‘Geo-Conquesting’ Drives Customers Away from Local Competition with Mobile Ads [Study]
XAD | 08 / 16 / 2013
“Geo-conquesting” – a term used to describe mobile advertising tactics that grab attention away from competitors when they are in the competitor’s location – is the next big thing, according to xAd.
Today, xAd released findings in its Q2 2013 Mobile-Location Insights Report that showed businesses from restaurants and retail to financial services and insurance are successfully employing geo-conquesting, driving customers away from competitors and into their own doors. In fact, geo-conquesting is up 10 percent from Q1 2013, according to the report.
The categories experiencing the most success don’t even require an in-depth purchase consideration by target consumers, xAd noted:
So what should you consider if you’re interested in conquering your local competition with mobile ads?, Monica Ho, xAd’s VP of marketing, said to keep the following in mind:
- Test different targeting radiuses: The optimal targeting radius used for geo-conquesting will vary by business and industry. As a result, test multiple distances in the campaigns to determine the appropriate targeting fence for the locations.
- Use location-aware creative: Location is central to geo-conquesting, so leverage this unique feature to create the most relevant creative by telling the consumer how near they are to your locations.
- Use action-oriented creative: Coupons, promos, new products or limited-time offers provide an extra incentive for a consumer to choose a brand over it’s primary competitor.
- Make conversion easy: The fewer barriers between a consumer and a business, the more likely they are to come in the door. As a result, provide one-click access to things such as phone number, location map or map and driving directions.
- Track performance past the CTR: Secondary action rates are especially important in geo-conquesting, as these consumers may need something extra to attract them from going into a competitor’s location. Understanding what they are looking for (directions, menus, coupons) is key to the success of current and future campaigns.