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How location data helps marketers acquire clients and expand campaigns

Marketers continue steadily to use location-based data to improve campaigns and customer acquisition in retail as well as other industries. Despite the fact that many consumers buy products online through e-commerce channels, in addition they like to escape and visit store sites.

Lots of money and lots of time and resources ‘re going into attracting the buyer to come quickly to different retail locations, said Charm Bianchini, senior director, demand generation and field marketing for location intelligence company Near, at The MarTech Conference.

Oftentimes, meeting customers where they’re means focusing on how close they may be to a physical store.

Human movement data can enhance your targeting, which in turn increases your ROI, said Bianchini.

Read next: Real-world location data analytics tools through the pandemic

Where location data originates from

Location-based data or human movement data, because the Near people call it is gathered primarily from mobile apps.

Popular games like Zyngas Words with Friends will ask players to consent to talk about location data under terms that allow that data to be utilized in campaigns.

For marketers, location data is third-party data that provides insights into traffic patterns in an area, city or neighborhood. Identity resolution tools could also be used to include additional layers of data to the consumers for the reason that traffic.

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Interpreting location data for marketing campaigns

Heres a good example of location data extracted from two different events, seven days apart, at Sofi Stadium in LA.

Image: Near.

Its apparent from the location-based data along with other consumer intelligence that the function on the proper was an inferior, local event. The next week, depicted on the left, was larger and attracted visitors from farther away.

Household income data and consumer preferences might help inform marketers for specific brands

If youre a restaurant, for instance, you could utilize this in your favor, said Bianchini. If youre Red Lobster and you also know that folks are coming to where you are, you will want to offer a few of your loyal customers some type of discount? Or once you learn that everyones likely to Churchs Chicken, you might like to provide a promotion to come quickly to KFC.

She added, This is actually the power of human movement data and really having the ability to access real-time info on whats going on with people.

Using location data for customer acquisition

Marketers may use digital channels to do something on location data. They are able to connect to loyal customers through digital billboard ads once the data indicates they are close to a particular site.

Also, if its known a customer was at a store location, marketers can follow-up with special deals to create them back another time, or even to buy something should they didnt buy a product on the previous visit.

Marketers may also make an effort to attract customers who visited a competitor.

Enhancing first-party data and expanding campaigns

If your brand already has first-party data in customer profiles, they may be enhanced by location data. The positioning data for customers at a restaurant, for example, can offer insights into if they visit and from what lengths away. This data is then merged with other first-party insights you may have concerning the customer, including demographics, purchases along with other preferences.

Image: Near.

Marketers then create a persona out of the customers to create out a technique on how best to reach them by way of a given channel, and at a particular time. Should they visit on the weekends, they may be sent a mobile ad or email through the weekend in regards to a specific deal that matches their interests.

Knowing more about these location-based patterns increase efficiency for campaigns and boost ROI, in accordance with Bianchini. By serving relevant, helpful ads, they are able to also build customer relationships and increase customer lifetime value.

Read next: Yelps Custom Location Targeting

Advancing digital marketing with human movement data from Third Door Media on Vimeo.


Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He’s got interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama because the country’s first federal CIO. He could be especially thinking about how new technologies, including voice and blockchain, are disrupting the marketing world once we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. Along with his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood in addition has written for KIRKUS, and contributes fiction, criticism and poetry to many leading book blogs. He studied English at Fairfield University, and was created in Springfield, Massachusetts. He lives in NY.

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