Category: Geolocation Technology

Peoplecount investigates the effects of location-based information in marketing

Peoplecount, a leading market research firm, recently released a report on behalf of ADCentricity, a location-based solutions company, concerning the marketing prospects of location-based digital media. The report was based on an ADCentricity client in the insurance industry, which had been running a national marketing campaign targeting various demographics. The report highlights various factors of the marketing campaign and its reach to consumers, covering aspects such as brand awareness, message recall, purchase intent, influence, and basic audience demographics.

Marketing campaign sees high exposure and engagement

According to the report, more than 80% of consumers that had experienced the marketing campaign heard it over the radio, with 50% having seen some aspect of the campaign on a digital screen of some sort. Approximately 1% of the consumers surveyed by Peoplecount were not aware of the advertisement at all. Most of these consumers were able to aptly recall the advertisement.

Insurer targets specific demographics for products

The report shows that the insurance company behind the marketing campaign made use of demographic information to sell its products to a targeted audience. Peoplecount notes that 68% of these consumers already held an insurance policy that related to the same type of coverage the insurer was trying to sell. Approximately 10% of consumers had plans to purchase additional insurance coverage within the next year. Peoplecount found in its report that the marketing campaign saw the most success in venues that had high dwell times, such as gyms and doctor’s offices.

Geographic information helped campaign find success

The report highlights the benefits of using location-based information to target consumers. The insurance company behind the marketing campaign was able to use this information to target consumers that would be in locations with high dwell times. As a result, the insurer saw a great deal of exposure through its campaign. While the report does not document the impact the campaign had in terms of sales, it does show that location-based marketing is a powerful way to reach a target audience.

The two companies will also work together to provide a virtual currency service to consumers.

SocialVibe, a digital ad company, and Placecast, a location-based mobile marketing business, have just announced that they will be working together to bring together geolocation and virtual currency that can be amassed by consumers through gaming and online browsing behaviors.

This service will target mobile shoppers who are seeking retail discounts at local shops.

The partnership between these two companies marries the digital marketing platform from SocialVibe with the geofencing technology from Placecast, in order to improve and enhance the consumer experience. In order to take advantage of these geolocation technology benefits, a consumer will need to travel near to the actual physical location of the store. This will trigger the discount opportunities.

The entire geolocation discount experience is based on an opt-in program.

Within it, the consumer can choose the specific brands from which he or she would like to receive geolocation based discount alerts. Every time they opt in for a program, they use virtual currency that is connected to an online activity or social game in which he or she is participating. When that individual travels near to the brick and mortar storefront that is linked to that specific brand program, it triggers a geofence, which then sends the consumer an SMS alert. This could include anything from a reminder of the currency that has been earned to a specific discount offer.

The partnership provides a new way of interacting with consumers (through their online browsing and gaming habits), in order to develop them into a geolocation marketing strategy based on his or her physical position, which then makes offers for in store discounts and other benefits.

It is not yet known which games will be available to the consumers as a result of this new partnership. However, the technology is already being tested, said the director of business development at SocialVibe, Chris LoRusso.

The new partnership will work with geolocation technologies as well as SMS messaging, which means that it is not necessary for the user to have a smartphone provided that he or she simply opts in.