A Changing Consumer

Consumer Types

Know Your Market

Execution

Localized advertising and consumer enthusiasm for personalization are driving industries forward like never before.

We are rapidly moving toward increased personali-zation in every aspect of life.

Consumers are getting comfortable with companies knowing more about

them through online behavior.

How Have Companies Used This Knowledge

WholeFoods places geofences around their locations and target ads

and special offers to passersby.

WholeFoods also employed “geo-conquesting” tools near com-

petitors.

The campaign’s post-click conver-sion rate was 4.69% (over three times

the national average).

Insurance company Allstate is using location-based technology to provide better roadside service when customers need them most.

Burger chain Sonic used geo-tar-geting at the Coachella music

festival by allowing consumers to order shakes off their phones.

Use the consumer’s first name or location in a creative and

enticing way.

Launch smaller scale campaigns to start off, and find out what

works and what doesn’t.

Continually tweak the cam-paign once it’s launched to

get the most out of every ad.

Some even realizing the benefits that “being known” online can provide.

Appeal to your Consumers

Use messaging to offer customers something valuable, new, or exclusive.

Segment your targets so messaging is as specific to the location and

customer as possible.

Every consumer is different, but they can be put into three broad categories. eConsultancy and Acxiom broke these three categories down into:

The Pragmatist might consent to providing personal data after

some consideration.

group size grew from 53% to 54%.

Fundamentalists are “ideologically opposed

to data sharing”.

group size decreased from 31% to 24%.

The Unconcerned are those who don’t mind where their data goes.

group size grew from 16% to 22%

Fewer people are rejecting the value exchange in data exchange

A 2016 study found that when people know that an ad is targeted to them specifically, they are

more likely to purchase.

Pragmatists UnconcernedFundamentalists

Have the right message, at the right time, in the right place.

Software platforms such as Balihoo help localize, and can help you attain best

practice optimization and campaign setup.

Balihoo is an effective partner for gathering data and using it to personalize campaings.

when/how the consumers make purchases

Data shows 4/5 consumers want their advertising to be targeted to their local

market.

Local searches are growing 50% faster than all mobile searches.

More than half of all “near-me” searches lead to store visits.

Brands and their local retail partners are beginning to utilize

location-based advertising technology.

This allows the brands to deliver a more effective mobile message to their target

consumers in specific areas.

80%

The ad functions as a “social label”, but research also found that it only

works when the label is plausibly con-nected to consumers prior behavior

Research consumers:

offline behavior and preferences

purchase history

Now It's Personal: Consumers Welcome More Relevant and Local Messaging

Balihoo’s software solutions increase the ROI of localized digital marketing for national brands and their agencies.

By dramatically improving the relevance of paid search, social, and display ads over other campaign management solutions, Balihoo is proven to increase click-through-rates and decrease average cost-per-click, while removing manual tasks and setup time.