Going live in AFRICA…with Location
6 July 2018
Mobiclicks, powered by BLIS, the world leaders in Location Behaviour Advertising have launched location advertising in 6 countries throughout Africa. It’s no secret that our physical and digital worlds have been converging for years now, the technologies we use each day are growing more sophisticated as we continue to move through physical locations like our homes and workplaces, stores, parking lots and gyms. Location data has further blurred the lines between the physical and digital, as our phones can now pinpoint our location down to a specific city, street, or corner of the room.
As mobile devices give us more than just a way to call or text friends and family, they are our maps, books, radios, and miniature shopping malls, they connect us to the world. We turn to them for news, entertainment and answers and from dawn till dusk, we keep them at our sides like our most faithful companions.
For advertisers, these trends present remarkable opportunities for growing engagement and boosting sales. One key example is how location data is empowering brands to drive foot traffic. The untapped potential is staggering. When executed properly, mobile can allow for the ultimate creative experience. When it comes to storytelling and creating an emotional connection with the user, this highly personal media is hard to beat.
So it’s no wonder mobile devices have become integral to an advertiser’s ability to reach their ideal audiences at every stage of the sales funnel. Here’s how brands can employ effective mobile advertising strategies to acquire, engage and retain customers.
- Win Over New Customers – One of the best ways for advertisers to identify new audiences is to see where they shop, but without access to a competitor’s first-party purchase data or information about their website traffic, how can advertisers find this out?
- Mobile devices provide the answer – By revealing where consumers go, mobile location data can tell brands which consumers spend their time browsing similar products at a competitor’s store. Let’s say retailer “A” wants to reach out to consumers who usually shop at their competitor, they can use location data to identify—then target, those who frequently visit the competitor yet still live near retailer “A” store.
Brands need to be careful before jumping to conclusions about consumers. Real-time location data provides important insights, but they can be strengthened when paired with historical location data.
For example, just because someone visits a high-end boutique like Chanel, it doesn’t mean that person has the budget to shop there—they could just be browsing. How can an upscale fashion brand find out which of those Chanel visitors are actually potential shoppers? Here, historical location data can help. It can reveal, for instance, which of those visitors go to private airports a few times a month or regularly visit Giorgio Armani or Versace stores. Chances are, these consumers will be a better bet for the fashion brand seeking to acquire new customers.
Keep them interested – What’s the first thing you do when you wake up in the morning? For most of us, it’s look at our phones to turn off our alarms before checking the weather and scrolling through our Twitter feeds. And throughout the day, we continue to stare down into the faces of our mobile devices: checking the news on the train, sending an email between meetings, or watching videos from our living room sofas.
In order to engage consumers on the devices we use day in and day out, advertisers will need to serve ads that make sense for the consumer journey depending on where they are during the day. To do this, advertisers must first ask the question: What do consumers want to see on their mobile devices and when? Consumers spend a third of their time online watching videos but they aren’t going to watch a 30-second video ad while walking down the street.
To boost engagement, brands can use knowledge about a consumer’s historical and real-time whereabouts to reach them at the time and place that will produce the greatest level of engagement. To effectively grab the attention of a consumer that’s out and about, a banner ad may work best. Later that evening, when the consumer is at home using a tablet or laptop, a longer video on a larger screen may work well.
Inspire Loyalty – How can brands make sure they retain the new and existing customers they’ve worked so hard to gain? They must first recognize and show appreciation for their most loyal customers.
Most advertisers identify loyal customers by looking at newsletter subscriptions and online purchase histories, but they may be missing other valuable customers who prefer to shop in stores. By identifying devices that frequently visit a brand’s store location, advertisers can make sure they are recognizing—and thanking—all their biggest fans. When an existing customer comes into a store a certain number of times, for example, advertisers can deliver a thank-you message—perhaps offering the loyal customer a generous coupon to redeem in-store.
Using location data for behavioral targeting requires both precision and accuracy. We are committed to delivering both. For what we do and what our clients expect, we need to be exact.
Christopher Wilson ~ Global Partnerships, Marketing & Sales Director Mobiclicks