Locations-based digital marketing and advertising has seen significant change, improvement and uptake since early 2016. Some forward-thinkers have been talking about location-based marketing since before 2010, but technological limitations meant their attempts were somewhat hamstrung. Businesses and marketers started to understand the power of location-based marketing around 2016. We are now able to create bespoke messages and target individuals within a specific area.
Before 2016, the biggest barrier was the need for a user to get out their phone, open an app, search for a location and then decide whether or not to share that location with others across social networks. To make location-based marketing work we needed solid, reliable location data. Once this location-data became available, so too did the opportunity to personalise our message to our consumers further and create advertising that was more relevant to each consumer.
Consumers are becoming more relaxed with their data. This isn’t the main reason for the rise of location-based digital marketing. The real reason is in the results. Location-based digital marketing is so important to marketers because it works.
We already know that a personalised message is far more likely to invoke a response from a consumer than a generic marketing message. Locations-based personalisation is no different. Learning what makes your customer tick and crafting a personalised marketing message to address that is far more effective. Location data allows you to do that. Marketers can personalise a message based on the consumer’s location to create an offer that is more relevant to them.
With location data, a marketer can personalise a marketing message that is more relevant to them based on where they are or where they live. We can use the little quirks and differences in language that come from living in different areas to further-personalise our marketing message. Location-based ads are delivered in real-time, and because of that, it means your message is sent out exactly when you need it to be.
Timeliness gives your marketing an extra dimension and now, marketers can deliver their message to who they want when they want. This kind of technology works both for the consumer and the business. For the business, it gives them the opportunity to deliver a message to consumers in real-time in a relatively cost-effective way. For consumers, it gives them better access to the offers currently available at an outlet, allowing them to be more selective about which stores they spend their time (and money) with.
Location data gives marketers another dimension to target their message, meaning the message is more targeted and more relevant. Localised digital marketing also offers marketers a chance to maximise their conversions by being able to target a message to those who are more likely to respond to it. A consumer’s location can help marketers determine what type of messages they will respond to and target their offer to the consumers in the location that will deliver the best return.
To be more specific; whether a consumer is at Heathcote on a Saturday, shopping at Kotara Westfield or exploring the Daylesford Sunday Markets will determine what type of marketing message they are likely to respond to. Better ad targeting helps a message be more relevant. More relevant ads are going to result in less wasted clicks and less money spent trying to push advertising to the wrong audience.