What is location intelligence marketing?

Location intelligence marketing is revolutionising the way brands communicate with both existing and potential customers.

By analysing geo-specific data intelligently, you can make your marketing initiatives more successful and ensure you’re reaching out to the right people, at the right times, in the right places.

Find out what defines location intelligence marketing and how you can integrate it into your promotional practices.

What defines location intelligence marketing?

Location intelligence marketing refers to the process whereby geospatial data relationships are used to determine your marketing processes. This is facilitated by geotagging.

Geotagged data can be combined with customer, store or local demography data. It can then be easily interpreted by overlaying it onto a map.

The visualisation of this data can help you identify new areas to target, reach out to potential customers, or improve individual existing customer value by providing a more personalised service.

How can brands use location intelligence marketing to enhance ROI?

Personalised marketing based on location intelligence data can increase ROI by as much as 30%.

Here’s how you can use location intelligence to better target new and existing customers:

New customers

You can reduce the cost of marketing campaigns for new customers by more accurately identifying areas where potential customers are likely to be.

This reduces the amount of marketing resources you’re required to purchase, as well as the number of person-hours required to distribute them.

Envisage a food retailer looking to gain a greater share of young professionals aged 25 – 35. Location intelligence will tell you where this demographic tends to live, where they’re likely to work and socialise.

The retailer might decide to purchase social media-based paid advertising to reach out to potential customers of the right demographic in relevant areas. They might also conduct a targeted leaflet drop in the area, and back it up with a billboard on the primary commuter route.

The retailer could then arrange for free samples to be handed out during Friday evening rush-hour to capitalise on the end-of-week high, with reps signposting those sampling towards the nearest store.

Existing customers

Based on the sales data you’ve accumulated, you can do all this and more with existing customers.

Retailers might use sales data to find out that a customer tends to do their weekly shop at the same store every Wednesday evening.

This customer is loyal and buys mostly the same items each week, but they’ve recently stopped purchasing cosmetics from you and you think they might be visiting a competitor’s store.

Using location intelligence marketing, you could automatically dispatch a marketing email reminding them about your cosmetics range as they walk past on their commute to work.

As they enter the store that evening for their weekly shop, a geofence could be set to automatically send out a text message detailing the cosmetics offers relevant to this particular customer.

These are just some examples of how you can use location intelligence marketing to improve ROI reach out to customers with a more targeted approach.

You can use this data in so many different combinations depending on your desired outcome. All you need is a way to effectively process and visualise such huge datasets.

Discover how Periscope’s® location intelligence can fine-tune your marketing campaigns.