It is the dream of any brand to reach out to relevant target audiences by promoting products and services. But not aggressively pushing ad banners to consumers, marketers should find an efficient way to communicate their message at the right time and in the right place.
To make the advertisement truly relevant, you need to integrate Geotargeting for running successful marketing campaigns. That’s where mobile advertising technologies come into play, offering interactive creatives, advanced audience targeting, geotargeting, and much more to advertisers.
Mobile geotargeting is essential for any advertiser. It uses GPS, Wi-Fi and IP data to reach customers and inform them about existing or new products. Brands and advertisers should make the most of it, because developing a targeting strategy can save a lot of money that would otherwise go to promoting your products in irrelevant places or cold audiences that are not going to convert.
Device-based Geotargeting: A Perspective
Also called mobile/ smartphone geotargeting, it refers to the user intent and device on which they search for particular brands or services.
These days, most people use mobile and smartphones while searching for a particular product or service. A recent report from Statista, including an industry-wide analysis of search volume, states that 61% of search queries worldwide originate from mobile devices. That’s why advertisers need to target those users.
When advertisers use the geotargeting feature, they also pay close attention to ‘near me’ keywords or other specific terms used in LSE (Local Search Engine). It’s a win-win situation for both the prospects and the brand.
Mobile Geo-Targeting Vs Geo-Fencing: What You Should Know?
Geotargeting works well on mobile and other portable devices, including tablets and smartphones. When you optimize your online campaign using advanced geotargeting features, it also considers the interests and preferences of users. Geofencing is another mode of getting your message to every relevant user in a specific area. Whoever enters the fence will receive a push notification (via branded app) or display ads about that particular product or service. It also includes the people who may have recently left the area.
What can be better than advertising sport-related goods or services to sport fans that come to large games or competitions? Advertisers just need to define (geofence) the area of people gathering, set up attractive creative, select the target audience and launch the ads that will be displayed to prospect consumer in the most relevant time, place and environment.
Benefits of Geo-Targeting Mobile Users
Better ROI
Location targeting on mobile and other smart devices is essential. These days, most people use mobile and smartphones for reading news, shopping, gaming, socializing and simply internet surfing purposes. Advertisers can get more benefits and increase ROI by targeting mobile users looking for particular products and services than PC users.
Offers Real-time Information
Using the benefits of location targeting, technology use real-time information to determine the location of your target audience (anonymized) and show them relevant ads through mobile web and apps. The feature will also help you find the potential target audience who may be interested in buying your product or service. Don’t forget that there has been over a 100% rise in the number of online searches made online.
Tracking and Reporting
If you opt for Ad Retargeting, you must understand the necessary metrics and reporting tools. Using such insights, you can strategize your future online campaigns accordingly. These reporting tools also indicate consumer changing preferences and emerging trends.
At the same time, you also get to know about the interested customers from your targeted location and get another chance to communicate with them through other marketing channels.
Coming back to our examples. Imagine hungry sports fans looking for a restaurant to celebrate the game in the same area where your restaurant is located. Most probably, they would first take out their smartphones and search for an eatery using a "near-me” keyword. Once the search button is pressed, the smartphone screen will get flooded with relevant offers. Here mobile optimization and geotargeting come into play.
Brands need to completely revamp their online marketing strategy if they are not taking advantage of geofencing and mobile targeting. Even if your business is not location-centric, your customers are.
In Conclusion
When a person needs something urgently, they won’t use their laptop in such a case. Mobile has now emerged as the single most important device for both users and advertisers. A smartphone is now not just a communication device, it’s filled with important sensors that read user interaction and behavior, and it serves as a camera, online bank, wallet, search engine, m-shops, and much more.
Digital advertising and online campaigns are incomplete without optimizing them for mobile users of a particular area. Remember, in some cases if the area of your online campaign is too large, you have to invest more money with reduced ROI. But your online campaigns can be more successful if you properly target the geographical location where you want to publicize your brand or products.
Whether you are a start-up or an established business, mobile targeting is one of the better ways to reach out to your target audience and promote your products and services. Adello is a global mobile DSP platform that can help your brand to improve its ROI and online visibility.
