Contributed by Steve Fales

As seemingly everyone goes about their daily lives with phone in hand, the old real estate adage that it’s all about “location, location, location” is now equally true about advertising. Enter geo-targeting where the real-world geographical location of a mobile device is identified through built-in smart technology, device ID and various other tracking methods.

Geo-targeting can provide value for your audience and better performance for you. Here’s how:

Strengthen Promotions. By knowing the demographics of key prospects (age, gender, race, interests, etc.), along with where they are in real time, you can send alerts that suggest your business as the perfect place to buy what they are looking for while providing special offers, coupons and discounts.

Fence Them In. Geo-fencing serves the most relevant content within a defined radius of the smartphone user’s location. So, if a person is furniture shopping, for instance, stores within a mile or two can lure him or her in with a message to take advantage of a sale.

Customize and Convert. Being able to adjust content and offer specific advertising to prospects depending on their location optimizes conversion rates. For example, someone who is car shopping for a high-priced brand can be shown an ad displaying a luxury vehicle. Another car shopper can be targeted with a deal on an economy vehicle.

Enhance Customer Relationships. Geo-targeting-based marketing campaigns cultivate more personalized relationships. They show customers that you are close to them and can offer what they need every moment.

Whether it’s an eye-catching notification or enticing use-it-or-lose-it promotion, quality content is always essential. Show it to the right audience in the right place at the right time and you can increase engagement and conversion results significantly.

Want a stronger connection with out-and-about seekers and shoppers? Let geo-targeting put you in control with the location, timing and data-driven creative that’s too spot-on to tune out.

About the Author

Steve Fales is President of AdServices, a full-service advertising and marketing firm located in south Florida. Serving the HVAC industry since 1998, AdServices has helped many contractors develop top of mind awareness. Contact Steve by calling 800.963.1914 or emailing sfales@adservices.net.