Geomarketing
What is geomarketing? Benefits and uses of geomarketing
Geomarketing is a strategy designed to pinpoint the exact geographic location of a specific target audience, allowing us to 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. This involves encouraging customers to register their presence at a location using a social media check-in. This way, the visitor’s contacts will know they have been to your establishment, which improves your branding.
- Geotargeting. This is based on defining the region where your ads will appear, either to attract new audiences or to build loyalty among existing ones. It also sets boundaries so you don’t offer services outside your coverage area (if you are a local service business).
- Geofencing. Using various technologies, a virtual geographic perimeter is established for a specific region. When mobile devices enter this zone or perimeter, specific ads will be 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. For its analysis, this level focuses on a geographic region that spans more than one country.
– Country, state, and city. This subdivides a region by countries, states, or cities to focus efforts on the ideal market.
– Local. Widely used to focus marketing efforts on highly specific sectors or areas within a city.
– Micro-local. This gathers information from the direct sphere of influence of a business or a specific geographic location.
– Nano marketing. Efforts are highly focused when the customer is actually inside the store.
3. Benefits of geomarketing
Every marketing model or plan can benefit from applying geomarketing. Here are some of its main and most common advantages:
- 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 on marketing activities.
- 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.