Online actions such as a person’s search history or the brands they like on social media platforms fall short in telling the full story of genuine consumer behavior. Offline behaviors, however, prove to be more indicative of a consumer’s likes, dislikes, and hobbies. During a time when people go fewer places, where they go tells us even more about who they are.
True hyperlocal advertising revolves around mobile location data. The intersection among time, place, device, and creative is the sweet spot that we’re aiming for here. By harnessing mobile location data, digital marketers can employ smarter audience targeting, deliver more timely and relevant ad messaging, generate more foot traffic, and measure the offline results of online marketing efforts.
If you’re looking to add location-based advertising to your digital marketing mix, here are some effective tactics that can help you boost in-store visits.
What about the tech adoption accelerants happening on the supply side? Tech giants who provide marketing and operational tools for local businesses have been in hyperdrive over the past few months to roll out new Covid-era features.
Here are three areas where we’re seeing the most activity … and where we could correspondingly see the most local business evolution.
With consumer behavior changing quickly, and so much about the future in flux, retailers are working harder to get a complete understanding of their shoppers as they go about their journeys between the digital and physical worlds, says Ubimo Co-Founder Ran Ben-Yair. Strategies specifically designed to target high-intent shoppers are moving into the forefront, as large retail brands come to terms with the unprecedented challenges of this new reality.
During a time when many other types of advertising have faltered, out-of-home (OOH) advertising is having a moment. Despite a nationwide pandemic, OOH activations are on the rise. Political spending on OOH media is up 75% compared to the same period in 2018, and direct-to-consumer brands are seeing increases in both aided and unaided brand awareness.
What’s driving the push? According to Quan CEO Brian Rappaport, there’s been a distinct change in consumer traffic patterns since the pandemic began. Brands that are capitalizing on those changes are reaching targeted groups of consumers at “firesale” prices.
Today, marketers have the luxury of being able to see consumers through the entire advertising funnel, enabling them to target consumers based on where they are in the buying process — from introduction of a product all the way to purchase intent. Brands have the ability, either in-house or via third-party vendors, to create and target ads that scale cross-device and cross-channel, reducing repetition, eliminating ad fatigue, and enhancing consumer experience throughout the funnel.
They can, and should, A/B test different messages, offers, and calls to action in real time to determine what resonates with each consumer down to the color of the button that generates more engagement. Marketers can do all of this across programmatic display, video, social, on YouTube and over-the-top (OTT) TV. So, why aren’t they?
Nearly 60% of respondents overall said they’d be at least somewhat willing to pay for social media, and that figure could likely climb if a small monthly subscription fee were added. Twingate contends that Facebook/Instagram would only need to charge users $2.07/month, and Twitter $1.61/month, to earn via subscription fees what they earn via ad revenue. Respondents said they would pay $5.24 and $4.75/month, respectively.
But inertia and apathy are strong, money is even tighter outside the US market, and surveillance advertising, and the size of its audience, are the X-factors that catapulted Facebook to the top of the global corporate order. I’d bet Google, Facebook, and, increasingly, Amazon, will be slow to give up the surveillance revenues and walled-garden ecosystems that have made them this century’s most powerful corporate actors.
Localized ad platforms could also see an increase in use in the coming months among SMBs that want to cut down on unnecessary costs. Many of the localized ad platforms aimed at the SMB market take a self-serve approach, allowing business owners to adjust their budgets and adapt their strategies as conditions evolve.
Here are five localized ad platforms that are focused on helping merchants get back on their feet.
Advertising in 2020 is about the use of precision data, iterative learning, and the ability to be everywhere to a niche group of users.
A key element of success for many advertising agencies, and their clients, is the deployment of a demand-side platform. In this article, we’ll talk about what they are, how they are integral for location-dependent advertisers, and how you can access them.
After huddling with the editorial team about our July theme, we all agreed that it could be time to mix it up a bit. So we’re returning to a meat-and-potatoes theme in our lineup: Targeting Location. This will allow us to talk about something else while acknowledging Covid-19’s still rampant status.
What do we mean by “Targeting Location?” A central issue for location-based media and commerce, this is the moving target of how to pinpoint and optimize strategies around device location. It includes topics like location-targeted ads, building audience profiles, attribution, paid search, and location data strategies.
