Assessing the ‘where’s where’ of geolocation in digital advertising
Global mobile use is expected to make up almost three-quarters (73%) of time spent using the internet in 2018. This is a trend that’s growing, particularly in areas such as China and India, as many consumers around the world own smartphone’s first, ahead of laptops and desktop computers.
As mobile browsing becomes the norm, being able to understand a user’s location is more important than ever – particularly with consumers placing increased importance on relevance and personalisation. In fact, in a recent study a third of respondents cited irrelevance as a key reason marketing campaigns did not engage them.
So, it is clear that marketers must get to grips with the context in which their efforts are being viewed to ensure they are relevant to the user, regardless of what channels and devices are being used – and location is a key part of this. So how can marketers understand the where’s where of geolocation to ensure their campaigns are effective?
The challenge: Global audiences want individual experiences
The key to achieving a successful marketing campaign is making each consumer feel they are receiving relevant communications. But this is easier said than done when it comes to reaching global audiences, particularly with privacy concerns increasing and over two-thirds of consumers (69%) claiming not to trust brands to treat their personal information appropriately.
In addition, the number of methods available to interact with consumers is continuing to increase, making it even harder to understand an individual’s path to conversion. As a result of this, half (50%) of agencies questioned in a recent study cited the number of touchpoints consumers interact with as the greatest barrier to gaining a better understanding of the consumer journey. A one-size-fits-all approach no longer works as consumers have taken control of how and where they interact with brands, and are more demanding than ever when it comes to personalisation.
The where’s where
While targeting using location alone has many benefits – the inclusion of location into audience profiling data can have a huge impact on the relevance of an ad. This is particularly important when it comes to regional promotions or identifying whether a consumer is close to the event, store or company being advertised. In addition, advertisers can review the success of campaigns across regions, helping to identify the locations in which a particular message or tactic is more impactful and where alternative approaches should be tried.
By using granular IP geolocation intelligence that can locate a user down to postcode level, the precision of ad campaigns can be greatly increased, reducing wasted ad spend and boosting ROI by ensuring those most likely to engage are targeted. Importantly, this data is non-personally identifiable, removing any concerns consumers may have about the use of their data.
But it’s not all about the where
By using IP intelligence for geolocation, marketers will also be able to access information on the type of connection being used by the consumer, as well as the internet service provider (ISP), mobile carrier, and whether they are using a home or business connection. This opens up a wealth of opportunity for marketers trying to decipher each consumer’s journeys and deliver the most effective content.
It’s not all about the where, as IP geolocation can be aligned with external events such as local events, enabling fashion retailers to promote festival gear (for example) at a time when consumers are most likely to buy these items. Alternatively, analysing buying patterns using location, a technique frequently used by travel companies, can maximise media buying mileage, as adding location to display ads means targeting can reduce the cost of campaigns.
This additional information allows marketers to understand how to deliver their messaging appropriately to help engagement and boost conversion rates, by highlighting differences in connection types and speeds that may impact final ad delivery.
This is particularly important when it comes to reaching consumers on mobile devices, where advertisers are increasingly missing opportunities by assuming users will be connected via 4G, 5G or Long-Term Evolution (LTE). In fact, it has recently been predicted that “Wi-Fi will kill mobile networks by 2025” as the need for speed pushes consumers to make better use of public internet hotspots when browsing on the move.
The world in which we operate is both growing and shrinking at once, with target audiences spreading across the globe but demanding more tailored and localised experiences. This represents a huge challenge for marketers trying to engage as many consumers as possible and stay a step ahead of their rivals. By understanding the value of technologies such as IP geolocation marketers can ensure they deliver the relevance they need to succeed, at the scale that is necessary.
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