• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Dentsu Press Office

The power of place in modern marketing

by Christen Werth & Paul Stemmet
May 22, 2024
in Dentsu Press Office, Media agency
0 0
0
The power of place in modern marketing

LBM harnesses real-time geographic data from mobile devices, delivering personalised notifications and offers just as consumers are poised to make purchasing decisions.

Share on FacebookShare on Twitter

[PRESS OFFICE] In the swiftly changing realm of digital marketing, location-based marketing (LBM) has emerged as a revolutionary strategy, leveraging geographical data to target consumers with unparalleled precision.

By seamlessly integrating privacy-compliant location information from mobile devices with crucial points of interest such as restaurants and shopping centres, LBM empowers marketers to devise highly targeted campaigns that captivate consumers precisely when their interest peaks.

At its essence, LBM harnesses real-time geographic data from mobile devices, delivering personalised notifications and offers just as consumers are poised to make purchasing decisions. This technique transforms raw location data into actionable insights, enabling businesses to cultivate deeper connections with their audiences through bespoke, timely incentives.

LBM employs several advanced strategies

  • Geotargeting: This technique segments users into audiences based on their historical location data, delivering pertinent ads to those who match the desired criteria upon entering a specific area.
  • Geo-conquesting: As an extension of geotargeting, this method captures customers from competitors by presenting enticing incentives when they enter a rival’s domain. A notable instance is Burger King’s ingenious “Whopper Detour” campaign, which directed McDonald’s customers to nearby Burger King outlets with an irresistible promotional offer.
  • Geofencing: This strategy creates a virtual perimeter around a real-world location, triggering advertisements as consumers enter or exit, thereby enhancing both engagement and foot traffic.

The effectiveness of Location-Based Marketing (LBM) is anchored in cutting-edge technology. Utilising GPS systems, IP address tracking, RFID tags, and advanced analytics tools, these technologies process and analyse vast amounts of geolocation data, enabling marketing strategies that dynamically respond to consumers’ geographical movements.

Sophisticated tool

Kerri Pravia, head of Strategy at iProspect, notes that many clients now employ location-based marketing strategies, enhanced by CCS—a sophisticated tool that refines advertising accuracy through extensive survey data and consumer behaviour analysis.

CCS allows brands to precisely identify target audiences and optimise campaign timing using geotargeting techniques. For example, by identifying the most frequented malls and peak visit times, iProspect’s clients can deploy targeted marketing at the most impactful moments, fostering a more personalised relationship with customers.

Dentsu Data SSA has developed unique applications of LBM through tools like Geovision and Nightvision. These platforms utilise geofencing techniques and external data sources such as loadshedding schedules and weather conditions to predict and respond to consumer behaviour.

For instance, when rain is forecasted or a power outage is imminent, these systems can push highly targeted ads, allowing clients to capitalise on shifts in consumer behaviour.

Trigger-based technology

During the 2022 FIFA World Cup, MultiChoice, a client of iProspect in South Africa and Kenya, leveraged Dentsu Location Services’ DSP. This campaign employed sophisticated trigger-based technology to dynamically optimise digital Out of Home (OOH) advertisements.

By integrating data from social media, GPS, and traffic, they effectively pinpointed where their target audience was concentrated, ensuring that soccer fans on the streets received real-time updates with live match scores and highlights whenever key events occurred, such as goals or penalties.

This approach not only showcased the potential of location-based dynamic content in OOH advertising but also exemplified Dentsu’s global strategy to leverage location data for deeply engaging marketing experiences through responsive, event-triggered advertising.

Complying with privacy laws

Location-based marketing significantly enhances customer engagement by delivering highly personalised and location-specific ads, providing brands with a competitive edge. It targets consumers based on their immediate surroundings, ensuring each marketing message is unique and tailored, enhancing the sense of exclusivity.

Additionally, LBM strengthens customer loyalty by acknowledging and rewarding returning customers, thus deepening relationships.

However, privacy remains a crucial concern for LBM. Operations must comply with stringent privacy laws and align with consumer preferences to avoid negative repercussions. The strategy demands complex technical support and robust infrastructure for successful implementation.

Furthermore, data accuracy is vital, as the effectiveness of LBM hinges on the precision and reliability of location data.

Location-based marketing is more than just a digital marketing trend; it is a transformative approach that leverages innovative technology to engage consumers on an unprecedented personal level.

As technology advances and consumer behaviour evolves, LBM will continue to redefine how businesses connect with their customers, offering exciting opportunities for those willing to invest in its potential.  

Christen Werth is a junior data engineer and B.Informatics (Hons) Graduate from Stellenbosch University.  Paul Stemmet is the director of data science at Dentsu Data SSA. He leads the agency data and martech strategy.


 

Tags: advertisingChristen WerthdataDentsudentsu DataDentsu SSAdigital out of home advertisingLBMlocation-based marketingmarketingmediamobile marketingout of home advertisingPaul Stemmetplace

Christen Werth & Paul Stemmet

Christen Werth is a junior data engineer at dentsu SSA and is a B.Informatics (Hons) graduate from Stellenbosch University.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025
CMO to CEO​: 10 top tips from those who’ve done it

CMO to CEO​: 10 top tips from those who’ve done it

May 8, 2025
Media moves: Bonang’s House of BNG pops at launch, WPP launches empowerment initiative for women leaders in SA, MTF goes live

Media Moves: IAS off to AdForum, Lindsey Rayner new MD of Levergy, applications open for Digify Pro Online 2025

May 8, 2025
Crisis Comms 101: Don’t just run to the lawyers

Crisis Comms 101: Don’t just run to the lawyers

May 7, 2025

Recent News

Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025
CMO to CEO​: 10 top tips from those who’ve done it

CMO to CEO​: 10 top tips from those who’ve done it

May 8, 2025
Media moves: Bonang’s House of BNG pops at launch, WPP launches empowerment initiative for women leaders in SA, MTF goes live

Media Moves: IAS off to AdForum, Lindsey Rayner new MD of Levergy, applications open for Digify Pro Online 2025

May 8, 2025
Crisis Comms 101: Don’t just run to the lawyers

Crisis Comms 101: Don’t just run to the lawyers

May 7, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?