Target your Customers with the art of “Where”
It is well said that ‘Data is the new Oil’ but ‘Location data is the Rocket Fuel”.
So it’s high time, organizations should leverage this rocket fuel to boost their sales and one of the widely used methods for that across the globe is via Geomarketing.
It helps an organization to engage with their audience with quality, relevant content that’s hyper-targeted to where they are now and it can help businesses which operate both online and offline to cross-pollinate their offers, encouraging mobile users to shop in-store, and vice versa.
Although there are multiple dimensions which are associated with the utilization of location intelligence for marketing, some of them which hold upmost relevance are discussed below:
1. Content Personalization
Just like “Every shoe fits not every foot”, effective personalization of content is required to attract customers based on their location.
For instance, an organization sells apparel for all types of weather in a country like India where north experiences winter but the south never really does. Does it make sense to show winter wear to customers in the south?
In fact, a recent study of location data use by Factual found that more than 80% of marketers use location-based data to personalize the customer experience and have gotten excellent results:
2. Location Analysis and Business Expansion
In case of your business expansion or opening a new store in another location, one of the first questions to answer is where. Geomarketing turns out to be an important tool to solve this issue, as it helps to know about the client in depth and also find the best areas where people with this profile are.
This enables organizations to get detailed insights about consumers such as:
- Familiarity with particular brands
- Their mode of transportation
- Weather and seasons they experience
- National or city-specific holidays and festivals
- Potential recreational activities
3.Location Based Pricing
Whenever a brand holds its presence across the globe then devising a pricing model that suits customer’s spending capabilities, as well as the organization’s business model, always creates a competitive advantage for that brand.
Source: Baymard Institute
Based on the user’s location, the brand can redirect them to their site with the appropriate pricing, currency, and language information.
This not only impacts the overall pricing for the consumer but also helps him in getting the item at a suitable shipping price.
4.Location Based Targeting
One way to create nuanced personalization and cater to the needs of a growing list of users is via geo-targeting. This is where an organization sends highly targeted content to the users based on their location.
As it has already been highlighted in one of our previous blog which highlights the challenges faced by retail stores to increase the footfall in the store, there are multiple ways to overcome the problem/issue by implementing some of the methods mentioned below :
- Sending a text notification when potential customers arrive in the vicinity of a physical store
- Showing advertisements on social media based on audience location
- Providing success stories on product pages based on where site visitors are present
The classic example of location-based targeting can be seen by New York ice cream store, Van Leuween
Image Source: adweek.com
This store provides users with a mobile payment option and used this feature to track the location of the user via the PayPal app. As a part of this campaign, users were required to install the PayPal app on their mobile and link it to their PayPal account. Once that is completed, the app used geolocation to detect when a consumer was near a Van Leuween store and thus provoke them in-store with special offers and deals.
5.Enhanced Customer Satisfaction
The content specific data always allow organizations to connect more personally with their site visitors. This is because if during the first three seconds of site visit users browse through a familiar landscape, city-specific promotion or a credible brand, then they are more likely to spend the next thirty seconds pursuing your sites and clicking through to learn more.
Tripadvisor has demonstrated that in a similar fashion by making a purchase on their website even swifter by automatically filling in your “from” destination based on your IP address, so as to enable very few clicks between first-time impression and booking a flight for our holiday.
With this Tripadvisor tries to increase the odds that they’re suggesting a vacation that’s been on the site visitors’ radar — a place that is popular enough that a friend or relative would have recently recommended
6. Want to leverage location intelligence for marketing?
If you are an organization, who is looking for a solution that can utilize your prospect’s location and helps in building targeted campaigns to enhance sales, then we at Searce will be more than happy to do that. We will utilize our location intelligence expertise and deliver a robust solution within the agreed timeline. If you are interested in learning more about Google Maps, have a look at our fun new Web Series — Mapisodes.
Do reach out to us, we are just a click away.