GeoTargeting is the practice of delivering content to a customer based on his or her geographic location. It is based on their current location or locations that they visit often. Using the city or zip code IP address or device ID accomplishes this. For more exact locations GPS signals, geo-fencing, and more can be used. According to the customer’s geographical location, they are segmented, and then content can be customized specifically to them. The main goal of geotargeting is to talk directly to the customer by addressing their specific desires and needs.
There are many advantages to geotargeting in advertising. See below:
- Helps determine what stage in the buying process a customer is in
- Tells when a customer is likely to need company service
- Helps produce useful content for social media
- Makes businesses locally relevant
- Helps advertising returns become optimum for businesses
- Businesses can better promote local marketing events
- Increases engagement with personalized content marketing
- Reduces wait time and increases service speed
- Helps businesses to hide their advertisements from competitors
- Local audiences get information regarding offers and discounts
- User experience improves
The advantages of geotargeting help a business deliver the right information to the customer at the right time. For example, let’s say a customer living in Seattle, Washington is looking to by a new umbrella, and a business that sells reliable umbrellas just started using geotargeting. This umbrella shop is no longer advertising to customers that live in cities that are predominately sunny, and instead are optimizing their returns by advertising in rainy locations. With geotargeting the business is able to calculate when the customer is looking to buy the umbrella. Advertisements will be sent directly to the customer showcasing the umbrellas, providing deals, and making the umbrella shop locally relevant to the customer. Since the business is within the customer’s geographical area they are more likely to choose them. The customer’s experience searching for an umbrella has improved because a relevant and geographically close umbrella store with a discount was presented to them quickly and effectively.
- 31, Lauryn Chamberlain Mar, et al. “GeoMarketing 101: What Is Geotargeting?” GeoMarketing by Yext, 13 Jan. 2017, geomarketing.com/geomarketing-101-what-is-geo-targeting.
- Flynn, Taylor. “5 Benefits of Adding Geotargeting to Your Marketing Mix.” Parkway Digital, 12 Nov. 2019, www.pkwydigital.com/benefits-of-geotargeting/.
- Graziano, Jackie. “What Are the Advantages of Geo-Targeted Advertising? – MediaMax Network.” MediaMax, 26 Nov. 2018, mediamaxnetwork.com/blog/what-are-the-advantages-of-geo-targeted-advertising/.
- Riserbato, Rebecca. “What Exactly Is Geotargeting & Should You Advertise This Way?” HubSpot Blog, 11 Dec. 2019, blog.hubspot.com/agency/pros-cons-geotargeting-paid-search.
- Tavor, Yotam. “Increase Conversions with Geo-Targeting.” Neil Patel, 24 Jan. 2020, neilpatel.com/blog/geo-targeting/.