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.