Mobile geofencing has offered retailers the ability to target smartphones using a geofence and place offers in tagged smartphones. If a user clicks on the retailer’s ad their ID would be placed in a retargeting folder for a future campaign. The KPI has been click thru rate. The higher the click rate the more successful the campaign.
If you compare mobile advertising to newspaper, radio and out of home advertising the better outlet is clearly mobile. The three traditional outlets depend on collecting a huge amount of impression and hoping that the client’s demographic is in the mix. With mobile offering geotargeting, targeting by day and time, demographic and behavior targeting and being cheaper, the argument that mobile is a better media outlet is solid.
Recently retail accounts have been pushing for in-store traffic reporting. Changing the KPI to CPV (cost per visit). Programs like TrafficDrive (Copley Advertising) along with programs from NinthDecimal, Push Spring and Simpli.fi have the capability to track tagged smartphones back to the retail location.
Copley Advertising’s TrafficDrive program is unique. Copley Advertising will geofence retailer’s location. Tag smartphones in the geofence. The user doesn’t have to click on the ad. Once the user sees the ad the phone is retagged. Copley Advertising transforms the retailer into a Conversion Center. When then retagged user enters the Conversion Center their ID is counted. Copley Advertising can create a report showing store traffic directly generated by the mobile campaign.
The power of mobile continues to grow and the demands by clients are helping mobile DSPs to create programs to meet expectations. The great news is that mobile will continue to rise and meet different benchmarks for different sectors.
The first wave of information is in regarding mobile’s role in Black Friday/Cyber Monday revenue. Below are some highlights.
The biggest news was that mobile revenue was over $1 billion by the end of Black Friday. That was a 33% increase from last year. The most optimistic projections had revenue over $1 billion by the end of Cyber Monday.
PayPal reported that one-third of all payments on Black Friday were from smartphones.
Walmart reported that on Black Friday 70% of their online traffic was mobile. Target stated on Black Friday 60% of their online traffic was mobile.
On Thanksgiving, mobile revenue accounted for 40% of all sales and 57% of traffic. (MediaPost)
Amazon reported that mobile revenue on Thanksgiving topped last year’s Cyber Monday.
A very impressive week for mobile commerce. Companies will continue to develop their mobile commerce platform. Mobile’s advantage is the online buying cycle. The consumer already uses mobile first to compare prices and check reviews. Companies need to take advantage of those habits and help the consumers take the next step. Consumers have always been ahead of companies in the demand for easy to use mobile commerce platforms. Companies need to catch up to smartphone users requests for the simple reason there is over $1 billion on the table.
eMarkter has published that other factors do influence US internet users purchasing decisions but none come close to the popularity of coupons and discounts. More than 70% of US internet users said their purchase decisions were influenced by coupons and discounts.
No other influence was had more than 50% of responses. The closest was family and friends with 40%. 30% named TV as the LEAST effective and 20% saying radio was the LEAST effective.
In June of 2016 Points.com found that 50% of respondents wanted more relevant coupons and deals from retailers.
And a September 2016 survey of US millennial mother internet users by Roth Capital reveals that nearly 70% of them searched for or downloaded mobile coupons while on their smartphones and shopping. October research should dollar off coupons are the most popular.
Mobile users have welcomed and are now demanding that retailers geofence their locations and place coupons and discounts in their location. With mobile retargeting, after the customer leaves the store additional discounts and coupons can be delivered. These offers can bring customers back to the retail location. Tracking methods can be used to see how many tagged users that opened up the coupon away from the retail location came back to the store.
Retailers using mobile geofencing to deliver discounts and coupons to the consumer in store will have an advantage over other retailers that are not geofencing. The consumer has signaled that they want more. If you are not using the tools of mobile geofencing to its fullest then you are losing business.
For more information and about setting up a mobile geofencing program that will deliver coupons and discounts to you customers in-store then tracking the tagged user and deliver additional offers to drive them back to the retail location click here.
AdvertisingAge made an announcement that event giant Live Nation will now geofence their events. Live Nation claims they sponsor an event somewhere on the planet every 20 minutes. They will tag mobile IDs of concert goers and gather information such as the age, sex, how much did the person pay for their ticket, what food or drink did they order and other information.
Live Nation’s technology will track the tagged ID’s social media behavior. When a tagged user places a picture on Instagram during the event, Live Nation may store that information and could repost the image on Facebook as a sponsored ad. Then track the ID’s comments on other social media outlets and possibly repost.
All the information will be loaded into their database and Live Nation will be used to build look-alike models for future events. This will hyper-target their mobile and traditional advertising.
This model reaffirms that not only is geofencing a tool for marketing but the backend data is very valuable. Real-time creative, landing pages, optimization changes can give companies like Live Nation valuable marketing feed back. What T-Shirts were a best-seller, which drink was voted most popular, how many pictures were posted on Instagram and other behaviors. All this data can pinpoint marketing trends in real-time. When you have an event every 20 minutes that’s a lot of valuable data.
