Life-Pattern Marketing and Geo targeting

 

I ran across an interesting article in Digital Signage Today (the Digital Signage Accociation’s portal) written by Peter Bowen, CEO of SeeSaw Networks. Bowen presents a case for significant growth in the benefits and use of location-based marketing using digital signage. “Life Pattern Marketing’ he suggests allows behavioural targeting to more cost effectively deliver relevant content to specific consumer segments in the context of where they are more likely to be influenced by those messages. Reaching ‘alpha moms’ at specific venues during their day or students in locations where they most likely to be found are examples. Video and rich media content can be tailored to more specific audiences and can address a much more narrowly focused message or benefit based on specific behaviours of those target groups.

‘Geo targetting’ allows marketers to customize their message to a very narrow geographic area in a way that broadcast media like television and radio could never do. Reach and frequency, both pillars of tradional broadcast marketing are becoming less relevant in todays fragmetted consumer world. Mobile advertising, the ultimate form of geo-targetting is the holy grail of advertising. If you can convince a mobile device user to allow geo targetted messages (not an easy task so far) you can deliver specific and relevant content to your target audience when and where it has the most value.

No doubt we will see a significant growth in localized media networks in the next few years – followed by the inevitable consolidation of those networks a few years after that. In the interim you should consider testing these local advertising networks with your geo-targeted messages. One significant advantage to these networks is that it should be easier to measure the effectiveness of your advertising because of the immediacy of the message.

Signs, signs everywhere digital signs.

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