Smarter Consumer Acquisition Part I

June 3 2014 Digital Marketing

By Shota Iyobe

The RSR marketing team has kept a watchful eye on three key digital marketing trends. In our Smarter Consumer Acquisition series, we’ll explore the following: Location-Based Marketing, Cross-Screen Marketing and AI-Driven Audience Targeting. In Part I of our three-part series, we discuss Location-Based Marketing.

Per a recent study, nine out of 10 respondents stated that they developed an unfavorable attitude toward brands serving them irrelevant ads. In an industry ripe with trends and “the next big thing,” brands cannot afford to be considered irrelevant. Brands mustn’t lose sight of one critical factor: relevancy.

How can brands accomplish this? Location-based marketing adds an extra layer of data that can help advertisers serve more relevant content. Content that consumers will actually care about.

Consumers are spending more time on their mobile devices so much so that it has become necessary for brands to utilize location-based marketing. Brands now have a unique opportunity to target these consumers with relevant messaging via mobile ads and discounts based on their location.

“Every marketer needs to consider mobile-based marketing even if they don’t feel like it necessarily applies to them,” Jonathan Lawoyin, RSR’s Director of Digital Marketing, said. “It is relevant to every brand.”

Google recently tested mobile-based marketing and published The Mobile Playbook: The Busy Executive’s Guide to Winning with Mobile to answer the question: How should I invest in mobile? In short, brands must adopt a “beyond four walls” strategy by meeting audiences on their mobile devices and offering them hyper-local on-the-go information so they can take action in the moment.

According to results from the Playbook, one out of five searches has local intent, 94% of smartphone users search for location information, 51% visited a store and 29% made an in-store purchase quickly. Clearly, the opportunity exists to convert this intent into lead generation.

“The audience is on the go,” Lawoyin added. Brands must be “able to get people to take an action when they have a higher propensity to convert.”

As consumers become more and more demanding of incentives for sharing their data, brands must redefine ways to add value to the content they’re serving. The ways in which we’re able to mine data and glean insights has ultimately obligated marketers to prove the consumer experience. While not a new idea, location-based marketing has never been a more relevant tactic to solve this challenge.

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