What Is Geo-Conquesting? Read this article to find out more.

DSM Digital School of Marketing - geo-conquesting

Brand loyalty is up for grabs. A total of 73% of today’s shoppers are willing to deliberate a new brand if they experience poor product quality, a shortage of selection, or improved prices elsewhere. Consumers can always be persuaded by a new brand with superior customer service. As well, brands can attract new customers by offering up incentives such as easy delivery or a flexible return policy.  All of this opens up the probabilities of winning over new customers through geo conquesting.

As more and more marketers are tapping into the power of geofencing marketing, they are using the four best practices for audience building. These strategies include:

  • Retargeting your own customers,
  • Using cross-device matching,
  • Winning over new customers, and
  • Thinking outside the box to find an audience that has an affinity for your brand.

Geo conquesting is a strategy which combines a few of these best practices and assists marketers with winning market share.

The Definition Of Geo-Conquesting

Geo-conquesting is a technique which uses location data in order to identify a brand’s competitors. This is in an effort to publicise a competing or competitive offering to their customers. This can be performed in two different ways:

  • Geofencing

The most popular form of geo-conquesting forces the technique of geofencing in order to reach and engage consumers when they are in – or around – a target competitor location. At this point, an advert is served to the potential customer to attempt and persuade them to come to the advertisers business rather than that of the competitor. For instance, if a potential customer is at a local restaurant, an advert may be served to the customer from a competing restaurant.

  • Mobile Location Data

Another format of geo-conquesting includes leveraging a mobile device’s past visitation history permitting marketers to reach consumers who have visited a competitive location previously. For instance, if a customer stopped at a fast food restaurant for a meal, this customer could be served an ad for a competing fast food restaurant that is close to their location.

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How Are Brands Using Geo-Conquesting?

In its 2013 Mobile-Location Insights Report, xAd reported that a third of its geo-precise campaigns included geo-conquesting. The practice has continued to develop.

Outback Steakhouse teamed up with xAd for one such campaign. The restaurant’s click-through rate for geo-conquested adverts exceeded the industry norm by 80%. Neither xAd nor Outback showed the competitor locations where they served up the adverts but declared the tactic as unilaterally successful at garnering attention for Outback.

For Outback, it’s always very important to have top of mind recognition in the very competitive casual dining restaurant segment. Through geo-precise targeting techniques, one has the ability to provide mobile users with relevant information, such as offers, simple map and driving directions, in order to assist in their decision-making process in the hopes of eventually influencing their decision to dine at an Outback.

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