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Location-based mobile advertising is poised to take off. People spend most of their days with a mobile device near at hand, making it an easy choice as the channel to reach them with your latest and greatest marketing offer.
Recent examples of location-based mobile ad campaigns include Microsoft, who according to this report in Ad Week, set 10-mile geo-fences (Ad Week also has this excellent infographic explaining how geo-fencing works) around 75 of their retail stores, and then targeted consumers as they came into the geo-fenced area with the aim of driving footfall to their retail stores. It seems to have been highly effective, creating an 89% increase in number of store visits (as compared to a group who didn’t get the ads).
As reported on Mobilemarketing.com, Coors Light is another brand that has made great use of this medium. When consumers clicked on Coors Light ads placed in apps or on sites such as CBS News, a branded map popped up showing local bars selling Coors Light beer.
Now Facebook, who has successfully harnessed the power of mobile advertising to fuel enormous revenue growth this year, has announced a new location-based mobile ad format that could drive spend exponentially. Called ‘Local Awareness’ the format is aimed specifically at driving footsteps to local small businesses and according to this Facebook blog post, is a response to feedback from advertisers who felt that “an ad’s reach is far more important than the engagement it receives (things such as clicks, comments or likes).” Creating an ad works much the same as a regular Facebook ad, but here you have the option of selecting the size of the radius around your business. You then select further filters including age, gender and budget limitation. You can also choose a call-to-action, such as ‘get directions’ to really help drive traffic.
Location-based advertising has a big role to play in B2B campaigns as well. Take this example of global B2B business insurer Hiscox, who used location-based ads in combination with their outdoor advertising, essentially re-iterating the campaign message with a mobile ad when the target demographic was near to an outdoor print ad.
In the interest of capitalizing on this relatively new way to target your advertising, here are 5 tips to make the most of your next location-based mobile advertising campaign.
If you are a brick and mortar establishment, it’s easy to set a geo-fence within a few hundred meters of your store to drive traffic. But if you sell product to resellers, retailers or other secondary parties it can be a bit trickier. Have your list of retailers handy and keep in mind the density of the city or town you are targeting. Cities and urban centers should utilize smaller geo-fences as your audience is more likely to be walking, whereas suburbs or more rural locations can use larger fences to entice drivers. Also consider targeting the locations of competitors – if you can reach someone with a great deal first, you may be able to redirect them your way before they purchase elsewhere.
You don’t always have to make a direct attempt at your customer’s wallet. If you can provide directions around your sprawling department store or great tips on nearby restaurants or landmarks, customers will remember it and build a positive attitude toward your brand. Feeling taken care of greatly enhances the customer experience, providing dividends down the road like positive reviews, personal recommendations to friends and, of course, repeat business.
When you make offers to people through their mobile devices, it follows that they might then decide to learn more about your offerings through that same device. As such, make sure your company website is mobile ready. There are numerous ways to code your site so that it looks just as good on a smartphone as it does on a laptop – make sure you aren’t the one whose site takes forever to load and is impossible to navigate. Responsive website design is critical when interacting with potential customers across multiple devices.
While this may be a Marketing 101 subject, it is still absolutely key to bringing in customers. Sharing immediate promotions, rewards and coupons with nearby shoppers can make the difference between a visitor and passer-by. Special offers do double duty by rewarding repeat business – especially when combined with a simple secondary action such as checking in, liking or following through social media. Those who act on them are those who are the most interested and the most likely to redeem the coupon.
Take advantage of the customers already in your building by sharing additional specials, pointing toward popular items or offering discounted upgrades for services. By providing extra discounts once someone has already decided to shop with you, it feels like a pleasant gesture, not more advertising.
Follow these tips and you’ll be sure to get your location-based mobile advertising campaign off to a great start. For more tips and news, sign up for our monthly newsletter.
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