Approximately 1.3 billion smartphones were sold in 2014, and around 40% of all mobile phone subscriptions are associated with smartphones, according to Ericsson’s February 2015 mobility report. Ericsson also reports that smartphone subscriptions are expected to more than double by the year 2020. Considering this mounting number of smartphones, mobile marketers must remain innovative in creating ad campaigns to reach their audiences. One way to do this is to optimize geo targeting strategies.
Search Engine Land provides a useful list of tips for reaching your target audience through geo targeting. Many of these guidelines share a similar theme: the importance of timing.
Although finding a venue that your target audience wants is one of the first and most important steps in using geo targeting as a marketing strategy, it is also critical to consider the time of day and days of the week that your target audience will most likely visit your location. Search Engine Land provides an example of this with airport dining: on weekdays, airports are full of business travelers looking for high-end restaurants, while weekends and holidays bring leisure visitors looking for less expensive, casual dining options.
Be sure to keep in mind the times when consumers will not be in your target venue, too. The previously mentioned article shares an example of this: clubs and bars that normally target university students may exclude that specific area during breaks when the students are away. Furthermore, your company can save money by excluding certain regions. “Excluding locations may also be a more cost-effective way to avoid the higher ad rates of high demand target areas,” article author Wesley Young writes.
Young also suggests taking advantage of specific events, like holiday celebrations or extremes in the weather. He provides an example of a clothing store promoting its green attire a week before St. Patrick’s Day. As another example, I’d personally suggest to any health food chain is to promote smoothies on a hot summer day. The possibilities for geo targeting for specific events are endless, and taking advantage of these occasions is ideal for boosting product sales.
Essentially, timing goes hand-in-hand with location when it comes to geo targeting. Be sure to time your messages carefully. In a Deskero article, Sophia Wright tells us, “Delivering information too regularly will cause your customers to become immunised to the presence of your brand or strive to shut it out over time. Geo-targeting should be used sparingly, and only when you have something specific to say or offer.” Consider how regular your ads need to be in order to connect with customers most effectively, and create a calendar based around this.
Haven’t started geo targeting yet? Check out this infographic for three reasons to implement this marketing strategy in your ad campaign.