Data collected using geolocation can be essential for creating social advertising strategies. Location data, for instance, can help to determine where the customers are located as well as allow an analysis of the places they visit. The information can then be used to create real-time targeted ads which are relevant and personalized. Most smartphones have a GPS feature. With more than two billion smartphone users around the globe, marketers can create their ads from the users’ geolocation data.
Approaches to Geo-Targeting Advertising
A marketer’s primary goal is usually to get their message to reach potential customers and convince them to buy their products and services. The two main approaches to marketing are push approach and pull approach.
Push approach is where the marketer targets the customers’ mobile devices. With all the data regarding location, interests, preferences, age, and more, the marketer tries to figure out what the customers might be looking for and then sends marketing messages. The pull approach, on the other hand, involves targetting potential customers who are already looking for them.
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Techniques Used for Geo-Targeting Advertising
For a marketing strategy to be successful, it has to be relevant to the customers. Determining the location of a potential customer can help the marketer to come up with relevant advertisements. Location-based ads can be used in a variety of ways such as the ones discussed below.
Geo-aware targeting essentially involves targeting customers who are close to a given location. The data used in this marketing campaign is usually obtained from a mobile service provider.
Geo-Targeting with User Input
In this technique, the marketer asks the users the kind of ads which they would prefer or want to receive, based on their location. Given that the users provide the data, the marketer can send advertisements that are targeted and relevant.
Geo-fencing is where the marketer focuses on potential customers that are located within a pre-defined radius. In most cases, it is used alongside geo-conquesting.
Geo-conquesting technique is where a marketer tries to lure the customers away from their competitors using ads location-based ads. This approached is mostly used by new businesses venturing into an already established industry.