At least 64% of American adults own a smartphone. That’s a quite a bit. That’s about the same percentage of Americans who don’t know what a pool is for. Yikes. The good news is that the growth of mobile internet has lead to some really cool developments towards creating a unique internet experience based on one’s location. When businesses use this technology, it’s called geotargeting. Let’s take a look at what that means.
Geotargeting is the advertising technique of targeting online consumers with ads based on their geographical location. This may seem like an obvious strategy, but it has only been done effectively in the last few years. While physical ads, like billboards, are tied to a geographic location, websites are not; they’re designed to be accessed in exactly the same way from anywhere on Earth. Different companies offer differing levels of localization, some as specific as a zip code, with most using DMAs (Designated Market Area), allowing companies to advertise to mobile customers based on their physical location.
The most familiar form of geotargeting for most is probably Google search results. If you’re on your phone in, say, downtown Seattle, and search “mexican restaurants,” Google knows you aren’t looking for restaurants in Mexico, or restaurants that are owned by Mexicans, you’re looking for nearby restaurants that serve Mexican food. Using your location, Google’s results intuitively give you the kinds of results you’re looking for. In the same way, business websites can target every element of their site to customers depending on their location. Perhaps an online flower shop could highlight its blue hydrangeas in Texas, where they tend to grow pink, or a clothing store could highlight different styles depending on what country it’s accessed from.
The premise is simple: people who are in proximity have something in common. It’s certainly not always true, but location can predict all kinds of things: your favorite sport, attitude, even how likely it was that you graduated high school. Companies can use this information to tailor the web experience of customers in order to make it more relevant, interesting, or culturally appropriate.
At bizmktg.com, mobile is just one of many ways we build your business. Call or e-mail the marketing machines to learn more: (800) 808-0249 or info@bizmktg.com.
