Chestnuts roasting on an open fire but Jack Frost can’t nip at your nose through the mask! As most people plan a pandemic holiday, marketers are in the throes of adjusting their holiday marketing strategy to reflect the new times and trends in a changing market. While so many marketers are guessing what customers want to see, we’re here to tell you that there is a better way. 

Location intelligence is every marketer’s holiday miracle. Here are four ways that location intelligence can improve your marketing strategy this season.

In a time like this, there’s nothing more important to your holiday marketing strategy than getting your messaging right. This is a time when so many are struggling financially or struggling emotionally to cope with a holiday season that may be devoid of family members and friends. As a marketer, it’s essential to “read the room” so to speak, and make sure that your messaging doesn’t miss the mark and err on the side of too bleak or too optimistic. How can you find the right balance? 

Using location intelligence, marketers can gain better insight into the real-world interests and preferences of consumers. By analyzing buyer personas, for example, marketers can cater their holiday messaging to those within their demographic. If millennials who have recently started a family are your target audience, they would likely respond best to an optimistic and cozy campaign promoting BOGO sales, versus a tech-focused marketing campaign selling luxury items that would be outside of a new family’s price range.

Imagine playing corn-hole in a pitch-black room. Do you have enough faith in your right underhand throw to get the sandbag in the hole? If you’re not on the team that was always on ESPN when contact-sports were canceled, then probably not. Well, the same thing goes for marketing without the right data. Audience data, that is. 

Let’s say, for example, that you’re a boutique restaurant offering holiday reservations. You likely wouldn’t want to target older folks who may want to have a traditional holiday dinner with their immediate family. Your target audience for this holiday marketing campaign is young people who can’t fly home or young couples who don’t really care about holiday dinner traditions. Using location intelligence, you can narrow down your target audience and only send marketing messages to that audience which you are sure will convert, saving you precious marketing dollars in the process.

This year has felt like a market toss-up. With the changes we’ve all experienced over the course of 2020, seeing where the pieces land is like sitting on the edge of your seat for a movie climax that hasn’t happened yet. Predicting anything this year has been a gamble except you don’t know what hand you have. That’s the beauty of using a location intelligence solution. 

By analyzing the foot traffic data for your target audience, you can get a healthy grasp of which way the market is leaning, and stay ahead of the trends that will convert this holiday season. Imagine being the retailer that caught a whiff of toilet-paper gate before it even happened, and stocking up your shelves then blasting out ads just as the weirdest trend of 2020 took hold. What if you could do that with your stock of fitness supplies, or at-home candle making kits? Considering the other bread-baking trend that swept locked-down homes everywhere, anything is possible!

Remember that corn-hole analogy from number two? Well, let’s turn the lights on in that room. This time you know exactly where your opponent’s sandbag is going to land, and their strategy to get it in the hole. Location intelligence gives you a lot more than a better understanding of your target audience, it also gives marketers insight into what their competitors are doing and why their own strategies may or may not be working. 

In a holiday season like this one, marketers need every bit of intelligence that they can get to help them gain a leg up on their competition. Using location intelligence, you can get into the minds of your competitor’s customer base, helping you develop better acquisition strategies to make their customers think twice about shopping with them and redirecting them to you using ads that are catered to their interests.

Location intelligence is the best solution for any marketer trying to get it right this holiday season. Light up your marketing strategy this season and contact us to speak with a location intelligence expert today!