Direct response relies on reaching your target audience with advertising they want to see. If you aren’t hyper-targeting your advertising, you’re literally wasting money running ads that won’t help you gather actionable data. If you’ve exhausted all keyword and demographic targeting, it might be time to go hyper-local. It’s a delicate balancing act, but some new methods for targeting consumers have pushed us toward the apex of direct response.
Location Targeting Evolved
Recently, engage:BDR was tasked with helping the current mayor of Los Angeles win a nonpartisan election over a fierce challenger. The tactic that engage:BDR chose was to collate offline voter data with online advertising practices. Essentially, the company studied voters and developed profiles to target.
But there was something new at play. Location targeting wasn’t just looking at cities or states, engage:BDR was targeting latitude and longitude points on the map. This has huge implications.
Consider that advertisers want to verify their targeting is accurate. Going hyper local lets advertisers hone their efforts toward a specific location, perhaps an office building. Although this will be a gradual roll out, advertisers will eventually be able to target extremely precise locations without worry for wasted spend. That’s a lot of potential coffee drinkers for the neighborhood Starbucks to target with coupons and ads.
While there is no evidence for supplanting brand loyalty, yet, there is the fact that these mobile buyers are in situations where an ad can appeal to them.
A good example might be competing with a fast food joint. If a supermarket wanted to compete, they could show ads for tasty soups or sandwiches when customers are near a burger joint. Restaurants could compete with each other offering coupons or showing ads for new menu additions with lower prices.
This has even greater implications on the local level. How many bars would benefit from being able to target every bar hopper on a Saturday night? Advertisers can also utilize a time frame to make sure that they are hitting interested, motivated buyers. Toyota could target customers who have visited a Honda dealership in the past 30 days.
Hyper local is coming to the world of digital, and it will help target the consumers brands want to reach at the times and places where they are most likely to buy.