Digital Marketing

Why geotargeting should be in your marketing strategy

Geo-marketing strategies

We know that everyone loves personalized content. Everyone is spending all day, every day with their smartphones in their hands, expecting to see personalized content delivered straight to them. Advertisers and marketers need to include this information in their marketing strategy and can take geotargeting a step further by applying it to all forms of content produced – even TV.

With the increase of ad-blocking and streaming, fewer people are seeing commercials in the way they used to. That's why personalized, geo-targeted content is so important. We'll explore how marketers can tap into this audience.

Let’s start at the beginning. What are the marketing strategies?

They are, according to Business Dictionary, defined as, “An organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan.” That means you need to be clear on your business's goals and implement a strategy that will reach your target audience and encourage conversion.

What is geotargeting?

It’s simply the practice of offering different content to users based on their geographic location. With geo-targeting you’re able to give personalized information to the people who will find it most useful. This makes sure you’ll get more feet in the door or clicks to your site and eventually leads to increased conversions.

What does TV have to do with it?

The reality is that millions of people are tuned in to the same TV channels daily. They watch the news and sports, their kids watch cartoons and everyone indulges in a spot of channel surfing every now and then. But because so many people in so many places are all looking at the same adverts, they’re probably not seeing content that is targeted to them.

How can geotargeting implemented in your TV marketing plan help business?

To put it simply, geotargeting allows advertisers to show different adverts on the same channel in different geographic locations. This means people experiencing summer rainfall won’t see adverts about drought and those going through the hottest temperatures in history won’t see commercials for rain boots.

According to marketers Smart Insights, geotargeting works in this way, "A mobile geo-location identifier locates your device’s position and reports it to the ad servers. The ad servers maintain a database of location data and ad campaigns. As they receive a location update from a device they send relevant ad notifications to it." And when users are seeing personalized content, they’re more likely to hand over their credit card.

To learn more about how to increase conversions with geo-targeting, read our recent blog post. We discuss actionable steps you can take to include this type of personalized content in your marketing plans.


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