Geomarketing
What is geomarketing? Benefits and uses of geomarketing
Geomarketing is the strategy that aims to pinpoint the geographic location of a specific target audience, so we can optimize our digital marketing and email marketing campaigns.
To achieve this, various geolocation techniques are used to determine the geographic position of customers (data provided by their mobile devices). This provides valuable information about their habits and locations, which is then used to create more efficient and better-segmented marketing strategies and campaigns.
1. Geomarketing techniques
The main geomarketing techniques you can implement are the following:
- Check-in. It involves encouraging customers to check in at a business, using a social network’s check-in feature. This way, the visitor’s contacts learn that they have been at that business, which boosts our branding.
- Geotargeting. It is based on defining the region where our ads are allowed to appear, either to attract a new audience or to build loyalty among the existing one. Likewise, it sets limits so that we don’t offer services outside our coverage area (if we are a purely local service business).
- Geofencing. Using different technologies, a virtual geographic perimeter is created for a specific region. As a result, when mobile devices enter that area or perimeter, specific ads are triggered for them.
2. Geomarketing levels
Geomarketing can be classified into different types based on its geographic coverage, ranging from a regional scope to a specific area within a store.
– Regional. This level takes, for its analysis, a geographic region that includes more than one country.
– Country, province and city. It subdivides a region into countries, provinces or cities, to focus the effort on the ideal market.
– Local. Widely used to focus marketing on very specific sectors or areas of a city.
– Micro-local. This level collects information on the area of influence of a business or a specific geographic location.
– Nano marketing. The effort is focused on the moment the customer is inside the store itself.
3. Benefits of geomarketing
Every marketing model or plan can benefit from geomarketing in various ways. Here are some of its main and most common benefits:
- The ability to better identify markets and segment more accurately.
- A better understanding of the habits and desires of the audience in each region.
- Building a closer bond and relationship with customers.
- Discovering potential locations to open a new branch.
- Spotting trends in real time and creating strategies to capitalize on them.
- Identifying true points of sale (locations with a higher likelihood of purchase).
- Improved ROI in marketing actions.
- Optimizing areas to attract customers based on interests (neighborhoods, municipalities, sectors, etc.).
- Implementing improvements in both sales and customer service.
- Gaining an advantage over your competitors.