Companies now using more targeted localized marketing

Published March 3, 2015 at 8:19 am

Companies seem to be considering extremely localized marketing as a means of creating ad experiences that matter to potential customers. With more information and mobile channels open to businesses, tailoring content to reflect the target as closely as possible should be a priority. Location and context both matter, as Russell Buckley explores in a piece for the Guardian.

Buckley notes that marketers can now reach mobile users when they are in or near a store, meaning they have the chance to utilize data for more informed and user-specific messages. As long as companies craft these campaigns to fill a real need and don’t come across as overly invasive, companies could change a customer’s mind when they are in the process of deciding on a purchase or considering entering a store.

The Australian source CMO uses Kellogg’s approach to marketing as an example, with the brand’s regional marketing director John Broome claiming that location-based marketing could be the answer to industry concerns about engagement.

“This is a new frontier, and it will drive much better quality interactions between the targeted consumer and an offer, which is right in front of their eyes,” he said. “How that data is used, parcelled up, sold on and then wrapped around our ideas and our ability to use that data to reach people in-store – that’s a big, big opportunity going forward.”

With specialized marketing options, businesses could see a rise in more activity from consumers, especially those that like to look up brand details on their phone while on the go. Strong local marketing tools are important for capitalizing on both technology and user interest, with mobile a key part of the purchasing experience.