“Location based advertising (LBA) allows companies to adjust their marketing messages to suit a number of specific scenarios,” says Dennis Armstrong, MD of Interface Digital. “Not only are they able to geographically target customers (down to street level), but their marketing can also be adjusted dynamically to suit variables such as a specific time of day or prevailing weather conditions.”
“Imagine an invisible fence (e.g. 5km) setup around your location or destination,” says Charles Talbot, Vicinity Media’s chief of publisher development. “We then serve mobile ads across our partner publisher network that includes most major sports, news and entertainment titles in South Africa. Any person browsing those channels within the geo-fenced area will then be able to view and respond to the marketing served.”
“Obviously the point of any digital marketing is the ability to accurately track and measure campaign performance. Through our partners, Interface Digital, clients will receive detailed reports providing accurate data on each interaction and option taken by their customers, allowing for additional campaign optimisation and increased ROI over the duration of their campaign.”
“Knowing where your customers are and how they behave (based on their online activity), allows you to serve the most relevant marketing messages, at the right time and place,” adds IFD’s Dennis Armstrong. “Mobile location-based marketing is effective, because you can personalise your content and target people who are most likely to convert into paying customers. Combine that with the special introductory rates we are now offering and businesses have a real opportunity to significantly increase their return on marketing investment this summer.”
