Location-based marketing, also called geolocation marketing, is becoming an increasingly popular campaign tactic as geospatial data technology becomes more refined and widely available. This form of personalization allows brands and agencies to find and engage with new and potential customers more frequently, and at the right time.
In fact, market research company eMarketer forecasts that companies will spend $26.5 billion in mobile location-targeted advertising in 2019. Therefore, it is important for marketers to understand the different types of location-based marketing strategies to leverage them effectively and take advantage of the opportunities this new technology affords.
What is Location-Based Marketing?
Location-based marketing provides the ability to personalize content based on privacy-compliant, opted-in location data received from smartphones. Marketers then use this data to create location-based audiences and analytics, then create and reach these ideal audiences with more relevant content and advertising. Personalized marketing based on real-time location intelligence data can increase ROI by as much as 30%. Let’s review three tactics to employ in a location-based marketing campaign:
Geotargeting
Geotargeting refers to constructing audiences based upon historical data. By using data that shows customers’ actual visits to specific locations in the past, marketers can produce advertising and content that will reach much more relevant audiences. For example, people seen at health food stores are identified as health food shoppers, and people seen at pet stores are identified as pet owners.
Geotagged data can also be combined with store, customer, or local demographic data. It can then be overlaid on a map to help identify new locations or customers to target or improve current customer value by providing a more personalized service.
Geofencing
Geofencing—showing a consumer advertising or content based on their real-time location—involves location-based services (LBS) that utilize real-time geo-data from a mobile device or smartphone to determine when a consumer enters or exits a designated geo-fenced area. Geo-fences can be dynamically generated, such as radii around stores, or they can be a predefined set of boundaries, such as school zones or neighborhoods.
Smartphone users must opt in to sharing their location. When they enter a designated geofenced area, they may receive a text message, a push notification from an app, or see location-based ads while using an app in that location. Geofencing advertising campaigns are ideal to show consumers locally specific advertisements and content. Facebook, Instagram, Google, and Snapchat are the most widely known and popular platforms that employ geofencing marketing tools.
Geoconquesting
Marketers use the geoconquesting tactic to reach people that have visited their competitors’ locations with the express purpose of converting those customers into their own. For example, a Starbucks marketer wants to change the coffee buying habits of customers that also visit Dunkin’. They might utilize geoconquesting and offer a free drink to audiences that had the Starbucks app open when they visited a Dunkin’ location.
By leveraging location-based marketing tactics, you can ensure that your advertising and content connects with the right audience more frequently and at the right state of the buying lifecycle. If you have any questions about location-based marketing or want to learn more about how it can help your business, contact us at Millennium Agency today.
About Millennium Agency
Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!
Linda Fanaras is the President and Founder of Millennium Agency located in Manchester, NH, and Boston. She can be reached at 877-873-7445 or [email protected].
(MANCHESTER, NH | BOSTON, MA) – Millennium Agency is pleased to announce (again!) that it is the recipient of yet another prestigious award: the 2019 14th Annual W3 Silver Award by the Academy of Interactive and Visual Arts. Specifically, this Silver Award recognizes the website design and development of the Millennium Agency website (www.mill.agency) in the General Websites – Self Promotion category. The W3 Web Awards are in recognition of the firm’s accomplishments in website design and development.
The W3 Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning websites, web videos and online marketing programs. The W3 Awards are sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only group of top-tier professionals from a “Who’s Who” list of acclaimed media, advertising, and marketing firms. A full member list and additional information is available at www.aiva.org. For more information about the W3 Awards, visit www.w3award.com.
“We were once again amazed by the high level of execution and creativity found in the entries we received this year. Our W3 winners continue to embody what the internet is all about as they once again raise the bar in web development and design. We are truly honored to have the privilege to experience such a diverse and remarkable pool of work this year” said Derek Howard, director of the AIVA.
“We’re honored that our own site was chosen as a winning example of a promotional website,” states Linda A. Fanaras, President of Millennium Agency. “We’ve been focusing on impactful, unique branding and website design for our clients. Receiving this award demonstrates that we create strong messaging and best-in-class design work, in other words, we do ourselves what we advise others to do.”
About Millennium Agency
Millennium is an award-winning boutique creative branding, content/PR and data analytics firm helping companies increase their market share and accelerate growth. Nationally recognized as a woman-owned business (WBE and WOSB certified) and certified Google AdWords, Bing, SharpSpring, and HubSpot Agency Partner, the firm works with clients in manufacturing, technology, healthcare, higher education and consumer services. With offices in Manchester, NH and Boston, call Linda Fanaras at (617) 869-1668 or visit www.mill.agency.