The last twenty years have seen a remarkable change in Digital Marketing. At the outset of this new channel, the approach from marketers was fairly rudimentary and rooted in the historical ways we measured media, buying reach and impressions.
As digital marketing evolved the promise of the channel soon presented itself, the ability to measure and optimize marketing investments. The initial metrics were basic; impressions, clicks, and (gasp) CTR. As simplistic as that seems today, at the time it established a baseline from which marketers and agencies could evaluate campaign data in real-time, ending the “set it and forget it” era of marketing.
Those seem like simple times. Over the years it would be an understatement to say the landscape has evolved. The Ad Tech ecosystem presents a complicated assortment of software providers from which businesses must strategically amalgamate to meet their business objectives.
The common denominator in most of this digital transformation is that the technology and expertise have all been built to communicate, measure, and optimize an online asset; a website, blog, social media channels, or other business-owned media channels.
Given the technology over the years that have made perfect sense. Media consumption habits have shifted, and time spent on digital platforms has exponentially increased. E-Commerce has exploded with most consumers feeling comfortable making an online purchase.
If you own a website the amount of data that flows through readily available analytics software is staggering, providing detailed information on site traffic, user demographics, conversion rates, user traffic flow, and much more.
As a career digital marketer who left the corporate world to start my own agency, I was resigned to the fact this type of granular data would only be applicable to the online world. Fast forward a few years and I was serendipitously introduced to my business partner, Dino Cicala. A fellow entrepreneur, Dino had deep expertise in technology and was very prescient about the future of location-based marketing. He understood the amount of data flowing through locations via Wi-Fi systems, beacons, and mobile devices and together we quickly realized that we were on the cusp of another transformational change in the digital marketing landscape, location-based marketing.
There are a few broad trends driving the aforementioned transformation in location marketing.
- Saturation of smartphones in the consumer market
- Customers desire to ALWAYS be connected
- Experiences driving a resurgence in physical spaces
- Ubiquitous deployment of public Wi-Fi networks
- Next-generation Wi-Fi and Bluetooth infrastructures ability to capture a large amount of mobile device data
- Software that brings online campaign management and measurement to physical spaces
- The convergence of these trends is driving huge growth in location-based marketing. The technology is now available to measure and optimize many of the same performance metrics that were a short while ago only reserved to the online world.
Ask yourselves the following questions:
- Am I able to see the number of people who visited my website, frequency of use, and how long they stayed?
- Does my business know the demographics and interests of the people who come to my website?
- Do you have a mechanism to collect opt-in-mail and social media data from my website?
- Can you send targeted messages to people on your website with special events and offers?
- Can I measure visitor flow within my site?
- Do I have a way to reach people with targeted messaging after they have left my website (retargeting)?
I imagine most people taking the time to read this article would answer yes to all of the above. In fact, those questions only scratch the surface and are now table stakes for effective marketers. Now ask yourself is the same true of your physical location, and if no, why?
Spatial Code was founded under the passionate belief that physical spaces can and will transform into dynamic digital environments. Our goal is to help our customers transition through the process and help them glean business intelligence from their spaces which lead to tangible increases in bottom-line revenue.
We started this blog to share our insights and updates on the location-marketing space. We invite you to like us on social media to get our latest updates.