And, what could be more relevant than reaching customers and prospects who have visited a specific location such as your store or your competitor’s store?
We’re Purplegator. And, we believe that the best way to find new customers, or to get existing customers to buy more, is to identify those individuals whose mobile phones have been to a certain location. We call this geoconquesting.
Now, we’re not talking about a zip code or a one-mile radius here. That’s not really what you want, is it? We are talking about getting down to the address level. Think of it as super-geotargeting!
At Purplegator, we can serve ads to those people when they are actually at the location, or we can look back up to six months for mobile devices that were found at that same location.
Some people may say that this kind of targeting is scary to them. But, as a marketer, you should love it!
Here’s how we do it:
We subscribe to numerous third party data sources that gather this type of information. Most of this location data is obtained from app installs on smartphones such as a navigation or weather app that needs to record your location. Or, it may be that flashlight app that you installed. Permission to obtain and sell this data is normally found in the terms and conditions.
Data collected is the device ID of the smartphone, the lat and long of the location they visited, and a time stamp to know when the visit occurred.
The great advantage of mobile data is that it is the user’s device ID that is being captured and device ID stays locked into a mobile phone forever. This is much more robust than cookie data on a computer that is often deleted by the user.
With device detection, we not only know where a mobile device has been, but we also know the dwelling of the user because the smartphone is found at that address in the nighttime. This enables us to not only target the found device, but also the other devices that are in the household or the user’s office. This is extremely valuable, because it enables us to target household members that likely have similar interests.
Imagine what this can do for your business. A retailer, for example, could look back to target previous visitors to its own store to attempt to sell them more or to winback their business from competitors. Targeting competing stores would put your advertising in front of consumers who are currently purchasing your products or services, but from another company.
Recruiters love the look back feature too. When hiring truck drivers, recruiters are actively identifying mobile devices found at truck stops or at the offices of competing trucking companies. Hospitals needing nurses can target the night shift at a nearby facility.
Trade shows provide a valuable opportunity for businesses to use the real time targeting to serve ads to attendees to drive traffic to your trade show booth.
There’s also an opportunity to target logical sequential location preferences. For example, an ice cream store could target visitors to the nearby movie theatre. A restaurant could target mobile devices at a college graduation to drive graduates and their families to celebrate with dinner after the event. A bar might want to target hockey fans with a special offer after the game.
Geoconquesting is the holy grail of mobile geolocation targeting. At Purplegator, we know where and how to find your best customers and prospects.
After all, Relevance Raises Response.
Watch Our Video on Geo-Targeting: