How to Localize Your Marketing Message to Reach Your Target Consumer
Retailers can also determine which outlets should provide certain coupons or newspaper inserts based on the address they're mailed to. By integrating hyperlocalized data about a target consumer with data on their media viewing habits, retailers can match various promotional materials with the types of media they consume — traditionally, digitally or via broadcast. This creates a greater understanding of the target consumer that can be integrated with marketing touchpoints both in-store and online.
By taking these steps into consideration, retailers have the ability to form stronger, more personal relationships with their target consumer and in turn strengthen brand affiliation. This brand affiliation and loyalty can then transfer directly to the consumer's online experience.
Using a combination of technology, data and analytics, retailers can better connect to consumers by marketing to the individual rather than broadcasting to a larger undefined audience. In the end, we're all looking for faster growth and greater return on investment; getting it right the first time will please both consumers and your company's shareholders.
César Melgoza has been a leading innovator in the development of market intelligence data, systems and analytic services geared toward multicultural consumers and businesses. César founded Geoscape International in 1995.
CEO and Founder of Geoscape (now a Claritas company), César M. Melgoza, is a leading innovator and thought-leader on analytic services, business strategy, consumer insights and the development of market intelligence systems. After having fulfilled key roles at Silicon Valley firms Apple and Strategic Mapping, César founded Geoscape to develop market information systems and provide services for an increasingly diverse American and international marketplace.
César recently served on the board of directors of the United States Hispanic Chamber of Commerce, and on its Executive Committee. He has served on the advisory boards of Florida International University’s International MBA program and he is a board member of Florida State University’s Center for Hispanic Marketing Communication.
I'd enjoy getting your point of view on this. Feel free to reach out @cesarmmelgoza, @geoscape, @claritas or firstname.lastname@example.org.