Free Mobile Marketing Location-Based Mobile Advertising Questions and Answers

Question 1

A marketer sets up a campaign to target users who have previously visited their retail locations or the locations of their direct competitors within the last 30 days. Which location-based advertising technique are they using?

Accepted Answer

Historical location targeting

Answer

Historical location targeting allows marketers to serve ads to users based on their past physical locations, such as previous visits to a specific store or a competitor's store. This differs from real-time geofencing, which targets users as they enter a defined area, or beacon technology, which works at a much closer proximity. IP address targeting is generally less precise and used for broader regional targeting.

Question 2

A coffee shop chain wants to send a promotional message to customers who are physically inside one of their cafes, encouraging them to try a new pastry. Which technology is MOST suitable for this hyper-local, in-store targeting?

Accepted Answer

Bluetooth beacons

Answer

Bluetooth beacons are small, low-energy devices placed within a physical location that can trigger actions on nearby mobile devices. They are ideal for highly precise, indoor proximity marketing, such as targeting a customer within a specific section of a store. GPS is less reliable indoors, and cell tower or IP targeting lacks the necessary precision for in-store engagement.

Question 3

A national retailer is running a location-based campaign and wants to measure its direct impact on in-store sales. Which of the following metrics provides the CLEAREST measure of the campaign's offline effectiveness?

Accepted Answer

Store Visit Attribution

Answer

Store Visit Attribution is a measurement technique that directly connects a user's exposure to a digital ad with a subsequent visit to a physical store. This metric is specifically designed to bridge the gap between digital advertising and real-world outcomes, providing the clearest evidence of a campaign's ability to drive foot traffic. While CTR, CPA, and impressions are valuable digital metrics, they do not directly measure offline behavior.

Question 4

A marketer is setting up a geo-conquesting campaign. What is the primary objective of this strategy?

Accepted Answer

To target users with ads when they are near a competitor's location

Answer

Geo-conquesting is an advertising tactic that involves setting up a geofence around a competitor's location to target their customers with promotional messages, aiming to lure them away. The goal is to intercept potential customers at a key moment of consideration and persuade them to choose your business instead.

Question 5

When comparing geofencing and geotargeting, which statement is most accurate?

Accepted Answer

Geofencing is typically more precise for small areas, while geotargeting is used for broader regions like cities or states.

Answer

Geofencing creates a virtual boundary around a specific, often small, geographic area and triggers an ad when a device enters it, making it highly precise for locations like a single store. Geotargeting, on the other hand, delivers ads to users within a larger, less-defined geographic area (e.g., city, zip code) and often incorporates other data points like demographics, not just real-time entry into a zone.

Mobile Marketing Practice Test

Mobile Marketing Practice Test

Free Mobile Marketing Location-Based Mobile Advertising Questions and Answers