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Why Mobile Marketing Should Leverage Location Targeting

mobile marketingMobile marketing is all about reaching potential customers at exactly the right time, giving them answers just as needs arise.

Google refers to these crucial seconds as micro-moments, in which a person on-the-go realizes a need and enters a query on their mobile device to find an immediate solution. And micro is an apt description, as mobile searchers have a sense of urgency, so the window of opportunity is small.

For businesses that have a physical location or serve certain geographical areas, being the first name that appears on mobile SERPs means having ads with location targeting.

The majority of mobile marketers are already using it, according to a study conducted by Lawless Research. But doing something because it's trendy isn't a good business case, so let's talk about how location targeting for mobile can boost your customer base and ROI.

How Location Targeting Bolsters Ad Campaigns

The Lawless Research study surveyed 700 location data buyers in the U.S., including consumer brand companies and advertising and marketing agencies. The research showed that 85 percent of marketers who used location data in marketing or ad campaigns saw a growth in their customer base, and 83 percent saw higher customer engagement and response rates.

Other effects of using advanced targeting capabilities included gaining a deeper knowledge of customers' needs and interests (77 percent); an improved return on investment (74 percent); and increased lift (70 percent).

Targeting boosts paid campaigns by ensuring that your message is sent only to relevant users, but there is a caveat. With sizable ad spend riding on the efficacy of location data, you will want to ensure the location data you obtain is accurate, precise and has been validated. These were the top concerns for marketers, along with scale, reach, privacy, ease of use and price.

Consumers Value Personalization and Convenience

In addition to amplifying your paid campaigns, geographical data can help you create a customer experience that is personal and convenient. Location targeting allows apps and websites to determine where a user is located and make offers or provide information accordingly.

Of the companies using geotargeting for personalization, Lawless Research found that 91 percent ended up with a better understanding of their audiences, and 87 percent saw more positive customer experiences.

Additionally, 84 percent had more effective campaigns, 62 percent experienced better targeting and 53 percent saw higher conversion rates.

You have access to a plethora of tools and data to make your mobile marketing campaigns more effective, and location targeting is one of the best. Working with a team of experts can help you fully leverage the available technology and grow your business to new heights.

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