In Boston Dunkin is a religion. But what about secondary markets? For years DD has turned to mobile geofencing to help solve their problem. In Philadelphia and Washington DC Dunkin as geofenced their locations. Placed an ad for their mobile app. If the consumer downloaded an app they received a free medium hot coffee. If you are the customer you walk out with a free coffee. If you are Dunkin you know that each downloaded app will generate an extra $1,500 in revenue. So when Dunkin needs to help in a DMA it rolls out a mobile geofencing program. How can mobile geofencing help your business?
Consumer good companies have a great chance to reach their demographic at the magical moment when they are about to buy your product. By mobile geofencing outlets that carry your product you are reaching your demographic when they are ready to purchase. Copley Advertising will tag smartphones in store and place ads for your product in mobile apps. If the demographic clicks on your ad we can retarget them and continue delivering the ad after they leave the geofence. Your ad will only run during store hours and after we gather enough data Copley Advertising will pinpoint times of day that have the highest click rate. Then we will delete the locations that are underperforming and you will have a lean hyper-targeted advertising campaign reaching your demographic in front of your product at the exact moment they are ready to purchase.
Urber Media published some interesting cross shopping affinity analysis. It showed that Macy’s customers are twice as likely to visit a JC Penney location than Kohl’s. Why is this important?
First, it shows that mobile advertising agencies are getting smarter about how they use their data. Data is the real currency of mobile marketing. Increasing CTR and ROI are very important and drive business. But collecting data that the client can use for a cross-platform online/offline campaign is almost as valuable as a sale.
A campaign can be set up where Macy’s geofences all their locations (lat-long). Captures the ID of all smartphones in store. Places ads in apps. Then places IDs of users that clicked on the app in a retargeting folder. This retargeting folder is key as a separate campaign can be run to the captured IDs only. These users have already expressed an interested in the offer and are at least 2x more likely to act on a purchase then a user that has not clicked on the banner.
But with the data like the type that Urber Media provides, Macy’s can now run a campaign targeting all JC Penney locations and place Macy’s ads in mobile apps on smartphones in a JC Penney store. Then collect all the IDs of smartphone users that clicked on the ad and place them in a separate retargeting folder.
Why JC Penny? Because in a Urber Media study that compared other retailers JC Penny was the most likely retailer that Macy’s customers would shop. In comparison, Macy’s customers were twice as likely to be at a JC Penny then a Kohl’s.
The ability to target smartphone users in a set location and drill down to demographic is important but we should not overlook that the data collected can be used for retargeting and making offline advertising more efficient and effective.
The mania of Pokemon Go has forever changed how mobile marketing will be seen by retail and consumer goods companies. It’s now clear to retailers and consumer goods companies that mobile geo-targeting is a powerful tool that can cause an organic reaction and propel their brands to a new level of engagement.
Retailers can tag the IDs of smartphone users within a five-mile radius of their locations and place a Pokemon Go “like” ads in mobile apps driving traffic to their locations. They can drill down to demographic and behavioral qualifiers. Increase in-store foot traffic is an important indicator for a successful mobile campaign. Data from companies like Cuebiq is making tracking the holy grail of in-store traffic a lot easier and faster to track.
For consumer goods companies using the Pokemon Go like strategy of driving consumers to store locations that carry their product is a very effective plan. With the increased ability to target by contextual, behavior and users individual selling habits, consumer goods companies have powerful marketing information on top of the ability to geo-target.
Pokemon Go has helped the mobile marketing movement go mainstream. Retailers and consumer goods companies will now realize that the capabilities of Pokemon Go have shown only a small part of what mobile marketing can do.
Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.
There are many factors to consider when trying to optimize a mobile campaign. Drilling down to OS will show the break out between iOS and Android. Copley Advertising has seen a three to one gap in clicks. If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.
When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.
There is a movement to gear campaigns to iOS only. We have seen 3 to 1 click rates in favor of iOS and some in favor of Android. With Android impressions being cheaper finding Android skewed data may be a bonus.
If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.
Copley Advertising uses a mobile DSP platform to reach your mobile marketing goals. We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.
Interested in mobile geofencing? Email us at firstname.lastname@example.org.
A popular question Copley Advertising hears from clients as their mobile geo-fencing campaign begins is that their Google Analytics is not showing any increase in mobile traffic. Mobile traffic from apps is not designed to be Google Analytic friendly. Unlike web pages, mobile apps are not driven to be Google friendly as their business model is download driven. Traffic from mobile apps and even mobile search will not be read by Google Analytics. Plus the issue that Google Analytics is session driven and not impression driven adds to the issue of under-reporting of mobile impressions.
How do we solve this problem? Copley Advertising works with a company call unbounce. They have created a landing page tracking system that can read mobile traffic. Plus their platform allows for landing page A/B testing. In order to track clicks to the landing page and conversions, Copley Advertising creates landing pages for the clients that will report clickthrougs and conversions in real time.
Copley Advertising can not only optimize creative and app placement but also landing pages. And all our tracking is in real-time and transparent.