The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drives sales and strengthen loyalty on their own. The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drives sales and strengthen loyalty on their own…

Test and Learn Media

By now most marketers have put in place a few moderately effective always-on digital media campaigns. But more often than not, despite achieving some success, most haven’t significantly evolved their digital strategy and aren’t sure how to level-up their paid media.

Everyone talks about micro-moments and wants to win more of them. But these rich opportunities on the path to purchase are short lived and often elusive to marketers. So you need to be ready at the right time with the right solution, but how do you actually do it?

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Location data is a shiny object, but marketers often get perplexed with how to start using it, or simply dive in without a plan. Yet the building blocks of a geofencing advertising strategy are super simple. So let’s look at 3 easy steps to jumpstart your geofencing strategy…

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IP targeting is more than a powerful way to influence entire households that match your specific behavioral and demographic criteria. Mediavision2020’s IP targeting is indispensable to because it solves one of the oldest pain pints of digital media: calculating a measurable return on ad spend (ROAS).

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Chad Bingle

Chad Bingle, Director of Media here at Mediavision2020, sat down with Jarrod Davis and the 8th & Walton crew to talk about how to strategically develop a geofencing media campaign. Listen to the full podcast conversation or grab the notes below!

 

Basic Elements of Geofencing

  • Targeting location: Geofencing is targeting people based on their location, typically that of their mobile device
  • Area: A geofence is simply a defined area on a map: circle or polygon, and anyone inside that geofence is your target audience. That basically translates to a set of coordinates
  • Size: A geofence can be any size, but is typically most effective around a specific building or within a section of a building (like a section of a store).

Geofencing Isn’t Just One Technique, It Has Many Facets To It

  • Unique Functions of Geofencing
    1. Real-time advertising (in geofence now)
    2. Retargeting advertising- really effective for when you want to build a custom retargeting audience where where they have been in the recent past is a salient layer of data.
    3. Attribution & analytics
  • Context for Geofencing
    1. Shopping: in-store & conquesting
    2. In-home: individual devices or entire households
    3. Lifestyle: Concerts, Sports Events, etc.
    4. B2B: Offices, Conferences, Trade Shows
  • Reach: Device vs Cross-device & Household

Geofencing Advertising

Common Geofencing Mistakes to Avoid

Everyone geofences, but all geofences aren’t created equal. There are a few red flags to watch for when crafting or evaluating a geofencing plan.

  • Irrelevant or Missing Call to Action. If you’re going to go through the effort of targeting, make it worth it. Just pushing information/impressions: not having anything relevant at that point in time. A conquesting campaign should have a robust, exclusive offer that’s time sensitive. If you’re a CPG company, your geo-retargeting campaign should try to engage shoppers while they’re between grocery trips and planning their list.
  • Wrong timing: Doing real-time by default when retargeting would make more sense
  • Too broad of targeting: Just b/c location targeted doesn’t mean you’re relevant.
    1. Targeting an entire area around a big box store where everyone is there for different reasons, for example.
    2. Location isn’t always enough to reach the right audience.
    3. Layered data for better relevance (think: data sandwich)
  • Measurement: What’s your goal? If geo-conquesting, did you drive click-to-call actions or visits to your store? If you’re influencing consideration, did you run a controlled test and see positive comparative sales for your test group within a given timeframe? While geofencing can be challenging to measure with accuracy, it’s possible to at least measure it consistently and do it in a controlled test.

When Geofencing Is Right, When It’s Not The Best Fit

When it’s right:

  • Location = relevance: When your geofenced actually helps you reach your target audience in a meaningful way, where location = relevance, not just coincidence
  • Conquesting (goal of growing share): lower ROAS requirements, open to aggressive approach
  • Influencing consideration, offer exclusive content or offers
  • Enrich targeting of current behavioral campaigns or complement other media tactics like search and behavioral.
  • Bridging ecommerce and in-store through retargeting

When it’s not the best fit:

  • Bottom-funnel: Goal of immediate lead gen or sales gen with a lower CPA
  • Location = Irrelevance: Location is not aligned to intent
  • No value added, nothing unique about reaching them through location targeting
Curious to learn more? Let’s talk about Geofencing and a possible fit for your marketing needs.