{"id":2678,"date":"2017-09-20T09:25:38","date_gmt":"2017-09-20T09:25:38","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/maps-can-transform-your-digital-marketing-campaigns\/"},"modified":"2017-09-20T09:25:38","modified_gmt":"2017-09-20T09:25:38","slug":"maps-can-transform-your-digital-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/maps-can-transform-your-digital-marketing-campaigns\/","title":{"rendered":"Maps Can Transform Your Digital Marketing Campaigns"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p style=\"text-align: center;\"><img decoding=\"async\" data-attachment-id=\"8389\" data-permalink=\"https:\/\/www.lavaprotocols.com\/2017\/09\/20\/maps-can-transform-your-digital-marketing-campaigns\/earth-earth-at-night-night-lights-41949\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.lavaprotocols.com\/wp-content\/uploads\/2017\/09\/earth-earth-at-night-night-lights-41949.jpeg?fit=2400%2C1200&#038;ssl=1\" data-orig-size=\"2400,1200\" data-comments-opened=\"0\" data-image-meta=\"{\"aperture\":\"0\",\"credit\":\"\",\"camera\":\"\",\"caption\":\"\",\"created_timestamp\":\"0\",\"copyright\":\"\",\"focal_length\":\"0\",\"iso\":\"0\",\"shutter_speed\":\"0\",\"title\":\"\",\"orientation\":\"1\"}\" data-image-title=\"earth-earth-at-night-night-lights-41949\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.lavaprotocols.com\/wp-content\/uploads\/2017\/09\/earth-earth-at-night-night-lights-41949.jpeg?fit=300%2C150&#038;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.lavaprotocols.com\/wp-content\/uploads\/2017\/09\/earth-earth-at-night-night-lights-41949.jpeg?fit=1024%2C512&#038;ssl=1\" loading=\"lazy\" class=\"aligncenter size-large wp-image-8389\" src=\"https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949-1024x512.jpeg\" alt=\"digital marketing\" width=\"1024\" height=\"512\" srcset=\"https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949-4.jpeg 1024w, https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949-Aug-04-2022-07-37-47-62-AM.jpeg 300w, https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949.jpeg 768w, https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949-1.jpeg 610w, https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949-2.jpeg 1080w, https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/earth-earth-at-night-night-lights-41949-3.jpeg 2160w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\"><\/p>\n<p style=\"text-align: center;\"><em>In our rapidly evolving online world, digital marketers constantly have to find new ways to make sure <strong>their digital marketing campaigns are reaching the right people with the right message<\/strong> through various digital marketing methods.<\/em><\/p>\n<p><!--more--><\/p>\n<p>Recently, an eCommerce site based out of New York City came to CARTO with a mission.<\/p>\n<p>They wanted us to evaluate their latest Facebook marketing campaign, which targeted 25-mile radius\u2019s around the metropolitan areas with the highest concentration of past customers.<\/p>\n<p>While our analysis provided a few key recommendations, what was obvious more generally was that maps, location intelligence, and location data are necessary at every stage of your digital marketing campaign, from <strong><em>campaign strategy to execution<\/em><\/strong> to <strong><em>evaluation<\/em><\/strong>.<\/p>\n<p>\u00a0<\/p>\n<h1>Campaign Strategy: Mapping Your Digital Campaign\u2019s Audience<\/h1>\n<p>Arguably, the most important component of a digital campaign plan is <strong>defining the target audience<\/strong>.<\/p>\n<p>Who a potential customer is, though, also depends heavily on where they are.<\/p>\n<p>For the example below, Imagine your campaign was focused on Chicago (or any other similarly-sized geographically bounded area). We follow our typical <strong>location intelligence process<\/strong> by setting spatial boundaries and enriching them with Spielman and Singleton Clusters, a popular clustering method that uses demographic data like age, gender, race, and annual income.<\/p>\n<p>The result is a multi-colored piece of location intelligence that should attract the attention of any digital marketer.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/team.carto.com\/u\/mspichiger-carto\/builder\/09fbc4b2-707f-11e7-bf8f-0e8c56e2ffdb\/embed?state=%7B%22map%22%3A%7B%22ne%22%3A%5B41.47977575214487%2C-88.26553344726564%5D%2C%22sw%22%3A%5B42.18477632820454%2C-87.07901000976564%5D%2C%22center%22%3A%5B41.833246676287196%2C-87.67227172851564%5D%2C%22zoom%22%3A10%7D%2C%22widgets%22%3A%7B%22c183fc88-fb0a-4acc-9c0d-c28f69c295f5%22%3A%7B%22normalized%22%3Atrue%7D%2C%22e3b65829-1370-435f-a9ec-3c3c3a4de991%22%3A%7B%22normalized%22%3Atrue%7D%2C%228d89ed7f-edfa-4202-9067-c77db2b66273%22%3A%7B%22autoStyle%22%3Atrue%7D%7D%7D\" width=\"100%\" height=\"620\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<p>For the most part, residents with similar income levels and racial backgrounds tend to live together.<\/p>\n<p>For example, <strong>the \u201cwealthy transplants displacing long-term local residents<\/strong>,\u201d depicted in dark red, are primarily living in the north, which anyone in Chicago probably knows intuitively. However, another cosmopolitan and affluent sub-group, those earning middle income with a bachelor\u2019s degree and mortgages (light red), have pockets throughout the city, an insight that would be easily missed without the map above.