Local-focused mobile advertising agency xAd’s the Q2 2013 Mobile-Location Insights Report shines a bright light on geo-conquesting, one of the hottest trends in local-based marketing. In this environment, the “conquest” element involves a business targeting consumers in competitive locations to drive them from the competitor to their own front door.
Nearly a third (32 percent) of more than 200 mobile ad campaigns tracked used this technique in the second quarter of 2013, up from the 22 percent posted in the first quarter. According to the report, this method has proved especially effective for businesses in the restaurant, retail, financial services/insurance, travel, gas and convenience markets, which were listed in the top five geo-conquesting ad categories.
Geo-conquesting goes beyond reaching the customer at the right time, and straight to a competitive edge. In its most common form, it targets consumers with competitive ads when they are in a location near a competitor. However, it may also target people who have visited a number of locations based on specific behaviors that identify them as potentially good customers. The tactic has been a powerful driver for location-based targeting in general, which according to xAd data saw its highest adoption ever in the second quarter, where it was deployed in more than 90 percent of mobile ad campaigns.
Geo-Conquesting Performance Measured
The recent xAd report would appear to back previous claims touting the effectiveness of geo-conquesting. A MediaPost article chronicles its usage over the week leading up to Mother’s Day 2013, where xAd rival Verve Mobile said it drove in-store traffic to over 7,000 locations and increased click-through rates 30 percent higher than traditional geo-fencing methods. This article highlighted the concept of leveraging the competitor’s location as an ideal pairing with the already common practice of building a geographical fence around one’s own store.
The report also offered advice to content marketers who may be considering adopting geo-conquesting in their mobile advertising strategy. xAd recommends testing different location ranges, creating location-based and action-oriented ad content, optimizing the engagement experience for consumers to make conversions easy, and tracking performance beyond click-through rates. While every campaign is different, the agency underlined the aforementioned strategies as practices for driving the best results with this emerging location-based marketing tactic.
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