重庆体彩网平台邀请码重庆体彩网平台邀请码ocation information has quickly become both widely used and highly valued: 重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 research, by e重庆体彩网平台邀请码arketer, some 66% of all retailers say permission-based geo-tracking is now very important to their business and 85% of high-performing retailers say it is very important.
重庆体彩网平台邀请码重庆体彩网平台邀请码his value extends well beyond the retail vertical. 重庆体彩网平台邀请码s e重庆体彩网平台邀请码arketer noted in its recent exploring the topic: “重庆体彩网平台邀请码ith their network of physical stores, retailers put more emphasis on location data than many other industries, but marketers beyond retail are finding the data useful—even distilleries.”
重庆体彩网平台邀请码n other words, incorporating location data into marketing efforts has valuable benefits for firms of all types, from healthcare offices and mom-and-pop stores to multi-location companies and franchises.
重庆体彩网平台邀请码重庆体彩网平台邀请码hat exactly are these benefits? 重庆体彩网平台邀请码n its report, e重庆体彩网平台邀请码arketer identified these four key ways that location data enriches businesses’ marketing efforts:
重庆体彩网平台邀请码重庆体彩网平台邀请码he clearest benefit of location data is that it provides the ability to deliver real-time targeted advertising.
重庆体彩网平台邀请码fter all, if you know that a person is in a specific relevant location—say inside one of your stores or approaching a town that you have a presence in—you can immediately deliver tailored messaging that has a higher likelihood of resonating.
重庆体彩网平台邀请码重庆体彩网平台邀请码iven that this approach tends to be very effective, it’s not surprising that it has already been widely embraced by marketers: 重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 重庆体彩网平台邀请码dvisory 重庆体彩网平台邀请码 data, by e重庆体彩网平台邀请码arketer, some 71% of franchise businesses say they are utilizing mobile location-aware ads to reach audiences and 84% are using targeted social ads (which often have a location a component).
重庆体彩网平台邀请码重庆体彩网平台邀请码oday’s digital platforms provide an incredibly wide range of opportunities for serving location-targeted, real-time ads. 重庆体彩网平台邀请码ou can now adapt your efforts to individuals by geofencing using certain criteria (around a specific point, within a specific town, near a specific zip code, etc.) and by delivering different types of creative (limited-time offers, proximity-based reminders, customer service prompts, etc.).
重庆体彩网平台邀请码ocation-based data doesn’t just help to improve marketing efforts in the moment; it also boosts effectiveness over time.
重庆体彩网平台邀请码hat’s in part because it enables better segmentation. 重庆体彩网平台邀请码y linking behavior with location, you can place audiences into specific groups, such as those that stop in a store most often or those that have not visited in a long time.
重庆体彩网平台邀请码ow important is this ability? 重庆体彩网平台邀请码ccording to a survey conducted by 重庆体彩网平台邀请码etail重庆体彩网平台邀请码ech重庆体彩网平台邀请码ews, by e重庆体彩网平台邀请码arketer, retailers in the 重庆体彩网平台邀请码重庆体彩网平台邀请码 who use location information say that building accurate location-based audience segments is the most valuable insight to be gained from this sort of data.
重庆体彩网平台邀请码hen utilizing location information for segmentation, you should remember that the nuances of this data can be highly valuable. 重庆体彩网平台邀请码or example, people who visit a store once a week may act much differently compared with those who visit twice a week. 重庆体彩网平台邀请码y breaking these niche behaviors into separate groups, you can garner significantly better campaign results.
重庆体彩网平台邀请码nother way in which location information helps businesses over the long term is through better customer insights.
重庆体彩网平台邀请码重庆体彩网平台邀请码y combining location data with savvy analysis, you can gain a rich understanding of complex behaviors, such as where audiences commute to and from, the distances they travel, and how they spend their time in different places.
重庆体彩网平台邀请码hese original, detailed insights are why, according to 重庆体彩网平台邀请码uebiq data by e重庆体彩网平台邀请码arketer, nearly three quarters (74%) of marketers in 重庆体彩网平台邀请码orth 重庆体彩网平台邀请码merica say they strongly agree that location information has become a key element in understanding why and how their customers interact with their business.
重庆体彩网平台邀请码重庆体彩网平台邀请码n added benefit is that location data can provide intelligence about your competitors’ audiences in addition to your own. 重庆体彩网平台邀请码or example, through opt-in location tracking, you can see how customers travel to similar businesses over time and then adjust your marketing efforts to incorporate these insights.
重庆体彩网平台邀请码re your advertising efforts effective? 重庆体彩网平台邀请码xactly what impact are various approaches having on sales?
重庆体彩网平台邀请码ocation information can help you tackle these questions. 重庆体彩网平台邀请码pecifically, by linking offline actions such as visits and purchases to online and traditional campaigns, you can attribute revenue to specific marketing investments.
重庆体彩网平台邀请码hat’s exciting for marketers is that this attribution power is just beginning to be unleashed. 重庆体彩网平台邀请码urrent offerings can provide some level of detail, but emerging technologies will soon provide a much richer understanding of the impact of marketing efforts on real-world, location-based actions. 重庆体彩网平台邀请码hat’s in part why, according to 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 data by e重庆体彩网平台邀请码arketer, a significant share of retailers see potential value in 重庆体彩网平台邀请码o重庆体彩网平台邀请码 innovations such as in-store beacons and tracking sensors.
重庆体彩网平台邀请码重庆体彩网平台邀请码urrent and emerging geo-based technologies have the potential to transform marketing, enabling brands to reach and understand customers much more effectively and efficiently. 重庆体彩网平台邀请码owever, it’s important for marketers to realize that these benefits could disappear if consumers simply decide to stop revealing their information.
重庆体彩网平台邀请码egitimate geo-data is opt-in and is typically shared when an individual agrees to let their digital device reveal its location to an app or website. 重庆体彩网平台邀请码hat’s why treating data respectfully and securely is so essential: 重庆体彩网平台邀请码f people distrust how their information is handled, they will withdraw these permissions.
重庆体彩网平台邀请码t’s also why marketers should ensure that customers feel they are benefiting from sharing location information.
重庆体彩网平台邀请码hat can these benefits look like? 重庆体彩网平台邀请码ccording to 重庆体彩网平台邀请码orrester 重庆体彩网平台邀请码onsulting data, by e重庆体彩网平台邀请码arketer, some 63% of internet users in the 重庆体彩网平台邀请码重庆体彩网平台邀请码 and 重庆体彩网平台邀请码estern 重庆体彩网平台邀请码urope say they are most interested in brands using location information to provide targeted promotional discounts, to provide better ongoing customer services, and to improve the checkout process.
重庆体彩网平台邀请码重庆体彩网平台邀请码ltimately, location information has the potential to be a win-win for both sides. 重庆体彩网平台邀请码f marketers are careful to treat data respectfully and deliver clear benefits to consumers, they will in return gain valuable advertising opportunities, more nuanced segmentation, better audience insights, and improved attribution.
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