What, Why and How - MobileLync

“Come on kids, time to go look for a new car”. The doors are closed, the seat belts are buckled, and the parking brake released. You take your normal route to the Auto Mall like you’ve been doing this past couple Saturday afternoons. You pull into the parking lot and you and your family disembark. After walking into the showroom, you pull your phone out to kill some time before you’re helped. Scrolling through a news article, you run across an ad for the dealer a few blocks away. It show’s the Porsche Macan you’ve been thinking about getting instead. Wait. How did they know you were at a dealership? How did they do that?

How'd They Find Me?!

So, you're probably wondering how on earth they did that? What you’ve just come across is something called Mobile GeoFraming. In a nutshell, GeoFraming/GeoTargeting is a digital advertising targeting method that uses mobile device location data to create an audience known to have visited a given location within a specific timeframe so that advertisers can target them after the fact. What it allows advertisers to do is target prospective customers that they normally would have lost to a competitor, in an attempt to drive you to their store instead. It’s a pretty trick method, and there are some amazing tools out there to help accomplish this, like Drivonic’s® MobileLync℠, especially when paired with audience datasets like MarketBuilder℠. Advertisements can be delivered to subsets of your mobile app audience when they are near a physical store. GeoFraming can also be used to exclude unwanted audiences and locales.

Geo-What?

Location-based marketing includes both geofencing and geotargeting. Geotargeting expands on this notion by using behavioral and demographic data to more narrowly target a designated population within a geo radius. This can be used to target someone who recently was looking for vehicles who is near a brick and motor store to push them an ad relevant to something they were engaged with in the past. 

Location data, such as nation, city, zip code, IP address, or device ID, is essential for geo-targeted marketing. Advertisers deliver or restrict adverts in specified locations with traditional location-based advertising to focus their ad spend on the locations where their customers are situated. However, the mobile era has enabled marketers to be even more focused and contact clients wherever they are based on individual users' GPS and proximity to local "beacons," which get information from neighboring Bluetooth devices. As a result, when a consumer opts into location sharing on a mobile app and enters one of those designated zones, you may utilize automation to trigger appropriate tailored advertising, push notifications, or other content.

How Do I Geo-Target?

If you're looking to use this method of ad targeting, you're in luck. We specialize in this with our MobileLync℠ program, allowing you to tap into location-based marketing with ease. We can help you Identify and capture in-market sales and service clients who have actively shopped on-site at a competitor's dealership or online in the recent 24-48 hours. If you're wondering how effective this can be, our friends over at GroundTruth put it best:

"There are several reasons why it makes sense to incorporate geotargeting into your marketing strategy. First, the potential audience is huge. In the US alone, 81% of people own a smartphone, and the percentage is even higher for young consumers. In the millennial demographic, 94% own a smartphone and spend more time using those devices than they do watching television. Research from MarTech Series reveals that 83% of marketers find their campaigns are more successful when they use location data."

What Is MobileLync℠ ?

MobileLync℠ - the Automotive Industry's most robust people-based and location-based shopper targeting program, created to solve mobile targeting for dealerships and provide the most value for your budget. The average auto shopper visits two dealerships before purchasing a vehicle. That means you need to make the most of each visit. Use location to entice auto-shoppers to visit your dealership and reach the right people when they're ready to make a purchase, and find them even at your competitor's locations! 

How Does MobileLync℠ Work?

MobileLync℠ works by locating customers using the website, location, and behavioral targeting.

• Website Based Targeting : With Drivonic Website-based Targeting you can build an audience of auto shoppers that are actively in-market shopping your competitive set of dealers websites.  Yes, that's right you can essentially hi-jack their ad budget and increase traffic to your dealership.
  
• Location Based Targeting : It enables marketers to target auto shoppers based on current and past visitation behavior to specific dealership location or points of interest.
• Behavioral-based Audience Targeting : It enables your dealership to reach consumers based on demographic information and past visitation behavior to specific competitors locations or points of interest.

We then use polygon-based blueprinting and Real-Time Mobile Ad ID driven device linking to Geo-Frame your area's competitive collection of dealerships. Using Pre-Click & Post-Click/Visit Behavioral Linking and Identity Resolution based on Sha256 Hash for online & offline connectivity, it then makes it possible to capture customers who visit your competitors' virtual lot on their website.

 

Why Use MobileLync℠ ?

There's a simple answer to that question - It's because it works. You'll never have to wonder if your budget is being wasted on programs and companies that can't provide the results your dealership needs. We have the numbers to back up our program, can the competition say that?

Here's what three of our customers had to say about it:

MobileLync℠ is an extremely powerful tool that can take your advertising to the next level, so what are you waiting for?  Reach out to us and let's get started delivering the customers you need, today!

Have questions on how we can help you achieve your goals? Reach out to us below! Also, make sure to subscribe to our newsletter here!