The term “Geotargeting” in marketing refers to a model of targeting one’s audience based on geographic information and data.
The goal is to provide users in a specific area or region with web content or advertisements that are personalised both by content and language.
Broadly speaking, geotargeting enables:
- offer potential customers content in their own language or products with prices calculated in their own currency;
- personalise product offerings based on the geographic area of the user who is browsing the shop;
- to convey advertising messages according to the target area;
- increase the relevance of ADS ads based on the geography of the target audience;
- optimise content in language SEO for better search engine rankings in specific countries.
As we can imagine geotargeting activities fall within much more articulated marketing strategies that still involve investments and activities in the local sphere as well.
Personalisation of content and optimisation of investments in ADS campaigns but that’s not all: among the marketing activities that are most effective in the more local sphere, we also find the sending of SMS.
At the basis of this type of activity, always an effective profiling and segmentation strategies of its audience that in this case with geographical parameters (city, IP address, zip code…).
