• Location, Location, Location

    Location has historically been an important influence in almost all aspects of human life. From early settlers determining where to found a city to where you might be eating lunch, location is factor in just about every decision.

    Five years ago activating the GPS feature on your phone was kind of a luxury. You only did so when you needed to get directions to somewhere. But as battery technology got better, features like GPS became toggles that everyone began to leave on all of the time. Doing so helped make apps like Foursquare and Facebook check-ins more viable and popular. These apps gave consumers a unique way to share experiences by just telling others where they were at that moment.

    Major advertising platforms like Facebook and Google have known the importance of location data for a while. Facebook recently entered a partnership with Nokia’s map division, Here. This lets Facebook integrate map features into their platform without linking to the a rival application like Google Maps. For Google, location is key, one could argue that the development of their mobile phone division had a lot to do with tracking the location of consumers, as well as the plethora of consumer data that comes with mobile browsing.

    Digital advertiser’s increased use of location data allows for much more targeted advertising. Accurately targeted ads help advertisers specifically tailor their message for different markets. This increased targeting in advertising greatly helps small businesses even more. In years past, you might have been able to target on a state level, but that wouldn't really help northwest Indiana businesses because Indiana is a big state, geographically speaking when compared to some of those out East. Being able to now target radial distances and users based on specific cities is a big boost to small businesses who digitally advertise.

    Being able to see metrics that relate to local consumers helps reinforce that a small business’s ad campaign is reaching the targeted local population. Location data of consumers helps local businesses measure the success of their campaigns, which is really important for small businesses when the marketing budget is usually pretty tight.

    How have you used these new mechanisms to promote your business and secure new clientele?