The social giant has paved the way and set standards in terms of targeting ads based on location, likes and interests. They are about to take their competitors by storm with the latest ad targeting option: offline attribution via enabled GPS or Bluetooth. With the most recent targeting expansion being people who have RSVPed to a brand’s event, this is the next logical step, and much needed, upgrade.
When a device’s GPS or Bluetooth is left enabled it allows for platforms such as Facebook and Google to track the movements and location of the device. It was only a matter of time before digital platforms extended their reach to physical locations. This will prove to be beneficial for businesses to make a distinction between browsers, shoppers, or both.
From an agency stand point this will give us the ability to target more individuals: those who have interacted with a business’ digital presence as well as those who have visited the physical location. In turn, this will increase the chances for conversion by allowing for more targeted messaging. Previously, marketing strategies were aimed towards those who have had a digital interaction. With this new capability we will be able to turn offline visits into digital ads while reaching a wider audience in a more tangible and effective way.
What does it mean for consumers? They will be served targeting ads that are more relevant to their everyday life and day-to-day activities. Additionally, it allows for the opportunity to serve the potential consumer with offers and promotions that may entice them to pursue the final step: make a purchase or receive services from your business.
While Facebook is still testing this capability, it looks like it will be a reality for us in the near future. These new capabilities are a dream-come-true for businesses and marketers alike as we have the same goal in mind: more leads, and business! If you aren’t currently advertising on Facebook, it’s something you need to add to your strategy. Not sure how to go about this? Contact our team of experts today!