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How Does Mobile Geo-Targeting Work?
Consumers Hate Geo-Targeting. Marketers Love It!
When I mention geo-targeting, people often ask:
“How do you figure out where a user’s mobile has been to determine geo-targeting?”
In most cases, we use third party data sources that provide this information to our agency. The cost of these third party data services are baked into the mobile advertising buy that you make with us.
Geo-location services are almost entirely obtained by recognizing the GPS on the user’s mobile device. In most cases, geo-location data is obtained by the user when she permits apps to track the GPS device on the phone. Apps can’t assume that the user is granting such permission; users must give permission first. That’s why you see those messages on your mobile phone that ask for such permission.
Technology Behind Geo-Targeting
The term Geo targeting mobile relies on the cutting edge technologies to determine the user with precision. In GPS, the navigation satellite system is the primary means of this system obtaining data, location also can be accessed if the user of some application allow the use of their location.
Other methods are cell tower triangulation, wi-fi access, and tracking beacons which scan for nearby devices. This means that marketers can deliver relevant messages to the targeted audience in real time, therefore, maximizing the efficiency of the strategies known as mobile geo targeting advertising.
Let’s talk permission
A mobile phone user gives – or denies – permission, in one of three ways. The permission location responses from the consumer are:
- always on.
- never on.
- sometimes on when the user is actually using the specific app.
When a user grants permission, the mobile antenna inside the phone turns on and tracks the device, giving the phone’s location coordinates to external sources. These sources track device location by:
- the distance from the cell tower.
- determining it is on a specific wi-fi connection.
- being within reach of beacon technology.
- the GPS within the device itself.
- hardware within the device.
The ever-increasing wealth of geo-location data that can be utilized for your business can help you in many ways. It can measure:
- Purchase Intent — Are they shopping around now for the product you sell?
- Competitive Visits — Are they visiting your competitors’ stores?
- In-Store Visits — Have they also visited your store?
- Online Visits — Are they visiting sites that show they may be entering the Path to Purchase for your product?
Tying data to traffic
Of course, what many marketers ultimately want to know is who was served the message and then came into the store. This technology continues to improve as data providers are able to measure single users across multiple addressable devices. In other words, marketers want to tie the office desktop computer, the tablet, the smartphone and the television viewership to a single user in an attempt to provide an omnichannel approach to its marketing. Then, marketers want to bring all this data together to determine if that user has indeed visited their store or made a purchase either online or in a brick and mortar retail location. Attribution models such as these continue to increase in sophistication and accuracy and the best mobile marketing agencies are diligently attempting to keep up with all of the new developments.
People take their mobile phones with them wherever they go. And, usually when the concept of geo-targeting comes up, they appear to be frightened by the amount of personal data that third party sources have on their activity. Understandably, some consumers see this as an invasion of their privacy, but it is that very data that enables marketers to better target those individuals with offers and advertisements that will be of interest to them.
Mobile Geo-Targeting Gone Wrong
Concerns regarding Privacy.
Users tend to be suspicious of geo targeting mobile devices due to trust issues regarding their privacy. Such a situation occurs out of speculation, especially with cases of data hacking that have surfaced more often than not in recent years.
Marketers need to be more open, particularly regarding the statements about data policies and the extent to which they assure protection of the data for all users. But every user needs to know how to keep themselves safe, this is some recommendations everyone should keep in mind.
Inaccurate Targeting
Inaccurate or old geographical position information may find users being served with inapplicable adverts. This is possible when such advertising is done by technology that is old or if there are lapses in management of the data.
Conduct periodic checkups on the data sources used and check how effective geo targeting mobile advertising efforts are.
Over-Saturation
Too much emphasis in geo targeting mobile ads tends to overwhelm the users, making them easily annoyed. This often occurs in markets that tend to be very competitive.
Implement a cap on ad impressions delivered and adjust the marketing initiatives so that user retention is achieved without causing frustration.
What’s it all mean for you?
In conclusion, Relevance Raises Response. And, as a marketer, you should be very happy that this data exists, for it enables your promotional messages to have one powerful targeting advantage that traditional media does not enjoy — NO WASTE!
If you want to learn more about how Purplegator used geo-targeting to find and market to truck drivers, you can read this story, or you can simply contact us today on our website. Too excited to wait? Call us at 610-688-6000. We answer our phones.
FAQs
What is mobile geo targeting and how does mobile geo targeting work?
Mobile geo targeting advertising refers to a digital marketing technique aimed at delivering content or advertisement to a user’s mobile based on the location of the device. Via GPS, Wi-Fi, or IP addresses, businesses are capable of tracing a user to a geographic location and presenting them with promotional materials. This is most suited to the mobile consumers since this strategy assists businesses in reaching out to individuals who are in regions where they can immediately purchase products
What is geo targeting?
Geo targeting mobile is the delivery of content addressed to a certain locality within which the user falls. Mobile geo targeting advertising’s one example is,let’s say a user is a restaurant owner seeking to promote lunch hours deals during midday and targeted at users who are within the vicinity looking for lunch among other things.
Which geo-targeting are there?
The three basic layers are
- Geofencing: Focuses on engaging users present within a pre-determined boundary / area.
- Beacons: Engages users in proximity to the store using Bluetooth technology.
- Regional – IP based advertising : showing targeted ads to users depending on their displayed IP address and its associated geographical region.
What is mobile targeting?
Mobile targeting is an inclusive strategy where advertisements are served specifically to mobile device users, either by way of apps, browsers or location based ads. It enables marketers in reaching users when they are on the move and also the campaigns are heavily customized to the mobile settings.
How does mobile geolocation work?
Mobile geolocation can utilize technologies like GPS, triangulating satellites and cell towers, or even using the WI-FI networks in order to establish the position of the device. Through this data, it become possible for companies to send messages based on the specific area the user is located at that given time.
How successful is mobile geo targeting advertising?
Users are reached in the right place and at the right time. Research proves that when ads are placed within certain time frames and geographies, there is an increase in metrics such as conversion rates and engagement levels. In some cases, however, it is not possible to do so, if location data and the value of the information given to the user isn’t accurate.
