What are marketing problems in e-marketing

Whitepaper: Solving Marketing Problems Using IP Data

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

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

In the whitepaper from Digital Elements in cooperation with OnlineMarketing.de you will find out 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

With IP data, marketing experts can address target groups worldwide down to the level of postcodes and thus improve reach and relevance, reach specific target group segments in important regions with their marketing messages and avoid wasting budgets. Geolocation technology works the same way for the 80 percent of mobile device users who connect to the Internet via Wi-Fi as it does for desktop computer users: no consent is required, and for mobile device users with 4G or LTE connection, it does With the approval of reverse geocoding, targeting in the range of three to 30 meters is also possible.

In addition to location determination, users can also be segmented or addressed according to characteristics such as connection type, Internet service provider (ISP) and domain name. Against the background of a changing data protection landscape, the use of personal data for targeted marketing is becoming increasingly complex. IP data provide location-specific insights into target groups while preserving the anonymity of end users. By enriching granular IP information with additional data sets on marketing or advertising platforms, including, for example, demographic, behavioral or transaction data, targeting profiles can also be created.

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

Marketing professionals realize that universal messages are no longer enough because users expect customized, personalized experiences. A message has to address a user correctly, otherwise it is a wasted interaction. IP location data enables marketing teams to move away from bland, generic messages and formats; instead, they can place contextually relevant content that increases interactions and at the same time offers an 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 promoting voucher codes or special offers from local shops and service providers.

Second, the user experience can be customized based on the connection speed or type of connection. For example, IP data shows whether an online video is being delivered based on the connection speed of a user, or by determining the connection type, it ensures an ad format that is compatible with mobile devices. The IP geolocation technology reduces display 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: detect suspicious traffic

Not only is there an increase in spending on digital advertising, the illegal activities of those who want to take advantage of it are also growing steadily. The financial losses from ad fraud to marketing were estimated at $ 23 billion in 2019 alone. IP intelligence can help fight ad fraud - using information such as location, connection type and proxy data. They form the basis for the data protection-compliant authentication of the interactions of users with advertisements.

The IP geolocation technology makes it possible to filter access from particularly high-risk regions by determining the location of users. For example, a sudden surge in traffic from a region outside the targeting area of ​​a campaign is likely to be fraudulent activity. With such tips, companies can identify and stop suspicious traffic and avoid wasting the advertising budget of a campaign. Location data can also be used to prevent distortion of results due to invalid interactions, to filter clicks from regions in which 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 point of interaction. For this reason, a noticeable removal can be just as much a sign of fraud as a high percentage of clicks in relation to the percentage of installations. The long-term analysis of connection patterns using IP geolocation can distinguish unusual accesses from normal user patterns and identify irregular connection characteristics that are considered to be signs of fraudulent activity.

IP geolocation technology continues to evolve and is increasingly refined. She has the ability to solve many of the problems marketing teams face on a daily basis. Through targeted campaigns, including personalized messages that address users correctly, and by identifying and preventing fraudulent activity, IP data helps make marketing more efficient, avoid waste and solve a wide range of problems.

Download the whitepaper "The Power of Where: The Use of IP Geolocation in Advertising" now

Kate Owen has been Digital Elements Vice President, Northern Europe since 2011, and in this role she has almost twenty years of experience in digital advertising and technological solutions. Born in New Zealand, she moved to Europe in 1994 and lived there until 2010. Kate worked in Germany for twelve years; since then she has called London her home.