Geolocation Marketing uses physical location to deliver content to your target audience. So understand how it works.
I bet you’ve already used your cell phone as a search tool when looking for an item to buy or looking for a nearby establishment. No wonder Google’s latest report using the terms “where to buy” and “near me” grew by 200% in the last two years.
However, the marketing professional who believes that geolocation marketing is just the registration of the establishment’s address on Google Maps is wrong. This is just the tip of the iceberg in this digital world.
Localized marketing is a service within digital marketing that uses the audience’s location to optimize and implement a brand awareness campaign. That’s why it’s also called personalization marketing.
In this article you will also learn about the tools used to use this novelty in marketing and, above all, how to use it.
Geolocation marketing promises to move the digital advertising market and become a trend in 2023. Proof of this is the growing search for courses on teaching platforms, for example.
Just do a quick search on Youtube and the user will be forwarded to Hotmart. It is proof that the term is new and that the market is still forming specialized professionals.
The new profession of the moment is the specialist in geolocation marketing, which consequently ends up moving another market: consultants and mentors in the subject. The name of the time is Derik David, an authority on Google My Business. That promises to teach how to better position the local company on the search platform.
The objective is to increase the sale of products or services to customers. However, it is necessary to point out to the marketing professional that geolocation marketing can be used as an inverted funnel to detect new investment possibilities.
Here, the concept applied to the after-sales of a product or service (inverted funnel) is used with the focus on transforming a few customers into multiple potential consumers of the brand.
Used as a marketing strategy, location marketing can serve to detect new points of sale around the city. For example, small franchises can expand nationally using geolocation data from customers and future customers.
The technology helps to map and analyze consumption data from local customers, using artificial intelligence and big data tools. And, there are a few different ways to use user targeting based on location data.
Tools used for geolocation marketing
Since the emergence of social networks, the tool of check in it is no longer exclusive to hotels and airports. Therefore, users of services or products, via the Internet, can share their location.
When you register at a restaurant, for example, via Facebook, to have free Wi-Fi access, geolocation marketing comes into play. This is one of the technologies available to customers that allows future personalization.
With the use of geotargeting, a technique that consists of audience segmentation, widely used on paid media platforms, allows you to reach and customize content according to the user’s location.
It is the data provided by users of social networks – which go beyond location – including education, preferences, among others, that the marketing professional works with detailed information to execute programmed actions.
Another tool that makes it possible to exemplify the use of geolocation marketing in practice is the geofencing. Which uses precise coordinates to perform programmed actions.
Notifications can be triggered as soon as the consumer enters an area close to the establishment. Once again using technology to customize the service.
O geotagging it is a well-known tool by the final consumer, because it is used in social networks. Unlike check-in, booking with geotagging it is done directly in the user’s publications.
The objective is to attract new customers, who, when clicking on the marking, are directed to a map of the region and can thus discover the address of the company, restaurant, or spa.
The last, of the main tools used in location marketing is the beacon. With this equipment it is possible to send notifications to devices close to the place where it is installed.
Here, applications in marketing actions are more direct and quantitative, such as sending personalized promotional actions or exclusive discount coupons, for example.
Therefore, after knowing a little more about the tools used in geolocation marketing, let’s find out how it works in practice.
What is geolocation marketing and how it works in practice
In a very brief and objective way, geolocation marketing is the application of the results obtained by the tools mentioned above to find new consumers, expand the brand and retain customers.
And, for that, much use is made of geolocation, or georeferencing. Which is nothing more than a resource that allows you to identify the geographic position of people and objects. All based on coordinates provided via satellite by internet signal, radio frequency and GPS.
In this way, it is possible to collect and store all location data to define a more assertive target audience. Which are much easier to obtain with the help of technology solutions.
We conclude that for a layman, geolocation marketing may just be the inclusion of a company in Google. However, the goal goes beyond just being found by the customer. It goes through a way to expand the business or create opportunities.
Therefore, geolocation marketing helps to build, every day more, a perfect persona for the brand, increasing the success of future actions made for customers. Using your location as a starting point.
For this new professional that the market and new technologies demand, working digitally will always be a partnership – hopefully a positive one – between man and artificial intelligence.