How to Use Location-Based Mobile Advertising for Conquest Marketing
Location-based mobile advertising allows brands to advertise to a consumer while they are using mobile search or apps at a competitor’s location such as a storefront or car dealership lot. This is a very targeted tactic to generate brand awareness and foot traffic while consumers are engaged in the buying process. 2017 is all about personalization. As brands continue to target and personalize their messaging to people, the effectiveness of the advertising will improve.
What is Location-Based Mobile Advertising
Location-based mobile ads use GPS to determine if a consumer is at a specific location. There are also other services that allow brands to serve up ads to people after they have visited a competitor or like minded company, too.
According to Thinknear, a California-based mobile advertising network, location data is the best kept secret for reaching new potential customers. Many digital marketers acknowledge that location data provides an excellent tool for understanding a consumer’s offline behavior. This data enables brands to target their ads based on the way people work, play, and shop in the real world.
According to emarketer, 78% of U.S. marketers surveyed by the Mobile Marketing Association in July 2016 said they have already increased location-based mobile ad spending based on the availability of foot traffic data.
For example, local brands such as a small burger chain can display ads on the devices of patrons of national fast food giants like McDonald’s or Wendy’s. A luxury brand like Mercedes can even display video ads to consumers who live in high-income areas or who shop at high-end stores. The automotive industry itself was an early adopter of location-based mobile advertising, utilizing different data and creative strategies across each marketing tier.
Additionally, a recent study released by Thinknear concluded that location-based audience targeting (LBA) is better for reaching key audiences and influencing consumers. While traditional DMA targeting relies on geofencing tools to target all consumers within a certain designated area, LBA is a more granular approach that reaches specific relevant target audiences within that same area. For example, a marketer might want to focus on a geographic market, but LBA targeting uses location data to ensure that only a specific audience within that geography is targeted.
LAB targeting –
- Successfully reaches specific audiences within a given geographic area
- Drives both intent to visit and actual visits to brick and mortar stores
- Proves to be significantly more cost-effective for marketers