With all of the platforms available for advertising today, marketers have to find the most effective way to reach customers and craft messaging that is consistent but also aligns with the platform that message is being delivered on.
While mobile devices provide insights on how people behave online, location technology offers insights on what people do offline by showing their physical location, when they are digitally connected but not actively engaging in online activity. Aggregating online and offline behavior is incredibly powerful when developing advertising campaigns.
Here’s an overview of how location intelligence applies to various marketing channels:
Online/Social Media Ads:
This refers to digital and mobile ads on social media, search advertising, Adwords, etc. By adding designated locations to digital ads, you don’t waste money on clicks from customers outside of your specified location. Combined with geotargeting and geofencing, you can develop very specific ads based on consumer behaviour and intentions.
While these four ad segments are quite different from each other, they are lumped together here because they all have very precise information about their audience that they will share with advertisers. However, location intelligence gives you an edge over other advertisers by helping you leverage offline behaviour to craft very specific messaging to your target audience.
Location intelligence platforms provide continually updated demographic data. Use demographic insights along with geotargeting to gather information about highly concentrated locations of your target market to determine the most effective placement of billboard advertising. DDGuerilla Advertising/Marketing: This is the most unconventional form of advertising, but can be the most impactful if done right. For example, if you’re a company that heavily targets women between the ages of 26-40, you can use your location intelligence platform to identify an urban area with a high percentage of female employees. Setting up a guerilla campaign for a couple hours during lunch time could be a hands-on way to get directly in front of your target audience.
This is the most unconventional form of advertising, but can be the most impactful if done right. For example, if you’re a company that heavily targets women between the ages of 26-40, you can use your location intelligence platform to identify an urban area with a high percentage of female employees. Setting up a guerilla campaign for a couple hours during lunch time could be a hands-on way to get directly in front of your target audience.
Putting it All Together With the location-based insights you’ve leveraged to determine effective ad space, you can also determine how to integrate your marketing initiatives to ensure all ad spaces support each other. For example, use social media and radio ads to draw attention to an upcoming guerilla marketing initiative. Or develop consistent messaging for print, TV/Radio and billboards to draw attention to a major new product offering for people in a specific area.
Everything is dependent on your business or company’s specific use case, but these examples show how you can leverage location intelligence to see where the most impactful ad placements are by allowing you to gather online and offline information about your target market. Location intelligence will help you determine which ad spaces will be more effective for you, and will provide information about how to craft consistent messaging for each channel.
Want to learn more? Read our Ultimate Guide to Using Location Based Insights for Omnichannel Marketing