In an era where businesses have gotten as close as legally possible to their customers, geotargeting has played a huge role in terms of the customisation internet users have now taken for granted.
With the ability to locate users as specifically as their country, state or even city, geolocation tools have transformed the way businesses market themselves, operate, and engage with their customers.
There’s little doubt, therefore, that geotargeting is one of the most powerful technologies we use on a daily basis, even though it may not seem that way. In our post today, we explore this further and take a look at some of the more powerful applications of geolocation tools in terms of marketing strategies.
In the recent past, geolocation technology has grown beyond its most obvious application of scouting user location. This means that businesses are now revolutionising the way they do their marketing with IP geolocation tools.
Did you know that geolocation software can even be used to plan virtual events, where physical environments and virtual reality are blended together? Beyond being a novel way to promote your goods/services or build your brand image, it also allows you to increase your reach to more diverse audiences around the world.
L’Oreal tested out this strategy for themselves when they created a virtual art exhibition that allowed visitors to experience art on a very visceral level. Similarly, brands have the ability to use geolocation features in mobile apps that include gamification - like Pokemon GO - to engage users with a particular product or service.
Customer insights, regardless of where they come from and what they relate to, are always highly useful for marketers. Geolocation data is the same.
With these insights, businesses get a first-hand look at what specific audiences - those from different locations, at least - are most interested in. As many marketers have discovered, interests and preferences change from region to region - knowing this and knowing which products/services sell better in each location improves the sales process exponentially.
Geodata is truly impressive, however, because it allows businesses to understand how frequently certain segments of shoppers visit other retail stores/competitor locations and gives them an in-depth look at how certain products, like cars, are being used.
It is, therefore, a treasure trove of valuable marketing insights, as long as you know where (and how) to look.
Geotargeting features have been used extensively in the past to display certain promotions and offers to visitors based on their location. This is nothing new.
Now, however, AI and predictive analysis are joining the fray to provide users with smart offers - those that know what time’s the best time for you to see them.
By picking up your routines and habits, AI applications will soon show you advertisements and promotions that aren’t just within your location, but also at the perfect time - before you head out to do your grocery shopping or head to town, for instance.
Yes, you read that right. With advanced geotargeting features, you will not just be able to make location-specific offers but also those that are in line with the weather conditions in your area.
Say, for instance, your cafe’s hot chocolate is a delectable masterpiece. Want to prompt users to buy it? Wait for the next rainy day or snow day and prompt audiences in close proximity to your cafe to come get it.
While this may not be the basis of entire advertisement campaigns - unless, of course, you sell umbrellas in a region prone to heavy rainfall - it’s little tricks like this that make you stand out in your audience’s mind, especially at a time when 60% of advertising professionals say that geo-targeted ads deliver a stronger ROI than other buys.
Geotargeting features are about to enter the mainstream. Soon, every business will have a slice of the pie - but not everyone will leverage the truly powerful features of geolocation tools and solutions.
By being aware of what you can do, it’s easier for you to introduce sophisticated marketing strategies to your business. Stay ahead of the pack with premium geolocation tools that do the heavy lifting for you.