The number of smart mobile users continues to increase rapidly around the world. As marketers find new ways to access this growing audience of mobile users, geotargeting has come into existence. But what exactly is geotargeting? Geotargeting is the practice of delivering advertisements and marketing content based on the consumer’s location. This type of advertising uses location data to reach customers with content messaging appropriate to their behavior and locality. It also involves detecting a visitor’s website location to serve them with location-based advertisements and content.
When you geotarget to market your business, you give more relevant, personalized, and targeted user experiences to visitors on your website. Geotargeting helps you use your visitor’s IP address to detect their location and show them geographically relevant content. That way, you can provide the content your website users need without using third-party marketing tools that may be costly and interfere with your site’s performance.
Geotargeting uses automated technology to assume the consumer’s location and display content related to that. For instance, a car gas filling station can run a geotargeting campaign to display a specific ad to people located within ten miles of the gas filling location. When consumers switch on-location services for particular apps on their phones, geotargeting advertising shows ads based on their current location. For instance, if you own a fast-food restaurant, you can use geotargeting to show ads to people within the restaurant’s location, asking them to visit for a bite. In simple words, geotargeting helps you as an advertiser or business owner to create more targeted promotions for consumers and relevant ads resulting in more customer engagement.
How do you geotarget?
If you are wondering how geotargeting software works, worry not because you will understand how at the end of this reading. First and foremost, geotargeting detects the consumer’s location. That is through GPS, which captures a specific location, or cell towers that capture a broader area. Then, the geotarget software uses this information to decide what to show to those consumers. There are two main ways to use geotargeting:
Geotargeting applications refer to any app that uses location-based advertising and marketing. For instance, when you log in to a cab-hailing app, you will see cabs near your location, the same with apps such as food delivery or grocery delivery. In another example, when you search for a service or facility such as hospitals near me, you will see options close to your location. That is geotargeting marketing in use.
Another way to geotarget is to use geotargeting software that helps you reach your audience quickly. It can target the audience by displaying ads to a particular group of people who have visited the brand’s location within a certain period.
Is geotargeting effective?
Geotargeting is very effective and also helps minimize marketing costs. For instance, if you are advertising cheap plane tickets from NY to Dubai, you will most likely target those two locations. On the other hand, you will use another set of offers to target clients from different locations. Plus, geotargeting is available even to small advertisers.
A key takeaway
As digital marketing trends evolve, geotargeting is proving to be the next powerful means of advertising to target audiences based on their geographical locations.