Gone were the days when marketing was considered to be a thankless job. In this age of digital advertising, it’s a boon to be a mobile marketer, considering the fact that almost all searches are now taking place on mobile.
Nowadays it’s pretty easy for mobile marketers to locate their target customers through location-based marketing. Despite several theories supporting the usage of technology, only 22% of mobile marketers are using hyperlocal advertising tactics effectively.
This form of marketing can work wonders for mobile marketers, who may not be using it to properly, opines the State of Mobile Advertising, 2016 report, which is produced in affiliation with Search Optics.
The hyperlocal form of advertising
In an ever-so increasing mobile world, the usage of hyperlocal advertising becomes vital, considering the number of active internet users that keeps growing on a regular basis. But marketers are unable to get desired results, since they are not exploiting the platform to the fullest.
This is what the survey result showed when respondents were asked about the tactics they’re employing to benefit from this form of advertising. Only 35% of respondents were found to be using the most popular hyperlocal marketing tactic, whereas only 10% of them used it to target audiences around specific locations such as shopping malls.
Respondents who were found to be using the tactic are benefiting immensely. When quizzed about the inherent benefits of this form of marketing, respondents answered words like excellent and good ROI.
Talking about the client-side respondents, over 90% of businesses confessed that they used it to some “good” to “excellent” effect by retargeting to track their business competitors and so on.
It’s only ironical that the platform has so much to offer but has very few takers. Only 22% of respondents were found to be using the platform to its full potential.
As such, we don’t need to jump the gun, especially considering the fact that hyperlocal targeting is at an early stage of its development. The benefits enjoyed by the marketers only serve as a reminder that this form of marketing is here to stay. The benefits of leveraging geo-targeting tactics are immense, if used well.
Here’s a link of a more comprehensive view on the subject.