Movement data trumps the traditional methods of identifying an ideal audience
Identifying ideal audiences is something that marketers spend a lot of time doing – through content and social targeting data, demographics and past purchase history. All of which are useful profiling data, but as all marketers have access to this data, it will not give you an edge. To increase scale and engagement opportunities, broadened thinking about audience data strategy is key.
Consumers real-world behaviours need to be understood so that marketers can implement more relevant (and therefore more cost-effective) audience targeting. Movement data needs to be observed, measured, recorded and analysed to do this.
Movement data shows intent which makes it a far higher audience currency value. Intent is more valuable than traditional demographic signals because marketers don’t have to guess consumer action.
A lot of contextual data is generated from mobile devices as they travel around with the consumer – much of this being untapped. Historical geo-location data also provides enormous value, as where you have been reveals a lot about who you are.
Pointed questions help to hone in what data to capture. Such as – Do you know where your audience lives? or how often they travel abroad? Where do they shop? Answers to such questions are easily attained through movement and data location technology.
Regina Goh, managing director Asia, Blis said “Location has evolved from a tool to target people where they are, to a platform of real-time and historical insights about consumers’ true intent and actions. The power of location for targeting in the moment has been proven. We can now show how location has evolved beyond ‘marketing in the moment’, to enable marketers to create specific audience segments based on actual movement behaviours.”
Being able to understand movement data allows marketers to accurately calculate intent of consumers more accurately, from where they go, how frequently they visit and how long they stay. It also provides an understanding of physical-world behaviours that marketers can leverage to drive success into their campaigns. Using only online behaviour as a profiling tool limits the information about your target audience. Whereas combining digital media habits with real world behaviour gives a much widen view of your target audience. Movement data is something that when used can provide a depth to audience insights that content data and demographic cannot deliver alone.