Sahil Chopra, CEO & Founder, iCubesWire talks about the importance of using Hyperlocal Mobile Advertising in offline stores to increase the footfall of their prospective and potential customers. He further talks about using the techniques like Geo-location, Geo-fencing, and Geo-conquesting that help find customers and ultimately increase customer footfall
Display advertising was primarily intended to increase the traffic on the online stores. The motto of mobile advertising is to boost the number of conversions of the brands that are present online but Hyperlocal Mobile Advertising has taken it beyond online stores as brick and mortar stores are now leveraging the benefits of display advertising by potentially increasing the footfalls in their stores.
Initially, the market was divided into online and offline stores where digital marketing was specifically catering to the promotional needs of online stores whereas physical stores were resorting to traditional methods of promotion like Print or Radio.
What is Hyperlocal Mobile Advertising?
As the word ‘local’ itself, gives the idea of focusing on local customers. The customer in your neighborhood might be searching for you but the biggest hurdle is to find and lead those customers right in the store. Hyperlocal Mobile Advertising bridges the hurdle and increases the footfalls of relevant customers. Let’s find out how it all happens.
How Does Hyperlocal Mobile Advertising work?
Hyperlocal Mobile Advertising basically works using the mobile of the customer. Customer’s location, demographics (gender, age, education, ethnicity, etc.), census data (crime rate, household incomes, political leanings etc.) and other factors like weather, time of the day, upcoming or ongoing events in the city, etc. hint the advertisers about the needs of the customer.
Evaluating all the factors, advertisers send their messages to the customers nearby. According to the evaluation of AdProfs about 44% of mobile inventory in programmatic ad exchanges is aware of the location of the mobile phones. But, how do they get the location of the mobile phones?
People use multiple apps on their smartphones where many of them ask for the permission to access the location data of the mobile. If these apps happen to be supported by ads, the location of the mobile is shared with ad exchanges or ad networks. Then the messages are sent using 3 techniques.
3 Techniques of Hyperlocal Mobile Advertising
Geo Location
With the help of GPS, advertisers get to know about the prospect’s exact location precisely and timely. The information can be of best use to display advertising when combined with programmatic advertising. Since the customer’s relevant purchase history and location is available, it becomes easy to bring the prospect down in the purchase funnel.
Geo-Fencing
Geo-fencing is focusing on a particular geographic region and virtually fencing in such a way that the entrance of any prospect will trigger the determined action like displaying ad or anything tailored for the situation. It can be done on a larger area like 10-mile radius from the Airport.
Geo- Conquesting
It works to conquer the competitors. It involves using Geo-fencing techniques near the competitor’s stores to drive the customers to your store by sending them any enticing offer. It needs to be done in a smaller area, unlike geo-fencing.
Display Advertising for Brick and Mortar Stores
It’s time for brick and mortar stores to leverage digital marketing globally. Using Hyperlocal Mobile Advertising, they can make their stores magnet for qualified prospects. Leading digital marketing companies can help merchants grow their business significantly in their local area not just by increasing footfalls but by boosting the number of conversion.
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