Generating qualified leads is the foundation for every business’s digital marketing strategy and with so many ways to get this done, it can also be one of the most challenging. This is where location-based techniques come in handy.
Tracking potential customers within a specific location while learning about their consumer buying habits is one of the most cost-effective and efficient ways to build and establish quality sales leads.
Geo-fencing is a location-based advertising technology powered by data to target users who visit specific geographic areas. Marketers can use this technology to set up virtual “fences” in selected locations that deliver ad messages to a desired audience. These geographical targeted areas can be as specific as streets or buildings, or as wide as a neighborhood. These messages range from push notifications and texts to ads on social media and websites.
Basically, once a geo-fence is set up any customers who enter that zone will be sent a targeted ad. And even better, that person can be re-targeted for up to 30 days.
BETTER DATA, ROI, ENGAGEMENT AND EFFICIENCY.
According to a study by Skyhook, brands can expect as much as a 20% increase in conversion by adding location data to their ad data.
Whether you are trying to deliver in-store promotions or work off of location information, you can easily strategize using a virtual boundary.
Event-targeting is another form of location-based mobile advertising that offers a turnkey solution for businesses looking to target audiences that gather for sporting, seminars, entertainment, and other events.
This data can be used on a more precise level to attract a specific audience. When a prospect enters a pre-defined, geo-fenced location during a set timeframe, they can be delivered ad messages both during the event and for up to 30 days afterwards. (Geo-fencing tactics, such as event targeting have a pretty long lifespan) This strategy will allow you to gather down-to-the-hour, specific information about potential customers and what their interests are.
Both mobile targeting practices are useful and effective for generating quality leads when done properly. It’s all about reaching the right customers, during the right time, at the right place.
You can now gather the what, where and why your audience is in a specific location, and we’re here to give you the how. To learn more details on incorporating Geo-Fencing or Event Targeting into your marketing mix, contact one of our Digital Strategists at the Inquirer Solutions Group firstname.lastname@example.org.