Location-based marketing is a fast-growing marketing strategy, sitting at the heart of the cell phone number list advertising ecosystem. According to BIA Advisory Services , marketers will spend over $26 billion in 2019 on geo-targeted campaigns. This cell phone number list specialized marketing technique works well for most industries, but not all. Here's what makes location-based cell phone number list marketing successful — and a few things to avoid.
Location-Based Marketing: Where It Works
Brands with physical locations are cell phone number list best suited for location-based marketing, which seems obvious but is still worth remembering. These types of businesses are best suited for location-targeting campaigns because location-based cell phone number list marketing and analytics companies can geotag locations to capture audiences visiting their locations. Marketers build audiences based on real-world visits, rather than social cell phone number list media likes and follows, for their geo-targeted campaigns. Using this method, marketers ensure they are reaching the cell phone number list right audience at the right time and delivering relevant messages.
Pop-ups and seasonal stores
Marketers for these brands use audiences seen on their sites the cell phone number list previous year to serve ads to the same group, which encourages return visits the following year. Professional and college sports teams use geo-targeting to reach audiences who visit their venues each season cell phone number list to encourage future ticket purchases. A trade show that takes place over several days in a large room attracting thousands of attendees is an effective way to capture a cell phone number list business-to-business audience.
Marketers at e-commerce companies and consumer packaged goods (CPG) companies may also use location-based cell phone number list marketing in certain situations. E-commerce brands, whether or not they have physical retail stores, seek audiences who visit competitors who have stores. Similarly, consumer goods companies (CPGs) that stock products in specific stores can cell phone number list use geo-targeting. A company that offers a high-end hair care product available only in salons must use location-based marketing to reach audiences visiting those salons.
Sometimes marketers also find location-based audiences difficult when cell phone number list businesses are clustered closely together, such as in malls or mixed-use buildings. It is difficult to create an audience for a store located at the street level of an apartment building or for cell phone number list visitors to an office located on the 12th floor of a skyscraper. Location-based marketing and analytics companies may not be able to determine the difference between who a buyer is and who lives or works on the cell phone number list floors above or below the desired location.