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Hyper Local Targeting & Geofencing are Changing the Game for Marketers

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What if you could target your company’s current and future customers that can be found within a geographic area as small as a 150 feet? There are several ways to target online audiences based on geographic location. You can target broadly against an entire market (this could be a certain city or zip code) or as precise as inside of a building of your choice.

Location, Location, Location!

How does it work? Today, our mobile devices are continuously transmitting their location by giving off a device ID.  This is how your Lyft driver finds you, how you can get nearby restaurant recommendations, or how you can use Google Maps to find your way home.  These same device IDs can be identified by utilizing longitude and latitude and then deployed within online advertising campaigns.

When consumers load websites and apps that accommodate advertising, Mogo can identify these devices and target those users with advertising messages, all in a privacy compliant manner. Mogo creates custom segments based on observations of location based consumer behaviors.

We create five custom behavior segments based on location-based consumer behaviors. These include place based, time based, frequency based, event based, and activity based behaviors. Place based behaviors include visitation to specific places of interest or various businesses. Time based behaviors include a consumer’s current location and previously visited locations. Frequency based behaviors include routine behaviors. Event based behaviors include attendance at specific live performances or events, such as sporting events or concerts.  Activity based behaviors include digital activity, such as app usage or website pages visited, or physical activities such as driving between home and work.

Ideal for Reaching Consumers

Cell phones are ubiquitous for consumers today. We take them everywhere and constantly use to them to perform tasks, communicate, and navigate the world around us. In fact, according to a 2016 Apple study, consumers check their phones an average of 80 times per day, with millennials checking 150 times per day. 

The Power of Location Psychology

Our physical location can be a powerful indicator of our demographics, interests, and intent.  With location, marketers can deploy location based strategies tailored to the target audience like:

College and Professional Sports: Target fans that are in bar/restaurant districts before the game, fans currently in the stadium at the the game, and everyone that has attended previous games.  It can also be used for driving sponsorship activation and merchandise sales.

Public Media Stations:  Target people who are within or were previously within the counties that your station's over-the-air signals can reach.

Higher Education: Target within 50 feet of commuter rail lines to reach working professionals who may be interested in pursuing an advanced degree or target college and/or job fairs.

Theatre & Performing Arts: Target previous attendees of the ballet or opera, marketing to those who attended the Nutcracker with the next performance. You can also target tourist areas, highlighting highly visited tourist destinations to capture an out-of-town crowd.  

Museums: Target previous museum attendees with ads for the upcoming exhibition and conquest against attendees of other museums both past and present. Have a brand presence around your organization to capture walk up ticket purchasers.

Financial Services: Leverage historical location data against consumers who have recently been inside your branches for upselling. Conquest against other banks' locations or customers who have visited a competing institution.

Factual Data  

At Mogo Interactive we have several sources of location data, but the partner we have found to have the most accurate and effective data is Factual. This is the location data that some of the largest and most advanced advertisers use, including Facebook, Uber, and The Weather Channel.

Factual has aggregated 100MM+ places across 466 different categories, in 29 languages within 50 countries. This company is processing 600 billion data points per month to validate location data and to process the location requests used in campaigns.

Location Based Targeting Case Study

Last year, Google published a case study about Mogo's use of location targeting to drive ticket sales via Ticketmaster for Ringling Bros. Barnum & Bailey Circus.

Location Strategy

The target audience was mothers with children who lead busy, fast paced lives and exhibit  highly mobile behavior. The strategy was to target them while they were within the physical confines of children's retailers. This allowed us to capture the audience within these micro moments when they went online to check the news or engage with websites/apps and deliver them marketing messages about the Circus.    

To reach mom’s with children we targeted the following retailers:

  • Gap Kids
  • Kids FootLocker
  • Coldstone Creamery
  • Build-A-Bear Workshops
  • Chuck E. Cheese
  • Baskin Robbins Ice Cream
  • A Children's Place
  • Abercrombie Kids
  • Gymboree
Results

The results were fantastic. Recognizing that it's often difficult to complete a purchase on a cell phone in the moment, we measured the ticket sales of those who had received the marketing messages within the retailers that occurred at a later date on alternative devices, such as like tablet or laptop.  Measurement from these purchases in Ticketmaster included the shopping cart revenue, order ID, and more.  

Our team at Google was so impressed with the location strategy and results that they asked to showcase Mogo Interactive in a case study they published globally. You can see case study and detailed results HERE.

Topics: Digital Marketing Best Practices, Digital Trends

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