A marketer’s job is no longer to simply run campaigns to move shoppers through various stages until they make purchases. For decades, cracking the customer-behaviour code has been a challenging goal for marketers. Previously, most brands relied on popular brand-funnel models: They interpreted consumer behaviour as a straight path from discovering a product to deciding to buy and to eventually becoming loyal to that product.
Even though consumers’ neighbours aren’t with them when they buy, they still behave similarly to those around them. With this in mind, marketers need to use location to shape their campaigns. Marketers can use different methods for employing location data to reach consumers. Using location is more than just collecting information on where consumers live and how they behave: Brands can use these techniques to drives leads and sales and to promote brand loyalty.
Location as demographics. Smartphones have added to the challenge of understanding who the “average” consumer is, but location history can be used to target more specific audiences. This information allows marketers and ad platforms to consolidate consumers into audience segments. While location-based targeting has overtaken real-time location targeting, the two can also be combined to create a more personalized campaign.
Proximity-based calls to action. Because most people already use their smartphones to get information related to their locations. As the name implies, location-based marketing focuses on marketing to consumers of a particular geographic area through their mobile devices (smartphones, tablets, etc.), according to The 60 Second Marketer.
To understand location-based-marketing’s flexibility, first learn what components go into targeting local customers based on passive (organic search engine results) and active forms of marketing (reaching out to existing customers and potential customers within your town, city or similar geographic location).
Geo-fencing allows marketers to set a perimeter around a physical location in which ads can be delivered. For geo-fencing ads, they may include creative messages acknowledging the user’s location or may include location-based features such as a store locator.
For example, a coffee shop can set a 1-mile perimeter around its store and reach any user within that radius. Or, it could set a 3-mile perimeter around a nearby office complex to reach users that may be looking for somewhere to grab coffee before going into work. Geotargeting doesn’t always mean you have to capture where someone is physically located. Consumer intent is conveyed all the time by search queries, and location is a commonly included term. Consumers often narrow their own searches by adding in the name of a city or district.
Geography can also be used to predict desirable demographics and information about users in that area. Neighborhoods can often be delineated by residents’ income bracket, age, ethnicity, education, and many other demographics or interests. Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service.
Your business, as in every industry, competes to get ahead-of-the-curve on the latest marketing trends. Put a location-based marketing plan in place in 2019. It will help your business take advantage of this fast growing technology segment and its benefits.
AirRentalz has harnessed location-based marketing within its platform. We are connecting local businesses with hosts which allows us to advertise service providers to potential guests who will be staying with a host in a specific area. By connecting hosts with local and other businesses we can assist our hosts to deliver greater experiences for their guests by presenting them great places to eat, visit, sight see and do activities while they are holidaying or staying in that location.
We deliver this experience for guests in a personalised way by asking questions of guests and then delivering information they want in a timely and targeted manner. By harnessing the power of data by location, AirRentalz is taking location-based marketing to the next level for the short-term accommodation industry and the businesses that this industry supports through increased patronage from their guests. Your business, as in every industry, competes to get ahead-of-the-curve on the latest marketing trends. Let us help you put a location-based marketing plan in place in 2019. It will help your business take advantage of this fast growing technology segment and its benefits.