Nowadays, most businesses are interested to know where you are responding to their advertisements. Whether at home, at work, or on the move; this is vital information for any marketing campaign. The more details stored in a Customer Relationship Management (CRM) software, the more efficiently companies can tailor their mobile advertisements.
Let’s imagine your employer has given you a list of customers from a few different regions/cities. They then ask you to run a promotion mobile advertisement to that customer list. How could you identify where each customer resides? Well, there are two principal methods you could explore.
First, you can approximate someone’s location using their Wi-Fi signal. Companies can find a user’s signal by triangulating their position between two Wi-Fi towers. So, the next time a customer logs on your website using their Wi-Fi, a trigger could be sent off to track that signal by identifying which Wi-Fi towers have been engaged. With that information, you can approximate, within a certain radius, the customer’s region or city.
The second method uses the phone’s Global Positioning System (GPS) coordinates to identify the user’s geolocation. GPS signals provide highly accurate positioning capabilities across the globe. So, if the tracking is active, companies can usually pinpoint the exact location of any user.
With this method, companies can target different groups of users within an area by running programmatic display campaigns. These areas are defined using geolocation targeting and are reinforced by confirmed GPS coordinates. An advertising company can then engage with its prospects and customers across these locations of choice. Be it public events, trade shows, Starbucks, auto dealership; you name it, all these places become likely targets.
After assessing both methods, take the time to align your business and customer acquisition objective with campaign targeting parameters. However, of course, your volume of clients is the key to success here. Targeting just a small amount of locations will not yield enough result. Advertising companies need to identify dozens and dozens of target areas for a campaign like this to work efficiently.