It doesn’t matter what business you are into: whether you’re in the manufacturing industry, transport, real-estate, healthcare, media, agriculture, banking, what not. In almost all these sectors the three most important words are location, location, location. Determining where to pitch tent, where to open a new outlet, where to establish a new branch, where to sell your produce, where to-do-blah-blah-blah is the rule of the thumb. A wise selection of the location is what makes a world of difference between stupendous success and abysmal failure.
Traditional thinking will tell you that all what that means is that your business must be in the correct location, geographically, to be successful. But that is not fundamentally true, because in today’s technologically advanced society the location element has taken a new meaning. Whether you have a retail store in a busy town or not, you need to pay attention to the location of the consumer, and tailor your marketing efforts and message accordingly. Using consumer location knowledge to frame marketing efforts is called Geo-Marketing and is the key to growing your business in this era.
Today’s digital technology has made it possible to gather consumer location data available through social media and mobile devices. Geo-marketers are able to use this consumer insights by gaining real-time access into consumer’s world to create powerful and actionable strategies into the market environment.
Examples of Geo-marketing
A good example of geo-targeting is how smart small shop owners leverage social media to drive sales. These businesses have gathered social media followers who are in close proximity to the physical location of their business. This allows the businesses to send highly targeted special offers, coupons, events etc to drive up sales.
A classic example of geo-fencing is AT&T ShopAlerts. The leading mobile services provider created a marketing network connecting participating retail locations to send location-specific messages (deals, offers, coupons, etc) whenever a subscriber came near. The campaign which was launched in 2011 was a huge success with with over 25% purchase conversion rate.
- Hyper-local ad serving
Leading ad serving companies like Google’s Admob and Adsense serve ads based on a user’s location.
Localization means displaying web content relevant to a user’s origin. Smart businesses have their websites optimized to detect a user’s country of origin to display content in the user’s native language and information that is relevant and appealing.