Marketing to a target audience can set your company apart from competitors and drastically increase your market reach . It will allow you to speak directly to your company’s ideal audience and appeal to like-minded consumers.
Unfortunately, identifying what your relevant audience is can be difficult, especially for brick-and-mortar shops. For physical stores, your relevant audiences might not align with your online audiences as it might be more closely linked to the geographical location of the shop. Making adjustments for these differences can be costly and time-consuming.
One way physical stores can identify their relevant audience and improve their marketing processes is through geoframing. With geoframing, you are limiting your audience demographics to a specific geographical sector, event, and/or timeframe. This is particularly useful for physical advertisements and online-to-offline (O2O) marketing efforts.
In order to better understand how geoframing can help garner relevant audiences, this article will breakdown:
- What geoframing is
- The ways that geoframing can be used
- How geoframing relates to audience research
- And actionable ways to garner relevant audiences using geoframing
What is Geoframing?
Geoframing is a form of data technology that uses coordinates to identify mobile devices within a certain area. Geoframing reads the unique mobile ad identifiers associated with each mobile device. With the right platform, your team can source mobile ad IDs over time to send more relevant ads to mobile devices in real-time.
Geoframing does not collect location data and it functions differently compared to products like geofencing, geo-retargeting, and geo-retargeting lookalike. These other forms of data collection focus on location targeting by drawing a virtual fence around a given location. They use GPS and RFIDs that triangulate a location from cell towers. Fencing data will also collect loads of useless information because it collects all the data in that area.
Geoframing is far from this. Instead, geoframing identifies mobile devices who have opted-in to seeing virtual ads through an ad exchange. The ad exchange can be traced to the network that the device connected to.
By only collecting data on devices who are consenting, your data is verified to be more accurate and its collection is more ethical. Additionally, you no longer need to sift through millions of tangential data points to find the information your company needs.
Ways to Use Geoframing
Geoframing is primarily used to support ad distribution. When a mobile phone opts into the ad exchange, then that mobile ad ID becomes traceable. Geoframing collects this data on historical basis so that the mobile device is not being tracked in real-time. Later, this data can be analyzed to develop a mobile device-supported marketing campaign. Then, ads can be sent to that device in real-time.
One of the easiest examples of geoframing occurs with sporting event marketing. In this instance, a large number of people (and their mobile phones) will be gathered in a specific location at a specific date and time. Geoframing can specify data using these same parameters. It allows you to identify a market that might be interested in products or sales related to that sports team or geographic location. Tailored ads can then be sent to that ad ID after the event to encourage brand recognition, promotions, or sales.
Geoframing also works for long-term behavioral analytics. The mobile ad ID that connected to the ad exchange can show marketers which locations that device frequents. Ads can be directed towards that mobile device when they become more timely or geographically relevant.
In theory, geoframing can also serve as a useful form of public announcement. Specified health or safety concerns could be sent to mobile devices who might be at risk for contracting a certain environmental illness or in a local emergency.
How Can Geoframing Support Audience Research
Identifying and directing your marketing efforts towards your ideal audience can contribute to a positive return on investment (ROI) and return on ad spend (ROAS).
While identifying a relevant audience is not always necessary, doing so will help your marketing team to distinguish a) the ideal consumer audience, b) differences between other types of audiences, and c) differences between competitors.
If you are marketing for a physical store, identifying this audience might have to come from on-the-ground research, including surveys, surveillance, and consumer demographics. While helpful, this data does not inform your team enough about your current consumers nor does it show the true gaps in your audience identification.
For example, if a shop selling beauty products wants to increase their audience, they could look into the geo-data to identify the a) age group of local pedestrians, b) buying behaviors of their current consumers, c) actual foot traffic numbers, and c) the percentage of foot traffic who are not related to their usual demographic. By opening up these other areas of analysis, the beauty shop could identify an audience of people new to the area or one that could benefit from buying beauty products as a gift.
How to Garner Relevant Audiences with Geoframing
Identifying your target audience can be tricky. While your current consumer base is a good place to start, it might not always be the most reliable when it comes to consumer retention or market growth.
Products like OnSpot Data’s Location Analytics platform allow marketers to create custom geo-frames to focus on a particular business, event space, or location. This platform also provides quick audience demographics from over 10 million national and small business brands in about 180 million locations. Quickly convert these demographics into physical addresses or import your current data into the platform to visualize where your audience is located.
By gaining new insight into your consumer’s local behaviors, or by identifying new target markets within certain regions, you can thoroughly and more definitively explore market research, audience potentials, and brand reach.