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How to Use Geo-Demographics Based Consumer Segmentation to Launch Successful Marketing Campaigns During COVID19

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To launch a successful marketing campaign, but especially during COVID19 pandemic, it is imperative to know your customers and to identify a “killer” marketing hook to entice consumers to “bite the bait”. The “perfect bait” could be one of the many marketing tricks that used to appeal to your customers in the past: exclusivity, a limited time offer, an affordable price, engaging content and many more. However, during difficult and uncertain times when people are scared, vulnerable and looking for comfort and understanding your content and targeting techniques more than ever must be “relevant”, “original”, “engaging” and sensitive to customer’s “circumstances” and the “surrounding”.

Marketing tactics that used to work for years might no longer do the trick. Thus, in order to survive, online businesses must exit their comfort zone into unchartered territory to try something new. One of the oldest and the most powerful marketing tools: Geo-Demographics Location Based Consumer Segmentation is something to consider.

There are many reasons why geo-demographics location-based segmentation is an underdog of consumer segmentation. When surveyed by datasetsDB.com Consumer Segmentation Research Group, one of the most common reasons for not utilizing geo-demographics marketing is because 80% of businesses failed to collect geo and demographics consumer data as part of their registration funnel. As a famous American writer, Johnathan Raymond once said: “You can’t know what you don’t know. You can’t know about things you have yet to discover.”

Let’s allow this statistic to sink in — 80% of businesses never tried geo-demographics consumer segmentation because they didn’t collect the data and, as a result, did not have it available in the database along with all other consumer profile metrics. The irony of this situation is that businesses only need to collect the Zip Code to use a geo-demographical reverse append tool, like datasetsDB.com to append the geo-demographics data to the customer’s profile. datasetsDB.com is a unique tool that consolidated over 283 attributes (fields) of geo-demographical data from City, State, County, Population Density, Latitude | Longitude to more “advanced” such as Gender, Household Income, Age, Material Status, Employment, Occupation, Educational Attainment, Commuting Time and more.

datasetDB have consolidated a database of 48,349 US Zip Codes providing you with a snapshot view that you can immediately use for business decision making. The dataset was built from the ground up using open source data obtained from only credible data sources. This includes the US Census, U.S. Postal Service, IRS, National Weather Service, the American Community Survey and other open-source data sources. datasetsDB’s Geo-Demographics Zip Codes data was not only compiled from the official government data sources but the data was verified and cross-referenced from multiple data sources to ensure the data accuracy. Upon paying for the database, you will download and own the dataset.

Below you will find a few interesting use case to show case how geo-demographics customer segmentation can help you to get a strategic advantage over your competitors:

1. SIZE UP YOUR MARKET WITHOUT LEAVING YOUR SEAT

Use our US zip codes geographic data to size up a location’s market potential. Our data is paired with vital market sizing statistics such as population density and population size over-the-years. With this information, you can decide if the location is big enough for a new player, oversaturated, ascertain its growth trajectory or establish if it’s a sunset location with little opportunities. This information will steer you away from the pitfalls of entering markets with no potential. Similarly, you can now pin down locations that offer ample room for business expansion.

2. OPTIMIZE YOUR MARKETING DOLLARS WITH LOCATION-BASED SEGMENTATION

You can build powerful audience segments by combining location-based data with consumer usage insights on social media platforms.

For example, if you operate a gym, fitness center or sell fitness equipment, you can use our location-based data to identify your catchment area. Pair the selected location with a high conversion potential to build an audience of fitness enthusiasts. Then, combine the location information with another behavioral attribute by targeting individuals who visit a gym twice a month and have been to fitness stores in the past 3 months.

By leveraging on locational and behavioral attributes, your marketing efforts will reach the right people and save you weeks and multiple cycles of optimization.

3. EXPAND YOUR BUSINESS TO NEW LOCATIONS WITH LOCATION-BASED TARGETING

Our database contains location Intelligence to help you execute high-conversion geomarketing campaigns. Pairing our multivariate demographic data information such as market size by gender, age, and household income indicators, you can use our datasets to target new clients in a flourishing district based on zip code.

Location-based targeting or geolocation marketing helps you serve up promotional messages to individuals the moment they step within the targeted geographic location. You can present your call-to-action (CTA) when a user enters a predefined geographic location. And these marketing messages can be delivered via a push notification, media buying tools that deliver ads or other programmatic media buys.

To improve client acquisition with locational information, start by defining your catchment area. Then work with your SMS service provider and target individuals who are close to your retail outlet or venue.

4. MEASURE THE EFFECT OF ADVERTISING WITH LOCATION-BASED ATTRIBUTION

Use location-based data to measure the efficacy of your offline marketing initiatives in the digital realm. Location-based attribution allows you to measure how and where a consumer moves, and their various touchpoints before making a purchase. Location-based attribution is unrivaled information as this knowledge allows you to bridge any gaps between your Facebook, keyword buys or programmatic ad buys with your offline sales initiatives. This translates to a higher conversion rate from lead generation. Thus improving your return per marketing dollar invested.

5. CREATE ENGAGING AND PERSONALIZED COMMUNICATIONS WITH LOCATION-BASED DATA

Customize your marketing messages by leveraging on location-based data of your clients. To exemplify, you can trigger an exclusive discount for purchase, or a gift-with-purchase offer to repeat customers from specific locations.

By customizing your communication, you can improve client engagement, build strong relationships and move your client from the “consideration” to the “purchase” stage.

6. DRIVE FOOT TRAFFIC AND SALES CONVERSION STRATEGICALLY

Our datasets can be used to drive seasonal sales, weekend sales, and mid-week extravaganzas to bolster low traffic periods and increase foot traffic to your store.

Besides, our database will navigate you through the process of identifying new catchment areas to draw customers. With this information, you can locate where to run your next marketing campaign, or which area to set up your new store.

Essentially, you can now transform insightful locational data into measurable business outcomes with our datasets.

7. MARKETING THE RIGHT PRODUCT FOR THE SEASON

Use our database to market seasonal products. For example, as an apparel retailer or manufacturer, you can use our database to promote winter gear for several months leading up to late fall. Target market to potential clients in the Midwest and northern regions of the United States only, notoriously known for its harsher weather.

To target locations that are sunny all year round, beach attire marketers use our datasets to target zip codes in California and Florida.

8. ACQUIRE THE RIGHT CUSTOMERS FROM THE START

Every dollar investment counts. And our database will help you deliver high returns on investment.

Pair our demographic datasets with locational data to cherry-pick your prime target market. For example, to recruit new customers for child care services, early learning, and child enrichment businesses, target locations with a higher population of children per household below 12 years and with a predetermined average household income.

Companies specializing in gardening equipment can market lawnmowers to rural communities where most residents have a big garden. But for city dwellers, these companies can serve up digital campaigns that promote weed trimmers or leaf blowers for manicuring lawns or sidewalks.

Our location data is enriched with demographic data sets that you can use for digital marketing campaigns. Zoom down and target a location you have identified. Funnel the lead to your sales team and let them warm the call. Finally, pitch the product or service based on the individual’s needs and watch your conversion rates improve.

With high-quality leads, you can optimize your sales funnel, increase conversion rates and improve retargeting rates.

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