How location data can send your campaign in the right direction

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How location data can send your campaign in the right direction
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From the largest biodiversity database in the world that maps over 1.7-million species in participating countries, to the company that promises to deliver your parcel to exactly where you are in real time, geo-location technologies are already being put through their paces in South Africa.

In particular, a host of industries — although definitely not any wildlife — stand to benefit from the location data created by connected devices.

Its range of applications include everything from hyper-convenient parcel delivery services to helping marketers reach on-the-go consumers in the era of mobile. Here’s how.

Mapping your audiences

Location data is one of many important tools in a marketer’s arsenal, as it provides insights that basic demographic information and browsing history cannot. It reveals where audiences go and, as a result, what they love to do.

Whether that’s visiting shopping malls or coffee shops, location data can fill in the gaps where other data sources fall short, and bridge the physical and digital worlds to help build a holistic picture of how consumers move through both.

In the past, for instance, brands with a physical outlet in a shopping mall could only reach their in-store visitors online if they were signed up to a loyalty card scheme. But by collecting anonymised device IDs from the mall’s public WiFi network, marketers are now able to easily link the online and offline worlds.

This means their digital campaigns can reach new audiences of immense size who, importantly, are already familiar with that brand because they have visited or at least passed by its store.

Putting insights into action

With location data at their fingertips alongside other data sources, the old adage of delivering an ad at the right time and place starts to take on new meaning. Based on their audience’s real-time location, marketers can determine which time, device or format is best – because where consumers are in the world strongly affects how receptive they are to ads.

An audience’s historic location data might suggest habits like regular visits to the gym on weekday evenings and to their local Starbucks outlet on Saturday mornings. But if a consumer is presented with a video ad while at the office, they’ll be too busy to find out about offers from a nearby gym or coffee hangout.

What they’re far more likely to appreciate is a quick email with a discount voucher for items on the breakfast menu when they’re en route to their Saturday morning latte. Or perhaps an ad offering them a free trial as they pass a newly-opened gym on their way home — both of which are possible using beacon technology.

Tallying up your results

It’s all about location – even attribution. Because while it’s easy to track how an online ad led to a conversion on an online store, the same isn’t true for an offline purchase. For instance, how can a marketer of a food chain hope to find out whether their most recent campaign increased footfall or not?

One option is trying to detect whether there was any increase in revenue in the days immediately following the campaign, but a boost in sales could be random and down to correlation, not causation.

One way to be certain is with anonymised device IDs. If a device ID is picked up on the restaurant’s WiFi network following a campaign using a shopping mall’s WiFi network, it is fair for the marketer to assume that their campaign worked a charm. And if that chain has branches from Johannesburg to Cape Town, the same strategy can be applied across the country.

Similarly, a single large venue like a sports arena can use its WiFi network to build new audience segments and attribute actions such as repeat visits accurately at scale.

By showing who audiences are based on where they go, location data is becoming an essential part of a marketer’s toolkit, helping them engage audiences when they’re most receptive and measure campaigns with the utmost certainty.

By 2021, the global app economy is predicted to be worth a staggering US$6.3-trillion, and South Africa is at the forefront of the African continent as the country that uses apps more than any other. It looks like the usefulness of cookies for SA marketers will dwindle as the value of location data from app use grows.

As a nation that’s constantly on the move with their smartphones in their pockets, it’s fair to say that South Africa’s going mobile.

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3 Ways Retailers Can Use Mobile for Effective One-to-one Marketing

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3 Ways Retailers Can Use Mobile for Effective One-to-one...

Today, mobile devices are like mini retail stores we carry around in our pockets: places where consumers can browse merchandise or place orders almost instantly.

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How can retailers use mobile insights and capabilities to craft effective, one-to-one messaging?

1. Get personal.

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Once retailer marketers have identified their ideal audiences on mobile, they shouldn’t see phones as the only means of communication. Consumers own an average of 3.6 connected devices, so retailers should communicate with consumers across the devices they use, including tablets, laptops, desktops and addressable TV.

However, if a retailer sees a user reading political news on the tablet all day but watching cartoons in the evening, it might not be the same same person. With families and partners sharing devices at home, marketers need to make sure they are constructing nuanced consumer profiles across devices in order to reach out to individuals, not just devices.

