Creating a strong brand-consumer relationship
11 June 2018
Geofencing and driving footfall is nothing new to the industry of advertising… For the better part of 15 months Mobiclicks has been doing geofencing with the ability to measure accurate footfall into establishments in Real Time.
Turning Consumers into Shoppers.
Marketers spend a lot of time identifying their ideal audiences. But once they figure that out, how do they make sure those individuals actually make it to the register? When advertisers use location to understand consumers and deliver ads, they’ll see their ideal audiences go from strangers to shoppers to loyal customers.
Here’s how they can do this.
Before advertisers can bring consumers in store, they’ll need to get to know what they like. They’ll have to identify their needs and habits, discovering where they go, what they do, and when they shop: insights that will enable them to deliver perfect, personalized messages all along the customer journey.
We review all the data we receive from our publishing partners (about 4 million) and we create visualizations of that data so we can carefully look for patterns that seem suspicious or otherwise non-human. Our location data is scored based on those reviews as either a pass or a fail. Any publisher with data that has received a “fail” is blocked from providing data. Through this rigorous, ongoing process, we can ensure that our data is trustworthy every single day, and that our clients’ budgets are never wasted on inaccurate lat/long data that could be putting the store location in the middle of the ocean or a dam!!!
We can proudly offer pre-bid verification to our clients.
By analyzing location data, advertisers can begin to map out consumers’ past and present shopping habits. They can discover, for instance, that a new parent drops the kids off at daycare five days a week and visits the gym on Mondays, the grocery store on Tuesdays, and the mall on Fridays.
With our partners, Blis we use sophisticated technology to collect this data: Our Smart Pin technology makes sure that data is accurate by filtering out anything that looks suspicious. This dedication to accuracy is key: Brands will completely misunderstand their target audience if their location data is telling them an individual is at a McDonald’s rather than the gym next door.
Once equipped with present and historical location data, brands can get a holistic view of customers by pairing that information with other data sources, including demographic information, browsing histories, and shopping patterns. All this can indicate to marketers that the new parent has a high disposable income and has been browsing online at baby clothes.
The information about where consumers go empowers marketers not only to understand their ideal audiences, but also to engage with them, delivering personalized messages that will turn consumers into happy shoppers. But this doesn’t just happen with a single, well-placed ad. In order to encourage audiences to shop, brands must build relationships with them over time and they can do this by reaching out at different times of the day based on location data. A children’s clothing brand, for instance, can invite parents to browse their online merchandise when they are relaxing at home using the Wi-Fi.
Advertisers should start laying the foundation for a strong brand-consumer relationship by using both present and historical location data to usher these consumers in store. Brands can also deliver ads to these individuals when they come within a certain distance of a specific location, for example when that parent visits the mall as she usually does on Fridays, a brand can send her an ad with a store locator map to encourage her to browse baby clothes in person.
Most recently, our partners Blis have launched Futures, enabling brands to harness the power of historical location data and sophisticated algorithms to deliver messages at the moment most likely to bring consumers in-store. Futures identifies consumers most likely to visit specific locations, then provides advertisers a guarantee they will only be charged per consumer visit. This is revolutionary for shopper marketers looking to increase foot traffic and in-store sales, as it eliminates wasted money and boosts campaign performance.
We are redefining campaign success by combining footfall with real world sales data. With a global market research company which provide clients with consumer, shopper and retail market intelligence as well as analysis, enables us to measure actual in store sales uplift after exposure from a brands ad campaign.
If you found this useful, and would like to learn some more on location programmatic advertising to enhance your brand, please contact us at Mobiclicks
Christopher Wilson ~ Global Partnerships, Marketing & Sales Director Mobiclicks