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Understanding your audience, no matter where they are

By 29.11.2018         2 Comments         Mail Now Send Mail   Post Comments

India is becoming a smartphone-first nation, with usage rates now the second largest in the world ó exceeding the US and just behind China ó and adoption is still set to grow. By the end of this year 337 million people, over a quarter of the population, will use a smartphone.

For marketers, this makes it critical to place mobile at the top of the agenda if they want to take advantage of this vast audience. Yet a big market isnít easy to engage; just because mobile offers sizeable scale, doesnít mean campaigns will inherently be successful.

To effectively capture interest, marketers must ensure messages are always based on deep individual-level insight and delivered in the right place, at the right time.

So, how can they do so?

Breaking through the noise

The ubiquity of mobile, especially smartphones, creates both challenges and opportunities. On the one hand, it broadens the lines of communication for marketers and allows them to access consumers 24/7. But on the other, competition for attention is high: in India alone, users spend almost three hours on smartphone apps each day and download rates topped 12 billion last year. To stand a chance of breaking through, messages need to have maximum personal and in-the-moment resonance; there is no room for one-size-fits-all marketing on mobile.

And this brings us to location. By harnessing the connectivity of smartphones and using it to obtain valuable location data, marketers can tailor messages according to where consumers are ó thereby adding contextual relevance to their targeting that amplifies its impact.

Location: the key to better understanding

Generally speaking, marketers can leverage mobile location data in two ways. Firstly, they can collate GPS data produced by in-built geolocation tools. Though itís worth noting that this functionality is often switched off and data collection is dependent on consumer opt-ins, which arenít guaranteed. Secondly, they can utilise IP geolocation technology, which can establish the location of a device without requiring opt-in or making the user personally identifiable.

Capable of locating users right down to post-code level, IP geolocation provides accurate and granular data that significantly enhances the precision of campaigns. For instance, instead of serving generic discounts, retail marketers can deliver real-time notifications featuring local offers to individuals. Moreover, IP intelligence also extends to further key attributes, including; connection characteristics Ė such as connection type (3G, 4G, WI-FI, wired, home or business) and speed, mobile carrier, internet service provider (ISP) and proxy information. This wealth of information not only helps marketers make sense of complex multi-sessional journeys, but can also assist in streamlining and simplifying the user experience. Marketers may choose to adjust message dimensions when public networks are in use to avoid slow page loads, or deliver ads for favourite products at the time individuals usually set off for the store.

And thatís not all. When merged with additional sources, geolocation data can also form one of the key components in building a multi-layered marketing strategy. By combining it with other insight ó such as data relating to a consumerís demographic, affluence level, device, and browsing activity ó marketers can use location as a springboard for constructing richer behavioural profiles. Armed with a holistic picture of how individuals behave, what interests them, and when they are receptive, marketers have the ideal basis for effective targeting.

In the era where smartphones are king, itís increasingly vital for marketers to develop their own smart strategies that allow them to cut through the noise and outpace rivals. And to do that, they need the in-depth understanding only accurate location data can bring. By seizing the power of IP geolocation to pinpoint where consumers are, what they are doing and how they are connected, marketers can give their messages a unique contextually relevant edge. By taking things a step further and blending location insight with a wider pool of data, they can create campaigns with deep real-time resonance no mobile user can resist.

TAGS: Digital Marketing,   usage of smartphone in India,   marketing through mobile phones,   Digital Marketing through smart phones,   IP geolocation technology,   marketing campaigns through mobile phones,  

   Glamour Online Salon, mumbai
Posted On : 1.12.2018

Nice article.

   Zahid Saleh, Lahore
Posted On : 30.11.2018

Great article. I think you should've included names of some really good IP geolocation services. Like, I've seen and tried some major ones and I must say that I found to be one that really suited my needs. Good stuff.

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