Reach Your Audience with Geolocation!
Geolocation is an excellent marketing method that uses mobile technology to help you target specific audiences, get valuable customer information to fine-tune your marketing strategy, bring in more customers, and boost your sales.
There are three ways to target clients using geolocation:
Geotargeting
In short, geotargeting is about reaching people using their location. Web browsers have been tracking the IP address of their users since the early days of the internet. The IP address allows marketers to target an audience and serve them personalized content. However, an IP address is not nearly as precise as someone’s GPS location, so this method is best used for broad marketing regions.
Geofencing
This method is a mobile alternative to geotargeting. Geofencing uses GPS location to target customers or audiences instead of their IP addresses. Since a customer’s GPS location is updated as they move, it’s an excellent tool for mobile messaging, allowing marketing to send the right message at the right time. Geofencing enables businesses to detect current or potential customers near their store, allowing them to provide limited-time offers or discounts to encourage customers to visit the store.
Targeting small regions like specific streets or neighborhoods is the most effective way to use geofencing. This approach helps direct customers to local businesses and impacts their sales.
Beacons
Beacons are small devices that receive location data from nearby devices like smartphones via Bluetooth. They are placed in specific areas, outdoors or indoors, and are considered the most specific form of geolocation marketing.
A beacon can provide precise data, like the customer’s location inside the store, allowing marketers to optimize their shopping experience. On the downside, since a beacon relies on Bluetooth technology, the device’s range is limited. They also must be appropriately placed, secured, and monitored, which can be complicated to do on public property.
