Every day there are more companies that advertise on the Internet and use social networks, search engines or blogs to carry out promotions or create content marketing strategies.
This causes the need for generate increasingly personalized strategies that allows them to reach a specific audience. This is where geomarketing takes on special relevance.
What is geomarketing
Geomarketing is a marketing strategy that uses geographic data and location of users to better understand which audience they should direct their messages and promotion to based on their location.
In this way, geolocation and marketing techniques are combined to adapt campaigns to the preferences of specific consumers.
How does geomarketing work?
By using geolocation and the user’s location, advertising companies can send relevant messages based on the proximity between the customer and the point of sale. At the same time, other features such as user behavior across an entire region as well as demographic trends can be configured.
This technique is possible thanks to technologies such as GPS, mapping applications (such as Google Maps), location networks and demographic data analysis available in online advertising tools such as Google Ads or Meta Ads.
Why is geomarketing important?
This technique is widely used by companies because it allows them to optimize the budgets of advertising campaigns and improve the customer experience, since they only receive offers that interest them and based on their location.
Geomarketing also allows you to take advantage of the current trend towards local SEO. Since the pandemic, users are increasingly interested in consuming in local and nearby businesses. This technique aligns perfectly with this trend, allowing companies improve your visibility and attract a close audience.
At the same time, geomarketing offers valuable information to companies about the behavior of their audience at a local level, which is very helpful when analyzing and configuring new advertising campaigns.
How to use geomarketing in your company?
To apply geomarketing, you need to have a database with the segmented audience correctly. That is, you need to have information about the user’s location. With this information, you should be able to create digital maps, in which you keep your customers mapped.
From here, you can run personalized promotions based on where your customer is located, which helps improve the personalization of your messages and can even help identify variations in the results of your actions from region to region. other.
As a tip, for segmentation you can use many variables, from the broadest (regional, state), to the most specific; local (city or town) or microlocal (neighborhood, area), this is the type of segmentation that Google uses to offer you results “near you.”
One of the best-known examples of good use of geomarketing is the one carried out by the company Zappos. The footwear brand was a pioneer in the use of this technique, with which it was able to identify the different real-time purchasing trends, depending on the area. From this, he was able to carry out personalized promotions, depending on the demand of his audience.
Another pioneering brand in geomarketing was Starbucks. The coffee chain has been using this technique for years to decide where to open new stores. This way, you use your audience data to make smart decisions.
