Personalized, Real-Time Marketing Based on Location Data
Location data allows marketers to understand a user’s online behavior on the basis of geography, and present messages or offers accordingly. By personalizing marketing messages based on the user’s current location in real time, location-based ads precisely capture the unique opportunity that “mobile” brings about: being able to be connected anywhere, at any time. These contextually relevant ads are effective when trying to boost user engagement.
Facebook's Local Awareness ads allow advertisers to create location-specific ads, and the tech giant has revamped its feature a few months ago, especially for businesses with multiple stores. Advertisers can implement dynamic ad copy that changes based on a store's location. In addition, when users try to access the call-to-action button such as getting direction and phone number, sending message, or receiving more information, they are connected to the store currently closest to them. This way, advertisers can send hyper-local and relevant messages to potential customers who are most likely to visit the store at that moment.
Last year, Snapchat introduced sponsored geofilters, promotional images that users can overlay to their Snapchat videos only when they are in specific locations. Dunkin’ Donuts utilized this feature for their campaign on National Coffee Day (September 29) with geofilter of coffee beans. Users who clicked on the illustration could receive a free cup of coffee by unlocking the image either at or near a Dunkin’ Donuts store to get their coffee. The campaign capitalized on time and location specific moments when consumers discover and engage with brands on mobile devices.
Like the case of Dunkin’ Donuts, providing rewards to targeted audiences in specific locations incentivize customers to take actions. In order to highlight corporate social responsibility and promote responsible safety habits, alcohol brand Campari America worked with mobile rewards platform Kiip in offering consumers credit for Uber-like ridesharing app Lyft during peak drinking hours. When the targeted audiences of ages 21 to 34 used mobile apps affiliated with Kiip (such as Mixologist and onthebar which drinkers would be interested in) in areas with lots of bars and restaurants, they had chances to receive the $5 Lyft credit as a reward for continued engagement. For people who hang out with friends at bars or restaurants until late, finding a ride home is a priority concern, and Campari was able to raise its brand awareness by capturing the mobile moments with relevance to users.
Target marketing based on location data focuses on delivering relevant messages to consumers when they could be in the most responsive state. By letting consumers identify information and/or offers on mobile devices and trigger them to take actions on site, location based marketing seamlessly connect online consumer decisions to offline behaviors.