<\/p>\n<p>With this map, a digital marketer can micro-target their digital advertising, choosing areas that correspond more highly with their target audience.<\/p>\n<p>\u00a0<\/p>\n<h1>Campaign Execution: Use Maps In Your Outbound Digital Content<\/h1>\n<p>With the wealth of location data available, digital marketers can now define areas where their customers go (sometimes called catchment areas) down to the level of a city block.<\/p>\n<p>This level of data gives marketers running <strong>proximity marketing campaigns<\/strong> a new level of granularity.<\/p>\n<p><strong>Instead of making arbitrary decisions about what your geofences should look like, use maps with actual data about your current \/ prospective customers.<\/strong><\/p>\n<p>For example, the area below Houston Street in Manhattan is only a few square miles, but, as the map below shows, it contains neighborhoods that are predominantly high poverty, hispanic and black, multilingual, and renters; white and minority mixed with mid-level income; and wealthy transplants.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/mspichiger-carto.carto.com\/builder\/03262502-6bec-11e7-be7e-0e8c56e2ffdb\/embed?state=%7B%22map%22%3A%7B%22ne%22%3A%5B40.67256636389564%2C-74.07445907592775%5D%2C%22sw%22%3A%5B40.76208101161184%2C-73.90417098999025%5D%2C%22center%22%3A%5B40.7173387333125%2C-73.989315032959%5D%2C%22zoom%22%3A13%7D%2C%22widgets%22%3A%7B%224dc687f5-54d8-42a5-a144-6df76cd055f6%22%3A%7B%22normalized%22%3Atrue%7D%2C%22266fe295-8843-4f2d-a19d-b5887c764dda%22%3A%7B%22normalized%22%3Atrue%7D%7D%7D\" width=\"100%\" height=\"620\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<p>Besides being a necessary tool on the back-end, <strong>maps are also a critical part of your direct communication with customers. Incorporate location intelligence into your email and social media campaigns to drive engagement and shares.<\/strong><\/p>\n<p>For example, CityLab, a subsidiary of The Atlantic Media company devoted to telling the story of the world\u2019s cities, has found that, on average, their maps page sees more engagement and shares from their 2.2 million unique monthly visitors than any other type of post.<\/p>\n<h1>Campaign Evaluation: Proving ROI of Digital Advertising<\/h1>\n<p>Every digital marketers knows their least favorite words: \u201cBut what was the ROI?\u201d<\/p>\n<p>ROI is notoriously difficult to measure (and often miscalculated), but maps and location intelligence can help.<\/p>\n<p><strong>Digital marketers typically need to show how their online advertising influenced people to take an action, like making a purchase<\/strong>. The good news: most purchase information has a location component, giving marketers the ability to demonstrate correlation between geotargeted advertising and georeferenced sales.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/team.carto.com\/u\/dhopkins\/builder\/0ab859b0-e03b-45be-baea-2bcf5b101dca\/embed\" width=\"100%\" height=\"620\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<p>In the example above, we created a map showing 25 mile radius target ad areas for an ecommerce company. We then aggregated the sales within those areas during the time period that the digital ads were running.<\/p>\n<p>This gave the marketing team a clear way to show correlation between marketing spend and total revenue, proving to executive management that their digital campaign was, in fact, a success.<\/p>\n<p>Whether you\u2019re just beginning to plan your digital marketing campaign or trying to prove success, using maps, location data, and location intelligence will provide the tools you need to take your digital marketing campaign to the next level.<\/p>\n<p>Source: <a href=\"https:\/\/carto.com\/blog\/three-ways-maps-transform-digital-marketing-campaigns\/\">CARTO<\/a><\/p>\n<p><i>Lava is an authorised reseller of CARTO, a location intelligence tool that analyses and visualizes complex and large amounts of data.<\/i><\/p>\n<p><span class=\"et_bloom_bottom_trigger\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital marketers constantly have to find new ways to make sure their digital marketing campaigns are reaching the right people<\/p>\n","protected":false},"author":1,"featured_media":2679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[59],"class_list":["post-2678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-cloud-horizon"],"jetpack_featured_media_url":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-content\/uploads\/2024\/10\/earth-earth-at-night-night-lights-41949-Aug-04-2022-07-37-46-98-AM.jpeg","_links":{"self":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2678","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/comments?post=2678"}],"version-history":[{"count":0,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2678\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media\/2679"}],"wp:attachment":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media?parent=2678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/categories?post=2678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/tags?post=2678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}