Location-based marketing is a significant part of any digital marketing strategy or campaign. It works incredibly well for retail campaigns and drives in-store visits in restaurants, car dealerships, and consumer brand locations across the globe.
But how does location-based marketing work in the real-world? What are the benefits of location-based marketing and are there any potential considerations for modern marketers to make?
Location-Based Marketing Q&A With Truelio
GroundTruth got together with Truelio, a brand experience digital marketing and technology transformation agency, to chat about location-based marketing, real-world behaviors, and the tools needed to drive brand awareness and real business results.
Effectiveness of Location-Based Marketing
GroundTruth: So we’re talking about location marketing. Why is it so important to marketers?
Truelio: Location-based marketing can be a significant part of any digital marketing strategy. It works incredibly well for retail campaigns and helps drive in-store visits to restaurants, car dealerships, and consumer brand locations.
GroundTruth: How can brands use location data-driven insights for their marketing campaigns?
Truelio: Let’s say that I am a male in his early 40s who works in the marketing and advertising industry. I like craft beer, the outdoors, great food, and Americana music. Also, I geek out on cooking videos on YouTube, Instagram, and TikTok. So if there is an opportunity for a craft beer brand to market to me with the IPA du-jour, they have found their match.
GroundTruth: How important is it for brands to understand if their strategy worked?
Truelio: It’s critical. Especially when marketers are focused on performance marketing that generates actual revenue. If I enter the location that sells their version of the craft beer du-jour, then a store visit occurs within the conversion zone set up within the campaign.
That’s right—analytics shows a probable conversion at the point of sale when there is no connection between campaign attribution and the point-of-sale system within the retail location.
GroundTruth: So, location data is really a brand’s best friend in this case.
Truelio: Yes, a performance-based marketing focus can certainly play a key role in generating real business results.
GroundTruth: We’re proud to be a part of helping brands improve their location-based marketing strategy. For example, you can use our inclement weather bid strategy to advertise weather-dependent businesses at the right time. A variety of industries also get the help they need to reach their audiences and drive traffic, including everything from veterinary care to construction.
In addition, we use a combination of first-party data and mobile device location to target prospective consumers based on where they are; it also considers the specific market segments to which those consumers belong. This enables businesses to hyper-target their audiences using consistently accurate and relevant information.
What are the Benefits of Working With Truelio and GroundTruth?
The partnership between Truelio and GroundTruth aims to supercharge businesses’ location-based marketing efforts. With the ever-changing marketing landscape, including the disappearance of third-party cookies, brands must be able to adapt accordingly. With the help of solutions from Truelio and GroundTruth, you’ll be able to get the best results from your marketing campaigns with the latest innovations.
Feel free to take a look at GroundTruth’s offerings here as well as Truelio’s agency services here.
