The real mobile opportunity: segmentation by location

Against the traditional online marketing, there is a general perception that mobile marketing is its ugly sister, lacking data and tracking resources to define reliably the consumer profile or obtain significant results of advertising campaigns. However, numerous advertising technology experts work tirelessly to end this myth, with the support of new protocols to identify anonymous users, and resources designed to measure emerging data.

The real mobile opportunity segmentation by locationOne of the main capabilities that these new data resources seek to exploit is to deliver ads to users based on their exact location with the help of the GPS functionality of your mobile navigation. Understandably, advertisers already use these geolocation data to calculate the proximity of certain businesses and consumers to provide information and promotions more relevant. This is an opportunity with enormous potential for traders and potential customers, especially in cases of spontaneous decisions purchase of small commercial consideration.

The action of ‘fence off’ consumers (ringfencing, according palabro) defines this ability to show ads to consumers in a specific location and a specific time and is a very powerful way to convey commercial messages to potential customers at a time and in a context in which, otherwise, they would be beyond the reach of traditional display ads. However, my opinion is that this use of location data is rather simplistic, in the same line of retargeting online.

Another way to take this opportunity would leverage geolocation data segmentation to categorize consumers based on the frequency and duration of visits to a particular trade. For example, if geolocation data indicate that the same consumer just entered several DIY stores, it will be reasonable to think that is a suitable candidate to receive a notice of related services. In a way, this is the opposite of ringfencing, which seeks to reach consumers at a time, location and context different from their previous visits.

To give another example, think of a time when business travelers fed up with airlines receive promotions right at the time when transiting the airport security area. It is far more likely that these respond positively when they are at home planning your next trip. This ability to categorize consumers into different interest groups is an important goal in any strategy to take advantage of geolocation data for marketing purposes.

However, the real opportunity for mobile marketing is the ability to create anonymous profiles that define the commercial interest and a consumer specifically, based on a complete view of geolocation data. Companies selling tickets for musical shows, for example, could sell tickets by promoting last minute deals among consumers who in addition to being near the theater, have been seen frequently in other competing shows. But what about the multitude of tourists who would also be an important source of income for these companies?

In this case, the opportunity is to analyze in more detail the routes taken these consumers when they are walking in the city center. For example, how often visiting other sights. Of course, be an afternoon stroll through the Gran Vía is not enough to know whether it is a resident or a tourist.However, if the same consumer is identified in the same place on multiple occasions over a week, it is increasingly clear profile. Furthermore, if these data observations based on fingerprint tourist are added, we can understand why professionals shrewd marketing delude both with the possibility of bringing geolocation data to another level and show ads highly relevant to consumers .

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