How Is Location Data Advertising Positioning Businesses To Win?

DSM Digital School of Marketing - advertising

With the growing popularity of smartphones as well as digital devices, location-based advertising is coming into its own as an essential way to reach target customers. The Covid-19 pandemic resulted in an exponential increase of internet users, as the world got digitised at a speed which is not seen before.

The total active internet population is expected to touch 900 million by 2025, from 622 million last year. People are making purchases online, booking appointments online as well as doing a host of commercial activities online. In addition, the buyer’s journey is becoming more digitised. This means that digitisation of physical location presents a large zone of opportunity. Retailers and sellers are able to target huge segments of population which are nearby at a given time, leading to significant store visits.

While location-based marketing is widely practised, understanding as well as effectively utilising  location-based audiences remains to be a challenge for small to mid-sized agencies and brands. Digital marketers are faced with a plethora of tools, jargon and technology which makes what should be a straightforward process more complex than needed.

Increasing Adoption Of Digitisation

More and more customers have learned to swipe-search their shopping owing to the pandemic. The purchase journey, for a massive number of netizens, now begins digitally. This has prompted retailers to rethink how they are able to drive traffic to their stores, stirring the customer with interesting offers, in safe, healthy as well as convenient ways.

Location is one of the most significant conveniences which can be offered. Location-based advertising targets consumers who may reach the store immediately in order to check out the advertised product so that they may buy their products conveniently, or as part of their routine outing for work or home tasks. This route of engagement is now part of an omni-channel strategy, to create more sales conversions.

Who Cares About Location-Based Marketing?

If, for a minute, you think about the wide range of marketing strategies, tactics and technologies, it gets quite dizzying, pretty fast. It’s a wonderful time to be a digital marketer. In addition, it’s also one of the most difficult times to be a digital marketer.

The pressure is on in order to deliver pipeline and revenue. This means that there’s also pressure to select the best methods for driving sales. The data demonstrates just how efficient location-based marketing is at doing that.

Mobile Marketer tells us that almost 90% of us make use of location data in campaigns. eMarketer research demonstrates that we’re increasing our investment in location-based advertising 40% year-over-year. This makes it one of the quickest-growing marketing tactics for consumer as well as retail segments. Location data and location-based advertising have really come into their own. Marketers know what a good thing is when they see one, and location data is the gift that keeps on giving.

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