Location Based Marketing – Benefits and Types

The blog discusses various types of location-based marketing and how it works.

Location-based marketing allows local businesses to reach out to the right group of customers. Tailored

to consumers in a specific place, location-based advertising benefits businesses by reaching the

audiences that visit their own locations as well as competitive locations. Google search ads play a

prominent role in digital marketing for healthcare. In fact, targeted healthcare campaigns have made

reaching out to local healthcare consumers much easier. Targeted ads (based on the consumer’s

location) are more relevant and therefore much less likely to be blocked or ignored.

Key Benefits of Location-Based Ads

Location-based ads offer the following benefits -

• Showcases positive reviews and ratings

• Increases return on investment (ROI)

• Increase brand visibility

• Help to measure offline effects of digital ads

• Help to understand the target audience

• Help marketers to personalize experiences for customers

• Deepens connections with customers

• Complements other marketing strategies

Types of Location-based Marketing

Here the different types of location-based marketing –

Behavioral Targeting – This type of targeting involves advertisers displaying relevant ads and marketing

messages to users based on their web-browsing behavior. Data related to a users behavior like previous

search terms, pages viewed, last date of website visit, ads and buttons clicked and the amount of time

spent on a website can be easily checked by marketers. These data can be easily collected from different

sources like user login information, IP address, geo location, number of visits, clicks, websites visited,

previous purchases or content read. In short, onsite behavioral targeting allows advertisers and

publishers to display appropriate content, recommended products, and promotions to users visiting the

website.

Geofencing – In this type, marketers refer to locations that their audience visits, so that they can serve

them with real-time ads and content. It uses GPS or RFID technology to create a virtual geographic

boundary and the software will be enabled to generate a response when a mobile device enters or

leaves a particular area. For instance, in healthcare domain, this type of marketing can be used to

brainstorm consumers or patients by targeting any particular healthcare consumer types within your

location.

Radius Targeting – Similar to geofencing, radius targeting involves putting a radius around a certain

address, city or state to specify the location where ads will be triggered. In this type, the ads will be

shown only to users within that radius.

Geo Targeting - Geo targeting involves creating audiences based upon matched historical visits to real-

world locations and points of interest. This location-based service allows marketers to send ads to

smartphone users when they enter a designated location. Healthcare marketers can now use this

technique to target specific patient populations with personalized ads (based on location). For instance,

they can plan ads at people who walk into a community gym or a nearby medical facility.

Geoconquesting - One of the most important methods of location-based marketing, geoconquesting

involves marketers converting audiences from visitors around a competitor’s location into their own, by

creating ads for mobile users in that area. It involves advertising to people who were previously in a

competitor’s location with the intention of winning them away from that competitor.

SEO for hospitals and healthcare involves correct implementation of on-page and off-page strategies.

Relying on a reputable digital marketing agency specialized in healthcare marketing can help providers

achieve their SEO goals.

(800) 941-5527 www.medresponsive.com info@medresponsive.com