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BizReport : Advertising : January 11, 2012

Digital Zip takes targeting to hyper local level

Over the past year a lot has been said about localizing online campaigns. With the consumer base increasingly mobile it makes sense to include not only local sales but local information - locations, phone numbers, etc. - in online information. One offering, MaxPoint Interactive's Digital Zip takes this kind of targeting to the hyper local level.

by Kristina Knight

"Digital Zip [pinpoints] qualified neighborhoods at the most granular level," said Gretchen Joyce, President, MaxPoint Interactive. "As a result, retailers and brands can execute highly targeted digital advertising campaigns that drive in-store traffic and sales. We can pinpoint qualified customers interested in purchasing a brand's product with more precision than using traditional zip codes, ultimately offering accurate neighborhood level targeting with national reach and local results."

For retailers this can mean an increase in in-store traffic, even from a national campaign. Digital Zip can run targeted campaigns to specific audiences within a zip code. Even though the 2011 holidays showed a surge in online sales retailers still need to move products from store shelves - not just from cyber shelves.

"For example, if a national retailer with thousands of physical locations wants to promote the launch of a new sports drink brand that they carry, they use MaxPoint's Digital Zip technology to pinpoint the exact neighborhoods in which to promote the drink. Perhaps the audience they are trying to reach is moms with children under the age of 12 who play organized sports and live within 8 miles of one of their retail locations," said Joyce.

As the consumer base becomes more mobile it makes sense for brands to embrace platforms such as this - because engaging mobile consumers is all about their location.

Tags: Digital Zip, ecommerce, hyper local advertising, m:commerce, MaxPoint Interactive, mobile marketing, targeted advertising

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