How to Get on the Map with Location-Based Marketing [A Guide for Brands]

Location-based marketing enables brands to reach people at the exact moment of need with personalized content. Because of this, you can track the impact of advertising from multiple media channels to real-world outcomes like store visits and conversions. This understanding of media effectiveness yields greater efficiency and ROI for brands.  

So, how can your brand successfully implement geotargeting campaigns? It starts with a deep understanding of your customers and the ability to anticipate decision points in their daily lives. To do this, map out:  

• What’s your audience into? What are their interests—and the interests of others in their household? Are they running between kids’ activities on weeknights and need quick dinner ideas? Or do they enjoy making gourmet meals from scratch?

• What activities and events are on their calendars? Are they more likely to drive or fly for vacation this summer? Should you plan to meet customers at the airport or on the road?

• How, when, and where do they shop? Do they browse online then head in-store? Curbside pickup or delivery? Do they prefer to shop local? Geotargeting can and should complement any larger digital advertising and retargeting efforts.

• What’s happening in their community? Know what’s happening from sporting events and festivals to concerts and trade shows. Geofencing your location can keep your business top of mind while potential customers are in your neighborhood.

With these insights in hand, you can identify the right channel and message to create a contextually relevant experience for your customers. If you’d like any support along the way, we’re here to help. 

Approach us anytime.