Demographic data is a key element in effective marketing. It can be used to decide how to create the message for your product or service as well as decide how to deliver it. Here’s what I mean. Say you are looking to sell a new software service to CFOs of Fortune 500 companies. Using fun animated GIFs on Facebook may not be the best approach. Instead, you may opt to use a platform like LinkedIn and show an infographic. The goal is to match the message to the audience. So how does geofencing tie into this? I’m glad you asked.
When we create a geofence campaign, we begin with the location. That is, where is the fence most likely to catch your target audience. From there, we begin placing ads and monitoring impressions and click-thrus. If the campaign stopped there, it could still be a good advertising project. A good engagement from your audience as measured by clicks makes a powerful impact. However, there is more data waiting to be mined.
Outside of the ad sizes placing, we can also look at the apps that placed the ads. Now before you get spooked, know that we do not get any personal data such as logins or screen names. Instead, the apps themselves hold the key. By reviewing the apps, you begin to develop a demographic profile of the potential clients that were in the fence to begin with. You see, the app usage, type and “genre” help identify key characteristics of your target audience. With that data, your campaigns can become even more powerful.
Here’s an example. Let’s say that you see a large group of people engaging with apps associated with games that are often multiplayer. This could paint a picture of an audience that values social relationships as well as interaction. So what do you do? Make sure that the tone and imagery of your ads conveys the idea of being social. Additionally, the apps may indicate additional platforms to advertise on. Again, all data that is found by digging deeper into the data you have from a successful campaign.
This example is just the tip of the proverbial iceberg. Ad sizes, A/B testing, imagery and other factors can be used together to find the prime engagement formula for your audience. Still, there are false-positive readings as well. That’s why a well-planned strategy is key to make demographic data mining work.
Did this raise some questions? Do you have your own stories about successful or unsuccessful use of date in your campaign? Please use the comment section below and let us know. We always like hearing from you.
