What does LCN stand for? It stands for Long-Term Customer Value, which has become increasingly important to digital marketers because it provides an accurate picture of how well each piece of content resonates with each customer.
Each customer is unique, and it’s important to cater to their specific needs in order to maximize your ROI. In this article, we’ll dive into the importance of LCN and how you can use it to better understand your customers.
What is LCN?
One of digital marketing’s most notorious buzzwords—LCN, or Location-Based Networking—is confusing for a lot of people, because it refers to multiple different things. But even without understanding exactly what Location-Based Networking means, it’s clear that marketers have been trying to get their hands on it for a while now: according to one survey, 80% of brands think location data will be an important part of their future marketing strategies. So why do you need LCN in digital marketing?
Because if you don’t know where your customers are, you can’t really market to them. And given how much time and money we put into our digital advertising campaigns, we definitely want to get as much out of them as possible. It’s time to demystify LCN once and for all—and discover how it can help your brand today!
How can you implement LCN?
When done right, LCN can bring a large, sophisticated group of publishers to your content that most digital marketers don’t have access to. The issue with LCN lies in implementation. In order for any single publisher’s network to be worthwhile, it has to be scaled out across thousands of domains and social accounts—effectively becoming its own campaign unto itself.
This approach can work for larger brands with significant budgets but isn’t necessarily scalable when working on tight deadlines and small budgets. While there’s room for improvement when it comes to how advertisers implement LCN campaigns, it’s safe to say that their return on investment outweighs these issues. After all, not only does LCN reach some of your target audience where they spend much of their time online, but it also demonstrates a high ROI due to its ability to reduce media costs (or even replace them entirely).
As one marketer told me: The media buying side is going away. It’ll just get built into more marketing technology platforms. For those who are committed long-term and want to see results through both platforms at once (i.e., social networks and CMS), investing in an integrated campaign with multiple ad channels makes sense over a siloed one focusing solely on SEO or SEM tactics alone.
LCN is the ratio of network capacity to the total traffic flowing through a network
The higher that ratio, the more room a network has to handle additional traffic before all of its capacity is consumed. To put it another way, it’s how many users are connected to your network and what they’re doing online at any given time. In other words, there’s no point having a super-fast connection if you don’t have anyone using it. That’s why we recommend setting LCN as a strategic priority for digital marketing:
A high degree of LCN allows digital marketers to tailor their messaging and outreach based on real-time user behaviors or trends across various digital channels—in order to reach existing or potential customers as effectively as possible. Understanding how digital consumers respond to specific messages can ultimately mean lower costs per acquisition (CPA) through better targeting techniques.
Improving CPA by just 10 percent could lead to an increase in profits of 20 percent! So go ahead: Ask yourself whether you’ve got enough LCN in your organization today; if not, consider ways you can boost it. You could be saving big dollars one step at a time with some simple tweaks!
LCN is usually expressed in kilobits per second per Hz.
Most existing digital networks have a limited capacity that limits total throughput. For example, if a network is set up to handle 1 million bits per second (1 Mbit/s), then under ideal conditions it can deliver around 1000 kbit/s to each individual user of that network if all users are receiving an equal share of that total capacity. However, if more than 1000 simultaneous users try to access those 1 Mbit/s resources, their collective demand will exceed capacity and their service will be delivered more slowly or not at all.
As more people use a system with limited capacity, its performance tends towards an inverse linear function rather than an arithmetic one. In other words, doubling your customers increases load time by 66%! LCN allows you to solve for these issues by guaranteeing the delivery of content.
In turn, it also guarantees your audience remains happy so they continue doing business with you. It’s crucial for any business wanting to ensure optimal customer satisfaction and profits from a platform like social media marketing that has no infrastructure in place from which to distribute traffic throughout its servers to balance load among servers during congestion problems.
Such issues occur on any shared technology platform when massive quantities of data start travelling through them at high rates of speed—which happens when high-quality content starts going viral across social media platforms like Facebook, Twitter and YouTube.
There are benefits to increasing the LCN.
One of which is reaching more people and being able to capture potential leads. There are a lot of prospective customers who stay away from websites because they are unable to find what they want. With an increased LCN, you have a higher chance of speaking to these prospects and turning them into paying customers or clients.
Another benefit that an increased LCN can provide your company with is easily making modifications to your website through updates or new features since there will be fewer sites competing for keywords. You also gain a competitive advantage over other businesses by having less competitors occupying valuable real estate on search engines.
By increasing your maximum number of links, you will be able to increase page rank on different search engines which helps improve brand recognition online.
LCN can be used to measure capacity improvement in wireless networks.
This overview will discuss how long-term evolution (LTE) networks are designed to improve their capacity over time by upgrading to new LTE-Advanced standards and applying new data rates that can be used for voice, data and video.
This increase in capacity opens a path for improved performance of real-time multimedia applications such as high-definition video streaming and interactive gaming, which require low latency with consistent high bit rates. Latency refers to a network’s delay. Low latency ensures fast responsiveness for time-sensitive applications such as voice calling or gaming, so that there is no discernible delay between sending and receiving information from another person or from an online server where you play an online game.
A common indicator of latency is round-trip time (RTT), which is typically referred to as ping. The lower your RTT, generally, the faster your internet connection tends to be. The latest 4G Long Term Evolution (LTE) standard implements technologies that enable wireless networks to deliver higher capacities than previous generations of wireless technologies could support.
It does so by adding more antennas or antenna arrays at base stations, using multiple transmission and reception channels called multiple-input/multiple-output (MIMO), increasing peak transmission speeds through wider channels known as carrier aggregation, using higher-order modulation schemes like 256 Quadrature Amplitude Modulation (256 QAM), among other things.