In retail and other industries, marketers continue to leverage location-based data to enhance campaigns and consumer acquisition. Even though there are many consumers who use e-commerce channels to purchase goods and services, they equally enjoy going to actual storefronts.
“A lot of money, a lot of time, and a lot of resources are going into getting the consumer to come to different retail locations,” says Charm Bianchini, senior director of demand generation and field marketing for location intelligence startup Near. Charm stated this during The MarTech Conference.
Meeting clients where they are frequently entails being aware of how close they might be to a physical location.
Human mobility data “may improve your targeting, which therefore increases your ROI,” claims Bianchini.
Where location data comes from
The main source of location-based information, often referred to as human movement information by the Near people, is mobile apps.
Popular games will request users’ permission to share their location information under conditions that permit the data to be used in campaigns, such as Zynga’s Words with Friends.
Marketers use location data, which is collected from a third party, to understand the traffic patterns in a given region, city, or neighborhood. Identity resolution tools can also be used to give consumers in that traffic access to extra data layers.
Using location data for customer acquisition
Through digital platforms, marketers can take action on location data. They can engage with devoted customers via digital billboard advertisements when data indicates that they are close to a specific location.
Marketers can also contact customers who have previously visited a retail location with special offers to urge them to come back or to make any purchases if they did not make any on their previous visit.
Marketers may also make an effort to win over customers who have previously visited a rival.
Enhancing first-party data and expanding campaigns
Consumer profiles that already include first-party information about your brand can be improved using location data. For instance, a restaurant’s location data on patrons can provide insight about when and how far people go to eat there. Afterward, you integrate this data with any other first-party knowledge you may have about the client, such as their buying habits, interests, and demographics.
Marketers then design personas based on these customers to develop a strategy for how to approach these clients through a certain channel and at a specific time. If they visit on the weekends, they can get an email or a mobile advertisement during the course of the weekend about a specific offer that appeals to them.
According to Bianchini, better understanding of these location-based trends can improve marketing effectiveness and raise ROI. They may foster client relationships and raise customer lifetime value by offering relevant, helpful adverts.
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