For businesses of any size, our crisis has forced marketers to change messaging and tactics to their customers. Seemingly overnight consumer behaviors have shifted from durable goods and luxury items to toilet paper, groceries and emergency supplies. This has presented both challenges and opportunities for any business, especially as the economy starts to reopen. With toilet paper back on store shelves, it’s a reminder of what brands can do today to emerge from the crisis on a strong foundation for their marketing.

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For virtually any marketing team, one of the biggest challenges is to understand if a marketing campaign is working - and if they are accurately targeting potential customers. With the advent of smartphones, marketing targeting capabilities are beyond any capabilities we have had in the history of advertising. Although increased marketing has lead to ad fatigue with users, when done correctly, ad campaigns can reach new customers effectively. One newer method of targeting users isn’t based on their online behavior or search history, but instead their physical location. Roughly 90% of us with smartphones keep our location services on throughout the course of our day. Our phones can do remarkable things like tell us the current weather, plot the nearest route on the maps app and find the nearest slice of pizza (the most important feature). These location services allow marketers to reach that user in a given “fenced” geographical area in a city, based on the parameters needed for the campaign. There can be a pull for brands to feel like these ads are the “magic bullet” in marketing since the ads can be hyper-targeted. Here are a few aspects of geofencing to consider if it is right for your brand:

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Real estate and the process of buying or selling a home has always been of interest to me. There’s something powerful about real estate; virtually no other transaction in someone’s life impacts it quite like buying or selling a home. For the buyer, a new home goes beyond the price tag; it involves new memories, a safe place for children, a launchpad for a new business, and thousands of other possibilities. For the seller, it may mean a new adventure finding a bigger or better home for a family, or the thrill of relocating to another city or state. No matter the reason, real estate transactions are rife with emotions. Brands can learn about their marketing plan if they think about promoting their business and products as if they would market their home. Today, I’ll dive into three reasons why brands can learn from marketing real estate.

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As I consider the journey which the internet has taken, I believe one of the most powerful advances has been the ease of video access in our digital world. Thinking back to my grandparents as children, to see a video of any sort they had to physically go to a movie theater, well before the advent of television. In stark contrast, my children today have access to literally billions of videos across a variety of websites. Everything from entertainment to engineering is available in our digital age, something prior generations couldn’t fathom.

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An ideal marketing plan will include both types of retargeting as part of the overall picture, since it is proven as effective. Brands need nudge & remind potential customers of what they offer and encourage them to buy. If retargeting isn’t a part of your marketing plan, I do recommend incorporating it into what you do.

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Programmatic marketing is an incredible tool for modern brands. What was once a marketing guessing game has given brands the ability to effectively reach who they would like, driving down financial waste. If your marketing plan does not have this type of marketing built in, read on and learn about this new trend in the advertising industry.

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