Businesses have developed personas and segmented their customers for a long time, however how many are actually utilising location intelligence data? With the mobile enabled environment customers now enjoy, the location component of data offers even more insight that businesses can utilise.
‘Door drops’ are a very direct form of marketing, and by using location intelligence, customers can be targeted with door drops more precisely than was previously possible.
By using location intelligence, businesses can accurately identify the location of ideal target customers, instead of having a scattergun approach. This not only reduces campaign costs but more importantly builds highly relevant and effective marketing activities.
Location intelligence can also be used to improve the efficiency of offline advertising spend by selecting publications local to the area where potential customers are most likely based. An example of this may be a gym; according to research by Kantar, the most common user of a private gym or health club in the UK is aged between 25-34, and is 24% more likely than the average person to work full-time and most likely to work in Finance.
Location intelligence can establish the areas where these young professionals in the finance sector live and the areas they commonly frequent. This enables the company to display the right message at the right 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 intelligence 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.
In summary, location intelligence makes data far richer and gives the marketer a much more accurate view of their target audience. It enables businesses to understand where their customers are and where they will be, and consequently to have better-focused communications and targeting campaigns thus delivering more pleasing results.