Geo Targeting in Marketing
Geo targeting is designed for customers according to where in the world they live.
When targeting to customers and consumers in the world it is important to understand their needs and wants. One example of a target market is the geographic markets. In this case geo targeting is a tool used to get the message across to the correct consumer.
Many companies promote their brands and products by marketing to specific geographic locations. Some examples of markets that use geo targeting are; surfing, climate apparel, and resort markets. According to Search Engine Land, “70% of consumers are willing to share their location information if they believe they are getting something of value in return, such as coupons and loyalty points.”
Geo targeting can be accomplished in many ways including: company website, purchase tracking, social media, apps, and more. Often times, company websites ask for a customer’s zip code to zone in on their specific location. Also, when a customer buys products online at a company’s website the customer has to put in their shipping address to get their products delivered. With this information, company’s could send customers relevant advertisements, promotions, coupons, and more that are relevant to their specific location. Furthermore, individuals often times allow location services to be turned on for apps as well as social media sites which allow company’s to utilize geo targeting. This strategy in marketing will boost sales for the company, make their advertisements and marketing more effective, and create a positive customer experience for the customers. The use of conversions is also an essential tool for geo targeted to see if your marketing is effective. Conversion is how many people walk in compared to how much sales goes out with the consumer.
Its also important to make sure you use geo targeting in the right way. You should be precise on what locations should be excluded. Excluding locations may also be a more cost-effective way to avoid the higher ad rates of high demand target areas according to searchengineland.com.
- Geo fencing is another way to use geo targeting. Geo fencing allows marketers to set up a perimeter in a virtual way. You can develop messages that are unique and relevant to specify geo fences. For example you can have different states, provinces, and regions.
- In addition to other geo targeting you can use additional data to make your marketing products more relevant and successful in not only the short term but in the long term for the service or product as well.
- Social media is other tool of geo targeting. Social media makes the marketing more personalized and it also helps the marketers to create a better concept to increase a memorable customer service.
- When using geo targeting it is important to have a strong cyber security since the company will be collecting data on the personal consumer. The data is the most valuable asset to the company.
To sum it all up, geo targeting is an essential instrument used for companies marketing their brand. Just like demographics and psychographics, geo targeting is just as important for marketers to use to understand their customer and provide marketers a service to reach their customer.