventional mobile advertising is far more successful. Location based marketing is thus employed as a customised kind of advertising that promptly reaches the intended population.

Mobile targeting enables brands and companies to advertise to the right consumers by using demographic and other key data elements. The ads work by finding and sorting customers who are most likely to fit the profile of their “ideal customer.”

Location-based mobile ads send relevant messages to people who go to a certain place within a certain time frame.

Imagine entering a theatre and being welcomed with advertisements offering you great prices on snacks while you’re there.

Modern ad designers are aware of the use of devices and technologies like beacons, wifi, and Bluetooth that may communicate with your telephones. Such information could aid in putting the audience’s viewing of the commercial in context.

Location Based Marketing Case Studies

Tesco

Tesco used proximity targeting to raise brand awareness of new store openings, targeting the potential customers within the area. Stores supported by this technology reached their average weekly visitation targets 43% faster and 26 days earlier than non-supported stores, and were also 2.5 times more likely to reach those targets at all.

Local DIY Store

A local DIY store used GPS proximity marketing to show ads to potential customers near key locations. Mainly targeted the customers visiting the competitors’ stores, and the number of requests for address information increased by 25%.

Casino

Another customer, a casino in Cyprus, used proximity marketing to welcome their guests. While members are sent a personalised welcome message, non-members receive messages on the benefits of becoming a member.

Virgin Atlantic

Customers of Virgin Atlantic get relevant messages based on where they are in Heathrow Airport. For example, they might get directions to the baggage claim and security gate.

Industries Using Location Based Marketing

There are countless opportunities, and there is no reason why your company can’t gain from an LBA ad. Hyper-targeted marketing strategies are increasingly being adopted by a variety of industries, including retail establishments, spas and beauty services, hardware stores, auto repair shops, and financial services, among others.

Restaurant and Take Aways

The industry of mobile advertising has seen the most fervent participation from restaurants and fast food outlets. They have found success by geo-targeting nearby clients who are frequently accessible and who live within a certain radius of the business.

The design of the advertisement incorporates limited-time promotions and meal vouchers, and it is distributed to the targeted demographic near the shop (also an example of place-based targeting).

Gyms

Gyms employ a variety of formats. One of these is geo-targeting, which involves identifying a consumer as soon as they are within a certain distance of the gym building.

Others include tactics like "geo-conquesting," when health clinics target anyone accessing the grounds of a rival building. Your mobile device gets slapped with a more enticing offer from your centre as soon as you enter a gym facility to look over their monthly/annual plans.

You've got a conversion on your hands if you combine it with some fantastic promo offers and an online form that is simple to complete.

Property Dealers

Location Based Marketing methods may and are used by real estate agents. Rich media elements are utilised to entice clients to come, such as a gallery of images from the site or a map guide. The ad design also includes other CTAs like tap to phone, arrange a meeting, etc.

When homebuyers are looking for a new home, geo-aware targeting makes it easier for them to find and visit your prospective property. Geo-conquesting is one of several marketing techniques that may be employed successfully.

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How Effective is Location-Based Marketing?

Many people own cellphones and travel around with them at all times. Because of this, there are lots of chances to gather and examine client location data and deliver tailored messages based on a customer’s location.

Location-based marketing efficiently raises brand awareness, enhances in-store traffic, and spreads the word about your company. Also, if it’s done right, it’s a fairly cheap marketing strategy that can be very effective.

Location Based Marketing Targeting Capabilities

Audience Targeting

Audience segmentation can be done based on behavioral, contextual, demography, etc. First-Party & Third Party Data, Lookalike Audiences, Household Extension, Cross-Channel, Cross-Platform, Cross-Device, Contextual Targeting, CRM & Device Audience Targeting.

Technology Targeting

The technology filter allows the user to target an audience by the type of internet connection, as well as by the target audience’s mobile service provider and IP address. Connected TVs, tablets, mobiles, computers, set-top boxes can be targeted. Brand and models can be selected to include or exclude to the campaign as well as the operating systems, ISP and operators.

Timezone and Day/Hour Targeting

Language Targeting

In order to target websites and applications depending on the language preferences of the audience's browsing devices, the User-Agent option is available. For instance, French adverts can be sent to devices that have French selected as the default language.

Brand Safety

This capacity is intended to prohibit delivering advertising on delicate topics like adult, alcohol, automobile accidents, gambling, religion, violence, etc. It is meant for a brand-safe atmosphere. It is used to make sure that the adverts are only shown on secure websites and in accordance with advertising standards.

Frequency Cap

To prevent flooding a user with advertising, a frequency cap is used to impose a limitation on how many times an impression may be provided to a single unique user. The duration may be changed to be as little as one minute or as long as the campaign's lifespan.

Viewability

Viewability is a measure of whether an ad is seen by a user.

Content (Site, App) Targeting

You can choose to include or exclude the sites your list to control your whitelisted and blacklisted sites.

Weather Condition Targeting

Weather impacts customer mood, purchasing behaviour, and product preference, hence it should be considered while advertising.