As the trend of personalisation mounts, customers expect a new level of service based on personal context. More than ever, marketers need to understand the background of their customers.
Personalised marketing messages are increasingly made possible through location analysis. Analysts at BIA Kelsey recently estimated that spend on location-targeted mobile adverts will grow from $8.4bn in 2015 to $11.3bn in the US in 2016. One of the reasons for its growth is that it has proven to drive superior performance over broad mobile advertising.
Mobile Marketing Association’s SMoX report, found that location can have an impact of 120% on ROI. The results are driving marketers to invest in this new way of identifying and reaching customers.
Following the rise of location marketing, Facebook have opted to buy into the market. Earlier this month, the social media company released two new ad products for location targeting, aimed at small businesses.
The first of the products allows companies to target their adverts at multiple locations based on where customers are. The second (currently limited to the US) gives companies the ability to understand the demographics of Facebook users who have passed through their nearby area each day.
Another way to understand your customers and create personalised marketing messages is by using Purple WiFi. Purple WiFi works by asking users to complete an on screen login before having access to the company’s internet- the user’s do so by using their own Facebook, Twitter or LinkedIn account. In return for access to the WiFi, the company will now have the customers’ information captured on the Purple WiFi dashboard.
Data provided from the customers’ social media account will gives companies access to the customers’ age, sex, hometown, and interests. With this valuable information, it becomes viable to send tailored offers, dates of upcoming events and the ability stay in touch with targeted and relevant offers that match their profile.
For a free demonstration of Purple WiFi either online or in person call 01858 374 170 or email purple@idealmarketingcompany.com to find out more.
