The rise of the mobile internet is changing the way consumers interact with online services. According to Cisco, by 2020, there will be 5.5 billion mobile users, representing 70 percent of the global population. More than half a billion (563 million) mobile devices and connections were added just last year. We have grown into a global society that expects to conduct research, shop online, and stream music or videos at any time, in any place on any device―which creates both opportunities and challenges for companies.
Today’s digital marketplace is a complex environment: Devices come with multiple screen sizes, capabilities and operating environments while connectivity encompasses fixed, mobile and Wi-Fi networks as well as different carriers and locations. Brands looking to improve their engagement with customers not only have to navigate device and connectivity diversity, but they also have to understand that consumers engage differently in different environments. Therefore, a one-size-fits-all web presence is no longer optimal.
As the number of mobile and connected devices continues to multiply, it is increasingly important to have the necessary real-time intelligence to deliver carefully crafted and contextually relevant customer journeys―reaching people on the move across multiple devices.
IP Intelligence and Geolocation Technology Provides Comprehensive Insight
IP Intelligence and geolocation technology, which is based on users IP addresses, is a valuable tool for any company’s digital arsenal. IP geolocation technology accurately and non-invasively identifies the location of web users down to a ZIP and postcode level worldwide in real time. With IP Intelligence, you can also accurately determine Wi-Fi connection locations and types of Wi-Fi hotspots, without the need for opt-in, all while respecting the user’s privacy. Additionally, the technology can detect other critical data parameters such as connection speed, carrier, and device type―providing the comprehensive insight to help companies create contextually relevant and compelling multi-screen engagements.
We all like to be pleasantly surprised, especially when it comes to the unexpected impact, usefulness, and relevance of technology. For companies that often deploy and administer multiple technologies to support their online initiatives, that rings especially true. Cross-functional technologies make it easier to attract and engage online audiences.
Technology with Multiple Applications, Numerous Benefits
Whether the goal is to create an instant connection with a first-time site visitor; to drive revenue for mobile marketing campaigns; or to ensure content is in the right hands, today’s IP Intelligence and geolocation technology provides the type of all-in-one tool to take online and mobile interactions in the right direction—toward a closer relationship with your audience.
The five most common business applications are:
- Targeted Online Advertising — Enables online advertisers and mobile marketers to “geo-target” to a post-code level, increasing advertising’s reach, relevance and response. Additional IP parameters allow for more pinpointed targeting and flexibility.
- Content Localization — Provides online entities with the tools to move away from “one-size-fits-all” web content and instead deliver relevant content, language, currency, products, and promotions—creating an instant connection with visitors—that helps reduce website and transaction abandonment, resulting in increased sales and revenue.
- Geographic Rights Management — Allows online content distributors to adhere to licensing and copyright agreements surrounding usage of digital audio and video content. Additionally, geotargeting can be used to restrict downloads in certain geographic locations or in other online uses where content needs to be legally restricted.
- Analytics — Offers companies a new way to view, parse and analyze data to improve web performance and site effectiveness. It also provides a real-time mechanism that allows customers to analyze data and to take immediate action.
- Fraud Prevention — Delivers the data necessary to expose the anonymity or lift the cloak of fraudsters. Leveraged within a fraud-prevention framework, companies can marry the virtual world and physical attributes to make real-time decisions on the validity of online customers and transactions.
Rich, Accurate and Reliable Data Is Key
The capabilities found in today’s IP Intelligence and geolocation technology can bring amazing value to businesses around the world. Savvy companies, such as DeviceAtlas, recognize the bonus that this type of accurate and reliable data brings to their solutions―especially rich data on Carrier ID. Through a single technology, DeviceAtlas can address multiple business needs, from analytics to business intelligence to ad targeting, and succeed in meeting a wide array of distinct goals for its customers.
For the latest insights, commentary and best practices regarding the use of IP geolocation data for your business needs, visit the Digital Element blog.
Guest Author:
Rob Friedman, co-founder and executive vice president, Digital Element
