Tips One thing we know is that Facebook has continued to crack down on their custom audience platform which was released back in 2012. Facebook has continued to whittle away at their behavioral-targeting based options. While Facebook scrambles to find new ways to target users, our clients are scrambling to find methods of utilizing data to target on a one-to-one basis. Over the last few years, marketing via Location-Based IP Address Targeting technology has been slowly gobbling up media budgets. However, in the midst of the Facebook scandal, Location-Based Marketing technology has been tipping into the mainstream like never before. We have seen an increase in budget and impressions being served across our location-based ad campaigns. To help guide some of our newest users of Location-Based Targeting, we’ve put together some top strategies for you to consider.
#1. IP Targeting As An Add On To Current Campaign
Usually, for digital advertising campaigns, you need more than one entry point for your sales funnel. Mounting an email campaign? Running direct mail? Utilize Location-Based Targeting as an add on. In our experience, the more touchpoints a customer has, the better the results. Historically, pairing Location-Based Targeting technology with other campaigns has lifted results by as much as 10 to 25 percent!
#2. Pairing With Direct Mail
Over the years Location-Based Targeting has been framed as the direct mail of the digital world. Considering that the algorithm takes a household address and turns it into an IP address, uploading your direct mail list to the reverse lookup portal for another touchpoint is many of our client’s favorite strategy! We’ve seen incredible results when we support our direct mail campaigns with digital Location-Based Targeting display ad campaigns.
#3. Geoframing to IP Targeting
Our targeting options don’t stop at just targeting via an IP address. With Geoframing technology, we are able to take the Device IDs of individuals seen in a specific location, at a specific time. Targeting options are limited to an event that took place within the last six months. From here, we “follow” that device back to its home, allowing for Location-Based Targeting to take place. Geoframing is a great way to pull data from users that you know have engaged with you, or have engaged with your competition.
#4. Geofencing – Marketing to Customers In a Specific Area
Reach people while they are at an event or target a specific neighborhood. Geofencing uses GPS or RFID’s to create a virtual boundary around a location. We show ads to people while they are in this “fence.” Customers may stop seeing ads when they leave the fence, but we can remarket to them for up to 30 days if we were able to identify their device id. This technique is ideal for reaching a person while at a conference, event, or admission fair.
#5. IP Targeting to Your CRM
Upload your CRM list to the reverse lookup portal and directly engage with your customers. Segmenting this data out into groups can be an extremely effective advertising method. For example, segment and target only those who haven’t bought from you in at least 6 months or more.
#6. Reverse IP Lookup Technology
Visitors to your website are no longer anonymous. Imagine if you could automatically respond to qualifying website traffic with a personalized message, just days after they hit your site! Well, now it’s possible. Reverse IP Lookup Technology can look-up visitors’ IP addresses and run them through a ”reverse append” algorithm to determine their physical home address. This allows you to send targeted direct mail pieces to people who have already shown interest in your brand and are actively pursuing your product or service. With Reverse Lookup, we flip the algorithm to go from IP address to home address for direct mail targeting. By placing the Reverse Pixel onto your website, we identify the IPs of your anonymous website visitors. From here, the algorithm identifies the physical address and a mail piece is sent to the home. We have the ability to take the digital breadcrumbs created by visitors and turn it into a physical mail piece, brochure, white paper, or catalog delivered to the prospect’s home within 48 – 72 hours of their web visit.