New developments in technology have improved companies’ knowledge of their customers and target market. By exploiting the location element of customer data, businesses can achieve greater effectiveness when undertaking these 3 direct marketing activities:
There’s no form of marketing more direct than door drops, and by using location analytics customers can be targeted more precisely than ever.
Branded merchandise can be a memorable approach to business promotion: products relevant to the business and its target market can be delivered to potential consumers located near the business premises if the company finds that its appeal to customers lies in the proximity of its location.
By using location analytics, businesses can pin-point the location of highly desirable customers instead of having a shotgun approach. This will reduce campaign costs and build a highly relevant customer awareness.
Location analytics can be used to improve the efficiency of offline advertising spend by selecting publications local to the area where potential customers are most likely based.
Take a gym as example; according to research by Kantar, the most common user of a private gym or health club in the UK is between 25-34, is 24% more likely than the average person to work full-time and most likely to work in Finance.
Location analytics can establish the areas where these young professionals in the finance sector reside and the areas that they might frequent. This will enable your company to display the perfect message at the perfect location.
Flyers are not only cost-effective, but also create a personal (albeit brief) relationship between the business and a potential customer. The main challenge is to have a relevant message for the right customer.
Location analytics can not only inform a business of where their target audience works and lives, but also the best place to reach as many of them as possible.
It’s important to choose a busy area with high traffic density to ensure flyers are given out to a large number of relevant people. The same approach should be taken when giving out branded merchandise instead of flyers.
To summarise, location analytics brings the “where” to data. It enables businesses to understand where their customers are and where they will be, and consequently to have better-focused communications and targeting campaigns.