Geo What?

by Monica Paici, Internal Marketing Director, PIN Business Network

It’s not enough to know where people are today, business need to know what consumer’s intentions are. Just because a person is near your business, doesn’t mean they are going to walk in and by your product or service.

With the extensive use of smartphones, it’s relatively easy to geo track consumers using their GPS coordinates sending them ad messaging through apps. Is it possible to takes it one, two, three steps further? Advanced targeting not only uses the consumer’s location data, but also uses demographic, behavioral and brand infinity to reach consumers and deliver highly relevant ads and messages.

Deploying this technology means using real world behavior including visits to specific places, business and even chains, sporting venues, concerts, art exhibits and more. You can even determine if people are driving or even walking to these places. You can track their frequency of visits and the last time they were there and at what time they were there. Real “creepy” stuff, but it can put you in front of the right audience at the right time.

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It’s all about collecting and deploying on the quality data not just when the audience in within feet of your business, but afterwards based on their behaviors and preferences. It’s not just hyper-local, but hyper-hyper local. The bottom line is that it can drive customers to your door and continue to target them even after they purchase your product or service.

So, say that a local butcher shop wants to reach sports fans attending a national league football game. Attendees of the game are a good target for an offer of a free pound of ground beef if they bring their game ticket into your store. Lots of these sports fans tailgate and are interested in food so it seems to be a good fit.

You can use geofencing to deploy ads to them at the game itself and then take it even further by deploying ads to them after them game. For instance, if they walk into any grocery store within a week of attending the game, you can send additional messages to them mentioning your offer of free ground beef. You can add behavior triggers specifically based on where and who they are. You may deploy ads and messaging on just moms who attended the game and enter the supermarket twice in a weekly period. The options are unlimited. And if you use a hard-offer like a coupon for a free pound of ground beef, you can even track their redemption and tie the offer back to actual sales.

You can activate on the data collected after they’ve been in a specific geographic area. You can find and target potential customers based on their preferences and use real-word actions and intentions to identify, reach, capture and convert.

For more information about this exciting new technology, email info@pinbusinessnetwork.com or leave a reply on this blog post below.