In 2020, mobile advertising is more important than ever. According to ZDnet.com, the average American now spends 5.4 hours per day browsing their phone at home and on the go. Smartphones have become the primary gateway to the world, and advertisers continue to develop clever ways to reach the masses where they spend most of their time.
Geofencing, or Geotracking as we call this advanced method at D2D, is an excellent, data-driven way to tap into the mobile marketplace with real time results. With the ability to precisely target down to a single plot of land, Geotracking is one of the most precise targeting methods of any advertising medium out there.
When designing a successful mobile advertising campaign, the key aspect to focus on is the right in the name: mobile. Users take their phones with them everywhere they go, and location data from their travels is collected by advertisers. This data is the major qualifier for Geotracking campaigns, as the places people frequent can tell advertisers a whole host of characteristics of the target audience.
For example, if someone is visiting a competitor’s car lot, chances are good that they’re in the market for a vehicle you sell. Geotracking enables you to have your advertisements show on their mobile devices while they are in your competitor’s showroom. With customers visiting an average of 1.5 dealerships before they make a purchase, your ad could very well influence them to add your dealership to their short list.
Serving ads is great when they’re on the lot, but what about when they leave? D2D’s Geotracking has that covered. Let’s say your ad is served to a potential customer on your competitor’s lot. They see the ad and decide to leave that lot to go home and consider their options. The Geotracking campaign has now latched on and created a unique identifier for that potential customer. This gives us the ability to a retarget them with advertisements even if they didn’t click on your ad on the initial impression.
To take it a step further, this unique identifier can determine when they’re home, at work, or anywhere else they frequently go and serve advertisements across all connected devices at those locations. This ensures that your message reaches them consistently while they’re in the purchase cycle wherever they go, and it all stems from a single visit to your competitor’s lot.
In addition to the cross-device retargeting benefits, the unique identifier associated with each ad recipient also allows us to track walk-ins to your lot. This means you can see in real time how your advertising is driving people to your showroom, which location they originally received the ad at, and determine how effective each location you’re targeting is at driving lot visits. This is an unprecedented look into the journey of the consumer, and an excellent way to measure ROI.
In 2020, when you hear mobile advertising when planning your automotive digital marketing strategy, you must think Geotracking. Geotracking maximizes the use of location data to get your advertisements in front of your competitors’ customers, makes sure your message stays in front of them throughout the entire purchase cycle, and has unmatched measurement and real time results to keep you up to date on your campaign’s effectiveness. If you want to find out more, contact our digital team today and set up a free consultation, or for tips to help in planning your 2020 strategy, head to your 2020 marketing strategy blog.
Michael is a Digital Marketing Strategist with over 7 years of experience implementing and managing digital media campaigns of all types and sizes. Over the course of his career, he has held a variety of certifications from Google Ads, Google Analytics, Facebook, Programmatic DSP’s and more.
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