Geo-Targeting

Geo-Targeting is the process of personalizing a marketing message to consumers based on their geographical location. It allows consumers to be connected with products and services they need in their local area when they use search engines.

Why does TrackMaven think that Geo-Targeting is important?

Geo-Targeting has the benefits of increasing sales and decreasing advertising costs for marketers. Marketers can separate the distribution of consumers into geographic locations and can execute different advertising campaigns for each of the locations. This increases the chance that campaigns in different geographic areas will be successful, thus eliminating the need to spend resources restructuring a failed campaign. Instead of advertising blindly, marketers can increase their chances of making a sale by targeting locations where that product is most needed.

In today’s digital landscape, instant gratification amongst consumers has become the norm. If a company can take advantage of this and display products to consumers specific to their location when the need arises, then consumers are more likely to recognize the immediate utility they can receive from those products. With everybody constantly on the go, consumers with smart phones have made geo-targeting especially beneficial for businesses. As consumers travel and change regions their product and service needs might change. Geo-targeting allows businesses to capitalize on those changing needs.