Faster, Stronger, Better…The Bionic Effect of Hyper-local Media Plans on ROI
Today, many consumers receive thousands of mobile ads every month making it increasingly difficult for a business to get noticed. To combat this issue progressive media buying agencies have begun to turn to a rather tedious but simple solution for getting their message to the right audience. It’s hyper-local micro marketing.
In this cluttered environment, the natural response is to spend more and increase the number of ads to allow for greater deliverability. Micro-marketing mobile campaigns employ a more focused approach to reach the true target audience by narrowing ad placement to a smaller run of sites, pinpointing their focus and then drilling down by geographic area, by region, county, city and zip code.
Mobile phones clearly have become the device of choice by young and old alike and it’s nearly impossible to go anywhere without someone engaged on their cell. With the technological advances and 4G, soon to be 5G, these devices have now become a necessity in life. No longer are mobile units only tracked by their area code. Hyper-local marketing uses smartphone apps and GPS data to geographically identify the location of the target audience. Based on mobile subscription information and aggregate tower IP locations, the apps and sites can deliver ads, discounts and promotional information of a local business directly to that device. This method of delivery capitalizes on a connection with consumers at a local community level.
This type of mobile marketing involves putting the consumer first above all else. Community is the center of a target audience’s world and brands must identify with the things that matters most within that market and network in order to market products and services effectively. Regional companies need to utilize mobile marketing with the same pinpoint accuracy needed to dart the bullseye. It’s imperative for a company to be engaging when the consumers are in market and desire to engage. Creating this timely relevance has a stronger influence on consumers purchasing decisions, thereby increasing the likelihood they will act.
By implementing this strategy, mid-market regional companies can avoid the clutter of everyday mobile ads and harness the power of direct mobile advertising to the people that matter most without destroying other media budgets to accomplish the goal. The power of hyper-local mobile advertising will not only increase the performance of a marketing campaign, it can provide valuable data to make the success of future marketing campaigns faster, better and stronger.
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