Geomarketing is a term that is used to describe any type of marketing that uses location intelligence as a way to improve the chances that a specific advertisement or message will reach the right audience at the right time. It has proven to be an effective marketing tool, and its use is on the rise. In this article, we will dive deeper into geo-marketing,
Location, location, location: it’s an adage that is automatically associated with real estate; however, it’s also an important sentiment in marketing, and geo-marketing is proof of this. Not only is it important to know what audience you should be pitching an idea to, but it is also important to know where and when to pitch the idea.
Geo-marketing is a tool that is used by marketers in order to determine the best strategies that will help them create effective campaigns that will reach a targeted audience. Any type of marketing that uses location intelligence as a way to boost the chances of a message reaching the right audience at the right time is considered geo-marketing.
While it can be achieved in several ways, the most common factor in geo-marketing is this: location data is a primary part of the marketing effort. Geo-targeting is a commonly used form of geo-marketing. With geo-targeting, advertisements are delivered to a targeted audience according to their current location or locations that they have visited in the past. It usually occurs via mobile devices, for example, when people “check-in” to a location on social media; however, geo-targeting can be employed on other devices, too.
Thanks to the constant increase in the use of digital technology that offer location data via social media and mobile devices, geo-marketing will only continue to grow in popularity in the world of advertising.
While any company in any industry can employ geo-marketing, it is best suited for those that can acquire substantial access to a substantial amount of location data; for example, mobile service providers. However, multiple industries can take advantage of this marketing tool. For example, a car dealership can use geo-targeting, as they can target their ads to people who have recently visited other car dealerships.
Companies can buy Geographic Information Software (GIS), which can be used for geo-marketing analysis. The data that is needed to feed this software can be gathered via the activity of a business. Larger firms that already employ database marketing can use most of the data that they already posses into geo-marketing because every ounce of data that is connected to a consumer’s addresses or zip code can be linked to a digital map.
Geo-marketing can reach a wide range of consumers, including:
This marketing tool makes it easier for marketers to reach the right audience at the right time. As such, this helps to increase the effect of a marketing campaign, thereby improving the success of a company.