In the past few years, location-based targeting has gained traction in marketing thanks to several new technologies. These innovative strategies help you target more specific audiences than ever before.
Location-based targeting is similar to other digital marketing efforts, such as remarketing and user-id targeting, regarding how it can target specific devices and users that are much more likely to convert, which allows you to spend your advertising budget more efficiently.
While location-based targeting is extremely powerful, it can be hard to figure out what strategy will be effective for any given business. That’s especially true when there is such a wide array of options available today. Keep reading to learn more about location-based targeting and how to integrate it into your existing marketing strategy.
Brand Recognition and IP Targeting
Brand recognition is powerful. It helps to steer how consumers make buying decisions unconsciously. When given a choice between a brand they know and one that is all new to them, consumers will be more likely to choose the brand they understand and recognize.
However, it’s important to understand that brand recognition is not something that is instantaneous – it is built on repeated and ongoing exposures. This is when IP targeting comes in. With this, a list of users’ addresses is taken and combined with the related IP addresses. This ensures when you buy ad space, it’s a more granular method than other marketing efforts. For many brands, this allows them to target brand exposure based on each individual user. This increases brand recognition and primes your audience for future marketing efforts.
Harnessing Geofencing’s Power
Your business should utilize geofencing as part of your marketing efforts. With geofencing, a virtual barrier is established around a location you choose. This allows ads to be sent to anyone who has a cell phone signal within that geofenced area.
While brick and mortar stores use this for targeting nearby customers, it is something that other business owners should explore, as well. For example, you can target your competitors’ locations and provide promotions and offers. This is a great way to get new customers who are not already loyal to a specific vendor. However, geofencing can also be used for increasing in-store participation too.
Beacons and Proximity Marketing
Another location-based strategy you may have never heard of before is using beacons with proximity marketing. Geofencing is about creating some type of virtual boundary to refine the adverse; however, proximity marketing is all about tracking users via their Bluetooth signals.
The power behind proximity marketing is the analytics it provides. That’s because when compared to other location targeting methods, beacons are more accurate and will map your customer’s movements in real-time.
Harnessing the Power of Location-Based Marketing
When it comes to location-based marketing, there are many factors to consider. However, when it is used properly, you will find it can enhance your ability to reach and engage your customers. Knowing how to use this is going to pay off in the long run.