Selling with location-based data

Location-based marketing on mobile runs on opted-in location data. The vast majority of location-based marketing is powered by opted-in GPS data, received from smartphones. That is, when someone opts-in to share their location with an app, the latitude and longitude data gathered from that app is what powers location-based marketing and analytics. There are other sources that can be used, such as beacons, Wi-Fi, and IP address as well. All of these also require opt-in permission to use.

The two biggest entities using this technology to sell digital ads to location-based audiences are Facebook and Google. The two capture a combined 57% of all digital ad spend in 2018.

Let’s explore how this works.  First data taking in is the location data.  It is then aggregated and then matched to a “point of interest”, which is typically a business. This is one of the most difficult steps in the process, as it requires up-to-date business information, keeping track of which stores open and close, categorizing them correctly, as well as keeping up-to-date footprints of buildings. Many times the next step is to enrich the data, appending other demographic or behavioral insights to it to build out richer audience profiles. Marketers create a method to build or select their location-based audiences using this data. The marketer will want to take action on those audiences, serving ads or content to them across mobile, desktop, social media, or programmatic advertising.

This type of marketing can be specially beneficial for brick and mortar businesses like  restaurants, retailers, and auto dealers. For e-commerce businesses that want audiences that visit specific retail locations like competitors that sale similar product or seasonal, annual, or themed events like conferences and trade shows can also benefit.

A few examples of types of location based data technology.

 

  • Geofencing –Find real-time visitors.  Geofencing is creating a virtual barrier around a location. This can either be a radius around a large location, or a very specific building footprint. The word “geofencing” can also be used to refer to advertising when someone enters that virtual barrier. They may receive an alert, push notification, or an ad within a mobile app based upon that current location.
  • Geotargeting – Find past visitors to their locations. Geotargeting refers to delivering ads to people that were previously in, a specific location. Geotargeting refers to serving ads based upon historical location visits to points-of-interest, rather than serving ads based upon the current real-time location. Also known as geofencing campaigns.
  • Geoconquesting – Find Competitor’s visitors.  Geoconquesting refers to serving ads to people when they are currently in, or were previously in, a competitor’s location or locations. This tactic uses technology such as beacons or NFC to trigger ad delivery, alerts, or content to a smartphone that is within just a few feet of a specific location.

data based tech

 

Hashtag it!

By: Monica Peña   (@MUNDUmedia)

A hashtag is a word or a phrase prefixed with the “#” symbol which helps describe a subject and allows it to be found again by browsing or searching.  The short messages used through hashtags can be used on social sites like Twitter, Instagram, Pinterest, Google+, and now Facebook to highlight an important word/subject or help brand a message whether before, within, or after the body of a post. Here are some important facts and uses for hashtags that will help:

  • If a hashtag is promoted by enough individuals, it may “trend” and attract more individual users to discussion using the hashtag. On Twitter and Google+, when a hashtag becomes extremely popular, it will appear in the “Trends” area of a user’s homepage.
  • If wanting to focus in a particular geographic area, it may be wise to add these types of hash tags: #Austin #Texas
  • Hashtags do not contain any set definitions, meaning that a single hash tag can be used for any number of purposes by those who make use of them.  People often use different spelling or words to refer to the same topic. In order for topics to trend, there has to be a consensus, whether silent or stated, that the hash tag refers to that specific topic. Do your research.  Search for categories you or your company fall in to see what is presently being used.
  • Hashtags also function as beacons in order for users to find and “follow” (subscribe) or “list” (organize into public contact lists) other users of similar interest.
  • Certain hashtags have become popular on certain days like #FF (Follow Friday for Twitter users to be followed by any other users handles to give them kudos) or ones used just for humor like #Caturday
  • Hashtags is an excellent tool for events to brand an organization, connect with other attendees, or get updates on information that may have been missed. Overall, the use of the hashtag helps create a buzz for future attendees as well as present.
  • Make sure when creating a hashtag, that it is as short as possible; as some of the platforms have character limitations and the shorter the more memorable.
  • Try using Tagboard, a social media hub for hashtags that searches multiple social platforms for post with hashtags.

Hashtag for Social Media