Digital marketing is adapting to hyper-targeted practices. Homing in on a specific segment of the audience has always been possible, but today’s geo-location goes much more granular. You are potentially leaving money on the table by not targeting based on coordinates. This new method isn’t as complex as it sounds at first, but there are some new use cases worth experimenting on.
Location targeting usually allows targeting for a specific area with some limits. You can’t target a particular block, for instance, but you would be able to target a city or a section of the city. Since engage:BDR added lat/long targeting, this question of distance is nearly irrelevant.
One hypothetical example might be a new franchise owner looking to bring customers in from the neighborhood. He might target competitive brand-related keywords from other restaurants in his area or even in his city, but he can also choose specific locations on the map to target as well. This approach has a two-fold advantage:
- Wasted spend is cut to a minimum. Even at a higher CPM, there would not be the volume of traffic necessary to drive overspending.
- Precision targeting: He may want to target a nearby university, where students are likely looking for a quick, easy bite between classesThe customer at another restaurant might not buy from our hypothetical restaurant owner because of brand loyalty, but others looking for a quick bite just may.
If you’re looking for a real life example, consider the recent campaign of LA Mayor Eric Garcetti. Garcetti’s campaign utilized data it had accumulated about voters offline to reach them online. With the help of engage:BDR, Garcetti was able to target voters where they lived and serve them ads that were relevant to issues they cared about.
Local businesses will gain ground, national businesses can test the interest for expansion and consumers see ads for products they are interested in if hyper local targeting catches on. With lat/long targeting, consumers on the go will find ads that may help them find the products they want at a lower price. Perhaps the biggest benefit is that ad spend will go to consumers who want to see those products.