Geotargeting: options for creating advertising campaigns
In today’s world, personalized service is taking center stage. Smartphones and GPS technologies make it possible to provide personalized offers regardless of the user’s location. Given such trends, geotargeting is becoming an increasingly popular tool for attracting and retaining customers.
Localization of marketing efforts plays a key role in business strategy. Geotargeting allows you to optimize your promotional spending. The marketing message is directed to an audience most likely to be interested in the offer.
Micro geofences are one of the important elements of geotargeting. These are small locations of interest to a specific segment of the target audience. Using them allows ad campaigns to be customized with valuable, specific geographic information. Possible applications of geofences include:
- Offering targeting specific neighborhoods. When a user enters a geofence, they receive a message about a nearby café.
- Event advertising. Campaigns target locations near concert halls, convention centers, and other event venues. In areas with high event activity, users are often interested in offers related to food, lodging, and leisure.
- Increased competitive advantage. Advertising is customized to geofences where competitors are located. For instance, users receive a notification about a discount at a neighboring store as soon as they enter a competitor’s location.
These options attract consumers’ attention and demonstrate the company’s advantages. At the same time, the advertising should resemble a recommendation to be better perceived by the target audience.
How to use the weather for marketing purposes
According to neuromarketing research, weather influences consumer behavior. On sunny days, people walk more, while during colder periods, they seek comfort. This affects not only mood but also the choice of places to visit. For instance, in hot weather, consumers look for places to purchase refreshments. The cold season will encourage them to visit cozy family restaurants or pizzerias. These features can serve as the basis for promotions tailored to current weather conditions. For instance, offer discounts on cold drinks on a hot day, or promote takeout during inclement weather.
Seasonal promotions also increase audience response. With geo-targeting, users can receive personalized offers based on the season and their location. In the summer, users could receive ads for swimsuits, and in the winter, they could receive promotions for ski tours and warm clothing.
The role of triggers
Smartphones allow you to stay in constant contact with your target audience. They help you send relevant marketing messages based on a person’s location. Real-time triggers serve as a tool for this purpose. Such are:
- informing about a sale when a consumer appears near a store;
- advertising with a favorable cab fare;
- offering a discount on a certain category of goods at the moment when a person is near a point of sale.
Geotargeting yields high conversion and engagement rates. However, to achieve stable results, it is important to develop a well-thought-out strategy. Messages should be relevant and unobtrusive, and be perceived as useful recommendations rather than aggressive advertising.
