Whitepaper: Solving Marketing Problems Using IP Data

Proper use of IP data can help make marketing more efficient and solve problems before they arise. [Anzeige]

New technologies that fix a specific weak point are worthwhile. But when such technology can be applied to a whole range of industry-specific challenges, it quickly becomes indispensable.

For marketing professionals who are under constant pressure to budget more effectively, we offer one of these rare solutions that solve a variety of problems: IP Intelligence. Marketing departments are always looking for ways to increase efficiency and reduce spending, particularly with regard to marketing communications that fail to reach or address their target groups due to poor targeting and lack of contextual relevance or ad fraud. Marketing teams use IP data to gain insight into where and how users access the Internet. This way, problems can be solved before they even occur.

In the white paper from Digital Elements in cooperation with OnlineMarketing.de you will learn how you can make your marketing more efficient with the help of IP geolocation technology.

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The problem: irrelevant interactions – the solution: precise location-based targeting

Using IP data, marketing experts can address target groups worldwide down to the postal code level and thus improve their reach and relevance, reach certain target group segments in important regions with their marketing messages and avoid wasted budget. Geolocation technology works the same way for 80 percent of mobile device users who connect to the Internet via WiFi as for desktop computer users: no consent is required, and mobile device users with a 4G or LTE connection do after approval by means of reverse geocoding (“reverse geocoding”) targeting in the range of three to 30 meters is also possible.

In addition to determining the location, users can also
Features such as connection type, Internet service provider (ISP) and domain name
segmented or addressed. Against the background of yourself
changing data protection landscape is the use of personal
Data for targeted marketing is becoming increasingly complex. Deliver IP data
location-specific insights into target groups while maintaining anonymity
the end user. By enriching granular IP information with
other data sets on marketing or advertising platforms, including
for example demographic, behavioral or transactional data
also create targeting profiles.

The problem: “One message for everyone” – the solution: resonance through personalization

Marketers are aware that
universal messages are no longer sufficient today, because users expect them
tailored, personalized experiences. A message needs a user
respond correctly, otherwise the interaction is wasted.
IP location data enables marketing teams to move away from colorless,
general messages and formats; instead, they can be contextual
Place relevant content, increase interactions and at the same time one
provide exceptional user experience.

Advantage number one: Marketing content is localized in real time – elements such as language, currency, products and promotions can all be adapted to the location. Online tactics also bring potential performance improvements for the offline area, for example by advertising voucher codes or special offers from local shops and service providers.

Second, the user experience can be adapted to the connection speed or connection type. IP data therefore shows, for example, whether an online video is being delivered based on the connection speed of a user, or guarantees a mobile device-compatible display format by determining the connection type. The IP geolocation technology reduces ad deviations and ensures that messages remain consistent across devices and connections and offer an excellent, personalized user experience.

The problem: wasted budget due to ad fraud – the solution: detecting suspicious traffic

Not only is there an increase in spending on digital advertising, the illegal activities of those who want to benefit from it are also growing steadily. The financial losses from advertising fraud for marketing were estimated to be $ 23 billion in 2019 alone. Ad fraud can be combated through IP intelligence – using information such as location, connection type and proxy data. They form the basis for the data protection-compliant authentication of user interactions with ads.

IP geolocation technology makes it possible to filter access from particularly risky regions by determining the location of users. For example, a sudden surge in traffic from a region outside a campaign’s targeting area is likely to be fraudulent activity. With such tips, companies can identify and prevent suspicious traffic and avoid wasting the advertising budget of a campaign. Location data can also be used to prevent result distortions due to invalid interactions, to filter out clicks from regions where goods and services are not available, or to check unrealistic distance deviations for clicks. In the area of ​​app marketing, clicks that lead to the download of mobile apps are usually carried out not far from the original interaction site. For this reason, a striking removal can be a sign of fraud as well as a high percentage of clicks in relation to the percentage of installations. Long-term analysis of connection patterns using IP geolocation can distinguish unusual accesses from normal user patterns and identify irregular connection features that are considered to be signs of fraudulent activity.

IP geolocation technology continues to evolve and is increasingly refined. It has the ability to solve many of the problems that marketing teams face on a daily basis. IP campaigns help to make marketing more efficient, prevent waste and solve a wide range of problems through precisely targeted campaigns, including personalized messages that appeal to users correctly, and by identifying and preventing fraudulent activities.

Download the white paper “The Power of Where: Using IP Geolocation in Advertising”



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