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.
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.