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The Benefits Of Geolocation For Predicting Behaviour


2 March 2018, Danielle de La Bastide

Google recently announced a plan to test new geolocation technology in emergency response systems, so that 911 services in selected American states could get to mobile users in distress a lot quicker. “Google tested its new system across parts of Texas, Tennessee, and Florida covering about 2.4 million people. The test took place in December and January and was apparently only for people using Android devices that called into 50 different 911 call centers in those states,” stated Hot Hardware. 
Companies like RapidSOS who participated in the test claimed that “the data sent by Google was more accurate with a radius of 121-feet around the caller, rather than the 522-feet typical of data sent by the carrier.”
Geolocation technology like Google’s has become a standard feature in many industries from e-commerce to law enforcement. Since a majority of today’s society exists online, using a device’s GPS to help with things like shopping, mapping, and even our well-being is just another way to make life easier for we humans. When it comes to customer service, geolocation is a handy tool that many marketers swear by,
“Every advertiser has an understanding of where consumers are located through their devices translated as specific GPS coordinates,” Jim Kovach, vice president of business development at CrowdOptic told Fortune

Location history is an excellent indicator of customer behaviour and a useful predictor of how to keep them happy. Here are a few ways to do that:

Geotargeting for better segmentation

This is a useful method for zeroing in on where a customer base will usually be, knowing ahead of time where a prospect plugs in is another way to enhance personalisation. Geolocation tracks by IP address and connected to that is a range of data which aids in targeting ads specific to a customer’s location. “If a user from a high-income neighbourhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle,” writes Search Engine Land, This knowledge can also help segment customers in a brand’s database for the after-purchase phase when retention comes into play.

Bridging the gap between online and offline customer data

We’ve reiterated this fact, but connecting digital brands with their on-the-ground vendors is essential for increasing the bottom line. One way to do that is to join mobile ads with brick and mortar campaigns. Unilever is a good example of this. Their ice cream brand Magnum saw great success in Ecuador when a mobile banner ad invited customers to create their own ice cream and pick them up in store. According to Mobile Marketer, “Magnum saw 14 percent in-store sales increase and claims to have doubled the world record of ice-cream bars sold in a store on a single day.” Another method for geo-tracking online to offline behaviour is by using a feature like Google’s AdWords. This system allows for a more granular scope of customer location possibilities, such as TV regions, airports, cities, departments, municipalities and more.
All in all, geolocation is a useful way to stay technologically adept and produce relevant marketing which many customers respond to positively.
Via: Search Engine Land, Fortune, Mobile Marketer, Hot Hardware. 

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