The margin for error is thin and every dollar counts. Accuracy and precision are top of mind, as advertisers continue to long for reliable data to make the most strategic decisions in their advertising spending, especially in the digital space.
Advertising technology and localized marketing platforms built their business on the use of GPS signals to provide real-world KPIs like foot traffic attribution, allowing businesses large and small to go beyond the click to reach and engage more precise audiences. And while this technology has certainly improved from its early days, it can only go so far without the introduction of another dimension: z-axis.
Location is a prime indicator of our interests, purchase habits, and daily behaviors. Where we go defines who we are, and in the Covid-19 world, location continues to tell that story, even if the story has changed for many of us as we practice social distancing.
Marketers continue to command vast data sets for campaign targeting. Here are six data sets, powered by location behaviors, that marketers can use to build awareness, generate leads, and drive sales.
Last month, we shared the results of a study of consumer behavior in the first phase of the pandemic. The study based its findings on analysis of Google My Business Insights data for multi-location brands whose online presence is managed by Brandify, covering some 16 different business categories.
Today, we’re updating that study with data from the month of May — data that demonstrates clear evidence that consumers are returning to stores and other places of business that were hard hit by the shutdown. Our findings show, however, that recovery for suffering businesses may take quite a long time. And by contrast, some businesses for whom the pandemic resulted in a boom in activity are still showing remarkably high consumer traffic.
Brands are also facing unprecedented demand for online orders. For example, retailers within Radial’s network witnessed a 70% increase in orders in April 2020 compared to their order volumes in April 2019. As shopping habits continue evolving in the wake of Covid-19, omnichannel options will be imperative for business continuity.
Retailers are finding that developing an omnichannel experience for shoppers is no longer a modern, unique competitive strategy. It’s now a requirement for any retailer looking to power through what the unforeseeable future has in store. Here are four essential Covid-19-era strategies.
Retailers have dozens of ways to go when implementing contactless payments in brick-and-mortar stores. The best option usually depends on the retailer’s size and budget. Smaller businesses tend to rely more on app-based contactless payments and mobile solutions as a way to minimize the costs associated with integrating an entirely new point-of-sale system.
Here are six mobile payment and contactless payment options that retailers can use to help curb the spread of coronavirus inside their stores.
New consumer insights uncovered by Resonate are painting a picture for what to expect as lockdown restrictions start to lift. According to our latest wave of consumer sentiment research, shopping behaviors are already starting to shift dramatically. But that doesn’t mean consumers are fully ready to resume their previous daily lives, particularly when it comes to venturing into stores.
In this episode of Location Weekly, the Location-Based Marketing Association covers PopID and Wasserstrom releasing a facial recognition and temperature screening system, Locomizer launching its High Streets Recovery Tracker with Centre for Cities, Mobiquity Technologies releasing “hot spot” algorithms to measure Covid-19 traffic, and Moving Walls acquiring Ahoy.
How do local restaurants implement coronavirus-driven changes, and what role will technology play in helping those businesses reemerge from lockdown status?
Statewide regulations, like sanitizing protocols and spacing between tables, are in many ways easier for restaurants to implement because they are clear-cut. Certain diner expectations are harder for restaurants to gauge, and that has presented a new opportunity for technology providers catering to the restaurant market.
Ultimately, we know that people will go back outside. And they’ve already done so, with the average distance traveled amongst Americans up at least 28% since the first week of April, according to Geopath and Intermx. With more consumers back out on the roads, OOH will rebound to “become more valuable than ever.” Now is the time for agencies and brands to get ahead of competitors, revisit their OOH strategies, and smartly phase them back into plans.
Here are five things to consider.
Could forced adoption of alternative shopping methods like curbside pickup lead to user acclimation? Will millions of shoppers get exposed to the merits of these streamlined options and like what they see? Will new habits be born that sustain throughout normal times?
If so, these technologies — along with virtual-office enablement — could benefit from this period as a blessing in disguise for exposing their value propositions. But who stands to benefit most? We’ve identified five local commerce tech areas to which this could apply.