How to Win Market Share with Location-Based Mobile Marketing

by | Aug 7, 2020


Location-based marketing is a direct marketing strategy that serves advertising or content based upon someone’s current or previous location. This allows marketers to make meaningful contact with their intended customer and improve the customer experience.

The vast majority of location-based marketing is powered by opted-in GPS data. When a person opts-in to share their location with a mobile app, the latitude/longitude data gathered from that app is what powers your ability to target them based on their location.

Each time someone enters the geo-targeted area, the platform technology captures the Advertising ID from mobile phones. This includes both iPhones and

Android phones. These Advertising IDs can only be obtained by having an application installed on their mobile phone.

An agreement with 180,000+ applications on both the Android Play Store and the Apple App Store allows audience marketplace firms like Factual and PushSpring to get these IDs from Google Maps, and other major applications.

Here are some examples of location-based marketing to help you understand how it all works.

3 Examples of Location-Based Marketing

  1. Geo-fencing involves creating a virtual barrier around a physical location. This can either be a radius around a large location or a polygon around a specific building or store footprint. Farm shows like World Dairy Expo and Farm Progress Show are often fenced by ag advertisers to invite farmers to their exhibit booths, before and during the event.
  2. Geo-conquesting refers to advertising to people who were previously in a competitor’s location with the intention of winning them away from that competitor. A tractor dealer, for example, can deliver display, video and native ads to farmers visiting local competitor dealerships.
  3. Lookback Digital Ad Marketing — also known as “historical data targeting” — uses smartphone users’ location history to determine if the user has been at or in a location within a specific amount of time. This type of technology has a look back window of up to 365 days, allowing advertisers to use this past location history to help determine their future purchase intent. You can also target cell phone devices that have been in your competitor’s locations the past week, month or more.

Are you hosting or sponsoring a virtual farm show?

Here is a great opportunity to utilize lookback targeting coupled with first-party ag data. Advertise to row crop growers or livestock producers who attended a farm show in the past 3, 6 or 12 months.

With programmatic buying, we also overlay Farm Market iD farmer and rancher demographic segments with the historical mobile data for more precise ad delivery to your target audience who attend farm shows.

For more insights on Geo Location Based Marketing, email or call Bob Schenck @ 847-778-1886