With advertising analytics based on big data techniques, marketers can quickly determine the effectiveness of each channel and thus adjust their strategies, enabling them to run hyper-targeted campaigns, choosing the right ad content for the appropriate ad networks.
What is it?
This type of analytics refers to the use of data and technology tools that help companies and marketers effectively monitor their marketing efforts to ensure that campaigns are targeted to the right audience and use the right channels for effective communication.
In order to optimize advertising costs and maximize revenue, marketing leaders are using spatial data to create geofences in specific areas, allowing them to reach audiences that are more likely to become potential customers.
What is geofencing marketing?
Geofencing marketing is based on location intelligence, which allows enterprises to connect with smartphone users in a designated geographic area through mobile applications. This tool consists of establishing virtual boundaries around a point or area of interest, which generates a trigger every time someone with a mobile device intersects with them. When this happens, a notification announcing a store, brand, service, or product is sent to that person’s mobile device. Read the full article here
International public tender to contract communications services and advertising campaign for the Energy Efficiency Education Program through radio and television spots, social media management.
Honduras Government Purchase LED-PEEE-036-LPI-S:
"The Government of Honduras through the Secretariat of State in the Office of Energy (SEN) and the Government of the Republic of China (Taiwan) under the Embassy of the Republic of China (Taiwan), carries out an international public bidding to contract communications services and advertising campaign of the Energy Efficiency Education Program, through the IDB Project Management Unit.
Location Intelligence is transforming the way brands communicate with their current and potential customers, maximizing marketing campaigns and optimizing costs.
Location analytics leverages and enhances marketing campaigns by providing faster and deeper insights to your customers.
Analytics based on Big Data allows mall operators to maximize revenues and visits by better selecting tenants, optimizing mall design, determining rents, establishing signage and advertising campaigns, etc.
New technological tools allow mall operators to measure the number of consumers spending in and out of stores, the time they spend in and out of stores, know their relative wealth index and understand visitor behavior patterns, helping to determine the best mix of stores, site infrastructure, rent price range and implement more efficient signage and advertising.
Location intelligence and POI characterization through Big Data are increasingly being used to make business decisions in the retail, real estate, logistics, and port sectors, among others.
Big Data together with mobility analytics and location intelligence techniques allow increasingly accurate estimates of the levels of visits received by points of sale, revealing geographic patterns of brand loyalty and market penetration.
Get to know the competition and how they behave in the market is now possible, thanks to technological tools that provide an overview of mobile device activity associated with brand locations, helping to visualize a detailed picture of consumer engagement, brand loyalty, and market share.
Consumers are shifting their spending from physical stores to e-commerce, physical stores will only survive in this new environment if they reinvent their business, taking advantage of new technologies and modern analytical capabilities.
Today, there is access to significant amounts of data on consumer behavior, information on the economy of different areas, competitors' sales, and market trends. However, only a handful of forward-thinking retailers are leading the way in advanced analytics as they use location intelligence, foot traffic analytics, and predictive modeling to make smarter business decisions.
Location intelligence and mobility analytics allow companies to create Out-of-Home advertising strategies focused 100% on the tastes and preferences of the people who pass through each point.
In outdoor advertising (OOH), knowing in depth the consumers who pass through the point where the advertising will be exposed is crucial to maximizing as much as possible the return on investment.
Geolocation intelligence is accurate contextual information about the location and movement of people anywhere in the world.
The potential that this type of data has in the context of business decision making in the retail sector is invaluable. It includes demographic information about the retail outlets themselves, nearby businesses, competitor insights, customers, suppliers, among others.
Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.
The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.
Following the entry into force of the Sign Law, agencies engaged in providing printed advertising services estimate that the cost of billboards will increase by 30% due to the new tax payments to be made to the municipalities.
According to the Assembly, the purpose of the Law is to establish the legal framework to regulate the advertising and propaganda carried out by means of signs located in the municipalities of the country, based on urban, suburban and rural planning and development, as well as technological advances.
Because more than half of consumers born between 1996 and 2012, known as "Generation Z" or "Centennials", are immune to traditional advertising and television, brands and companies should focus on communicating with this group through digital channels, such as social networks and influencers.
Positioning a brand, product or service is currently a challenge for advertising agencies and companies, as they must overcome the challenge of communicating effectively with younger consumers.
More hours of television content, greater use of social networks and increased impact of "influencers" on people's decisions are some of the trends that have gained ground in the context of the health crisis and are expected to be reaffirmed in 2021.
Household quarantines imposed by governments to try to contain the spread of covid-19, forced people to stay in their homes longer, a phenomenon that changed the relationship of consumers with the media.
Understanding the socio-demographic characteristics of the ideal client, as well as knowing their interests, desires, motivations and challenges, is fundamental for reaching the consumers of this new commercial normality in the digital environment.
The health crisis, quarantines and social distancing measures in the countries of the region, forced individuals and companies to accelerate the adoption of new technologies, which caused the digital to become the center of all interactions.