Depending on a person’s location, a business may choose to deliver them an online or physical message.
With the use of location-based targeting, businesses may send online or offline messages to specific individuals based on their precise geographical position. With the use of location data, advertising teams may target customers based on factors such as their proximity to a store, upcoming events in their area, and more.
The Challenge :
AFL club wants to launch a Gold club membership. They are seeing large game attendance crowds but in-game advertising is not translating to membership growth.
The Solution :
AFFIXCON tracked identified individuals’ attendance at multiple games over the last 12 months by game stadium location.
Location -: Target consumers who have attended club AFL games over the past two years.
Demographic -: Consumers aged 25 – 65 years | Male and Female | Family | Living in own Home | Income in top 60% of Australian Profile
App Use -: Relevant Sports Code app user.
Socio-Economic -: Economic Resources Rank = top 60
Location visitation Analysis proceed using the above data attributes resulting brought identified 48K unique individuals’ attendance at multiple games over the last 12 months by game stadium location from the AFFIXCON Consumers Database.
Why Your Company Needs Location targeting
Through the use of geo-targeting, you can provide advertisements that are more pertinent to the viewers. An enhanced user experience can be achieved through the use of personalized advertising and landing pages. With geotargeted advertising, you can ensure that your messages only reach consumers in certain areas, allowing you to focus on store-specific topics, regional customs, current events, and seasonal offerings. By including these specifics, you increase the likelihood that your message will be read and acted upon.
The location has always been an important factor for both regional and national advertisers. In general, print media, outdoor advertising, and in-person sales all require a specific physical location. It is now simple to integrate online and offline marketing efforts into unified, consistent programs tailored to specific communities.
Budgeting for Marketing Success
Businesses that only operate in one or a few regions can benefit greatly from geotargeted marketing. You may make better use of your advertising money if you concentrate your efforts in markets where your items are in demand. Ads for winter gear such as snow shovels and coats are more likely to be successful in North Dakota. Running the same commercials in the Sunshine State would be a waste of money. A North Dakota store that stocks snow shovels can choose to only show ads within a 20-mile radius of their store when the weather prediction predicts snow.
Your advertising budget will go further if you divide it up by geography. Personalized adverts are possible using location-based services, as we discussed above. When individuals can relate to your advertisements, you’ll get a better return on your investment. Quality Score is a major factor in how much you will pay per click on Google when using search advertisements as part of your digital strategy. Ad groups that are geographically specific have higher Quality Scores and cheaper costs since their keywords, advertising, landing pages, and calls to action are all tailored specifically to each region.
Innovation in Product and Market Growth
If you want to make sure your new product or service is perfect before you roll it out to the masses, try testing it in a more limited area first. Traditional forms of advertising, such as television and billboards, have long been used by marketers to try out different versions of their ads and messaging. By using digital geotargeting, location-based testing can be even more precise. Geotargeting also allows you to gradually grow your company’s presence into specified regions.
Probably, you know more than the average person about your field and area. With the help of a geotargeted campaign, you may establish yourself as the neighborhood expert in your field. Your ads could focus on answering frequently asked questions, publicizing upcoming neighborhood events, forming strategic alliances with complementary businesses, or focusing on specific places frequented by your ideal clientele. Spend your advertising budget wisely by creating messages that will help your target audience think of you when they need your product or service.
Keep your ads away from your rivals!
Although keeping your ads hidden from rivals won’t help you make sales, it can give you a leg up in a competitive market. Keep your marketing efforts away from the areas where your nearest competitors have offices or stores. Advertisements won’t reach them until after you’ve already released the product. Even if you aren’t worried about a competitor finding out about your campaign, this strategy can help you save money by not targeting their staff or regular consumers.
What is LVA?
Location visitation attribution (LVA) measures the effectiveness of advertising campaigns in driving visits to specific brick-and-mortar locations, otherwise referred to as Points of Interest (POI). LVA works by considering the effect a campaign has on consumers with selected demographics, specific needs, or spending habits and analyzing consumers visiting for the selected location/s.
Location Visitation Attribution Benefits
- More effective ad spend: An LVA report can help you identify ad campaigns that aren’t driving visits, so you can either reduce or reallocate your advertising budget accordingly.
- Competitor analysis: How do you know if your advertising initiatives successfully differentiate you from competition? An LVA study that compares data between your customers and your competitors’ customers can help you measure how well your ads influence your competitors’ audience.
- Reveal customer demographics and behavior: Learn who sees and interacts with your ads and insights about POI visitation history.
AFFIXCON has developed proven techniques to retrieve results on the above-mentioned audience insight identification concepts. We are looking forward to collaborating with you as channel partners to share our techniques with the community. Are you interested in learning more about how we can more efficiently identify your client’s audience insights?