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Personalized, cross-device marketing is on the rise in part because consumers are increasingly willing to disclose their data to retailers. After all, purchase histories and location data are essential for useful or interesting ads.

But how retailers use that data is key. Consumers want to feel understood, but they don’t want to feel like ads are invasive or drawing on data that’s simply too personal and private. Marketers need to make sure they aren’t crossing any personal boundaries or making consumers feel uncomfortable.

If marketers want to turn heads or, more importantly, turn consumers into buyers, they’ll need to do more than blast out generic ads to the masses. When retailers personalize ads with these three tips, they’ll see huge improvements in campaign performance.

But how, exactly, do they measure these improvements? Find out next week when we assess the best metrics for retailers.

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The twentieth-century American engineer and statistician W. Edwards Deming once said, “Just because you can measure everything, doesn’t mean that you should.”

This applies to retailer struggles today as marketing executives need to decide what they should measure and how. Do they care about impressions, views or click-through rates? And once they figure that out, how can they make sure their ad dollars are really working? The Partnership predicts that ad fraud will cost brands over $16 billion this year alone, while Infectious Media suggests that over half of all digital ads aren’t seen at all.

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With the National Retail Federation predicting eight to 12 percent e-commerce growth this year alone, no one can deny the rapid rise of online sales. However, 85 percent of consumers still prefer to shop in brick-and-mortar stores, where 94 percent of all sales are generated. That’s why it’s vital for retailers to keep their physical stores alive and continue to enhance their in-store experiences.

With the explicit goal of bringing visitors into physical store locations, CPV is a metric for retailers wanting to increase foot traffic—and pay only for successful conversions. While there are many ways to boost in-store visits, today’s leading location data solutions use predictive location modeling. With Blis Futures, we choose to charge on a CPV-basis because we are completely confident in this approach.

2) Greater In-store Sales

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3) Branding Opportunities

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4) Risk-free Investing

CPV transfers the risk from buyer to partner, so retailers don’t have to worry about wasted ad spend: They’re making a completely risk-free investment. With free branding and zero downside, retailers have nothing to lose.

When Blis became one of the first tech partners to offer the CPV model earlier this year, we sent a critical message to both retailers and the wider industry: We’re ushering in a new era of transparency and accountability in advertising.

Check back again next week when we switch gears to discuss how retailers can use mobile to boost engagement, retention and acquisition.

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You’re on your way to work when you pass a billboard featuring Nike’s newest running shoe. That reminds you: you just signed up for a half marathon, so you’ll need some new gear. You start googling top-of-the-line running shoes on your phone. You forget about the race until days later when looking at Facebook on your laptop, and there they are: the same shoes that caught your eye. Still, you won’t purchase them until you try them on. So what a pleasant surprise when, on your walk home, a banner ad appears across your phone: “You’re 3 minutes from a Nike store,” it says. Why not stop by?

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These questions reflect the challenges every marketer is currently facing when it comes to attribution. Today, a typical path to purchase is no longer a straight line to the point of sale. It looks more like a latticework of ads both online and offline, on our devices or in our neighborhoods.

Yet despite this added complexity, brands can begin to solve the mystery of attribution and determine the value of each marketing touchpoint. They just need to follow the footsteps.

Understanding Footsteps to Purchase

Brands can get a better understanding of which campaigns are boosting their ROI by taking a look at how digital ads directly relate to foot traffic.

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So once brands have uncovered all these clues into what’s driving conversions and how, what do they do with it all?

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An energy drink brand, for example, can use data about foot traffic and sales to make sure the next iteration of their campaign performs even better. Let’s say the brand discovers that people are 50 percent more likely to go into a store that stocks the energy drink when they receive an ad within 200 feet of the retailer. Rather than targeting everyone within 500 feet of the retailer, the brand can eliminate waste by just reaching out to those within a much smaller radius.

What if advertisers discover that no matter what distance, more people seem to be purchasing the energy drink from Walgreens than CVS? Perhaps next time, they can put a greater share of their ad budget into targeting those near Walgreens.

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