Marketing to a target audience can set your company apart from competitors and drastically increase your market reach. It will allow you to speak directly to your company’s ideal audience and appeal to like-minded consumers.
Unfortunately, identifying who your relevant audience is can be difficult, especially for brick-and-mortar shops. For physical stores, your relevant in-person visitor persona might differ from your website visitors. The real world visits might be more closely linked to the geographical location of the store or business location. Making adjustments for these differences in target audiences can be costly and time-consuming.
One way physical stores can identify their relevant audience and improve their marketing tactics is through Geoframing. With Geoframing, you are creating an audience tied to a specific geographical sector, event, and/or timeframe. This can be used in a variety of ways for a multichannel marketing approach.
In order to better understand how geoframing can help garner relevant audiences, this article will breakdown:
- What geoframing is
- The ways that geoframing can be used
- How geoframing relates to audience research
- And actionable ways to garner relevant audiences using geoframing
What is Geoframing?
Geoframing is a form of data technology that uses coordinates to identify mobile devices within a certain area, within a specific time frame. Geoframing reads the unique Mobile Ad identifiers associated with each mobile device. With the OnSpot Platform, your team can source Mobile Ad IDs over time to send more relevant ads to these devices in real time.
Geoframing does not collect location data and it functions differently compared to products like geofencing, geo-retargeting, and geo-retargeting lookalike. These other forms of data collection focus on location targeting by drawing a virtual fence around a given location. They use GPS and RFIDs that triangulate a location from cell towers. Fencing data will also collect loads of useless information because it collects all the data in that area.
Geoframing is far from this. Instead, Geoframing identifies mobile devices whose owners have opted-in to seeing digital ads through an ad exchange. The ad exchange can be traced to the network that the device is connected to.
By only collecting data on devices that are consenting, your data is verified to be more accurate and its collection is more ethical. Additionally, you no longer need to sift through millions of tangential data points to find the information your company needs.
Ways to Use Geoframing
Geoframing is primarily used to support ad distribution. When a mobile phone opts into the ad exchange, that Mobile Ad ID becomes observable by our technology. Geoframing collects this data on a historical basis so that the mobile device is not being tracked in real time. This data can be analyzed after the visit to develop a mobile device-supported marketing campaign. Then, ads can be sent to that device in real time.
One of the easiest examples of Geoframing occurs with retail marketing. In this instance, a group of people (and their mobile phones) have been observed in a specific store over a period of time. A Geoframe audience can provide you with detailed insights about visitors to your store. As a result, you have the ability identify a market that might be interested in products at your store, which enables you to expand your audience to drive new visitors with similar characteristics. Tailored ads can then be sent to these groups of Mobile Ad IDs to encourage brand recognition, promotions, or sales.
Geoframing also works for long-term behavioral analytics. The Mobile Ad ID that is connected to the ad exchange can show marketers which locations that device frequents. Ads can be directed toward that mobile device when they become more timely or geographically relevant.
How Geoframing Supports Audience Research
Identifying and directing your marketing efforts towards your ideal audience can contribute to a positive return on investment (ROI) and return on ad spend (ROAS).
While identifying a relevant audience is not always necessary, doing so will help your marketing team to distinguish a) the ideal consumer audience, b) differences between other types of audiences, and c) differences between competitors.
If you are marketing for a physical store, identifying this audience might have to come from on-the-ground research, including surveys, surveillance, and consumer demographics. While helpful, this data does not inform your team enough about your current consumers nor, does it show the true gaps in your audience identification.
For example, if a shop selling beauty products wants to increase its audience, it could look into the geo-data to identify the a) age group of local pedestrians, b) buying behaviors of their current consumers, c) actual foot traffic numbers, and c) the percentage of foot traffic who are not related to their usual demographic. By opening up these other areas of analysis, the beauty shop could identify an audience of people new to the area or one that could benefit from buying beauty products as a gift.
How to Garner Relevant Audiences with Geoframing
Identifying your target audience can be tricky. While your current consumer base is a good place to start, it might not always be the most reliable when it comes to consumer retention or market growth.
OnSpot Data’s suite of solutions allow marketers to create custom Geoframes to focus on a particular business, event space, or location. The platform also provides ways to create Geoframes at scale, for national brands, specific industry categories, and more. Lastly, you can use your own CRM or location data to create audiences and use them in a digital or direct mail marketing campaign.
By gaining new insight into your consumer’s local behaviors, or by identifying new target markets within certain regions, you can thoroughly and more definitively apply the best marketing tactics for better performance.
Contact us today for a demo of our solutions.
