Geo-targeting is the clever method used by search engines and marketing companies, to tailor advertising and content, based on an individual’s geographical location. The geographical location of a person can be collected through various means online; IP address, tracking cookies, PPC campaigns, data entry and auto-fill. Offline, advertisers and marketers have the advantage of working within the local area and can therefore market their product or brand within a location they are familiar with. Using localised terms or phrases, images that people from certain areas will respond to as well as clever placement of billboards and posters, companies maximise their reach within the particular area they wish to target.
Geo targeting is a powerful business tool, benefiting smaller and medium sized businesses when it comes to increasing their audience, using a variety of marketing tactics on and offline. By allowing companies to target individual’s via their geographical location through PPC campaigns, social media platforms and more recently mobile marketing, companies can tailor their campaigns far more specifically, efficiently building their brand.
Well, everywhere- that’s the point! Geo-targeting ensures no stone unturned when it comes to spreading your brand, targeting everyone who browses the internet, passes a billboard or watches TV within a certain postcode. A recent example of a company benefiting from the excellent marketing data collected, via geo-targeting, is the luxury lifestyle shopping site Net-a-porter. The luxury online shopping website conducted a real-time digital campaign, over three weeks, which displayed all purchases being made, all around the world. The campaign, streamed on a large screen in London’s Canary Wharf, was extremely innovative and gathered a great wealth of qualitative data, based on where people made purchases. Using the data collected, Net-a-porter can, for example, push sales of wellies in the south-west, based on the higher number of outdoor clothing purchases made in the south west of England. They can use similar data for leather boots in France, the list goes on! The opportunity for tailoring their adverts is now endless because they took the time to measure and identify the shopping patterns of people, based on their exact location.
So why exactly does geo-targeting benefit companies? To specifically connect with people, based on their regional location, personalises your products or brand to that individual, and ultimately secure a sale or guarantee a sign-up. By tailoring your advertising to the location of that individual you are appealing to what they know, increasing the impact of your message and having more of an impact within a relevant area of the market, instead of trying to have a less-personal impact in a broader market.
Now! The time has never been better for smaller businesses to take full advantage of this great marketing tool, as the use of online marketing takes over its former offline partner. With the use of localisation within SEO and online marketing strategies, social media users giving away their location as well as analytical data being so readily available, it would be mad not to take advantage of geo-targeting.
Although geo-targeting is not a new marketing strategy for businesses, it has come a long way in terms of supplying more specific data and targeting more online users as well as offline. It has become increasingly important for businesses to pay attention to their audiences, as the potential to reach people with your brand becomes even easier.
Do you incorporate geo-targeting into your marketing strategy? Has it always been at the forefront of your marketing plan, or is it something you are addressing now? Does localised advertising make a difference to your business? Tweet us @Interdirect with your views.