Discover how using location in your marketing strategy can boost your results!
Geomarketing is one of the actions applied in marketing that makes possible, through a mapping of location , that brands know their audiences better .
However, this concept did not arise with digital marketing, as many people think. In the construction of offline sales actions, it was already possible to use this strategy according to the places where the business operates, the sales focus in certain regions, the estimation of possible customers and the acceptance of the product in a particular neighborhood, for example.
With the advancement of technology, this market analysis became more refined and created smarter solutions at a lower cost . Thus, it was possible to discover the routines and needs of potential clients, using geomercadological information.
If you want to know more about this topic and what the benefits are for your business, read on and check it out!
After all, what is geomarketing?
This concept was created to define the strategies of a brand from the analysis of the public through characteristics of location. In the past, geomarketing has already been used to check promising areas for opening a physical store.
Nowadays, with the help of technology, it also refers to the actions developed based on location intelligence, optimizing campaigns to reach the right audiences.
Thus, this technique already allows the sending of personalized messages the moment a customer passes near a store, for example.
The innovations allowed the IP address of the computers and the addresses of the GPS enabled in the cell phones to be used by the brands. These data enable professionals to draw information about the behavior of their audience and to create content and promotions aimed at them.
Is it possible to hide from geomarketing?
Some people believe that it is free of this type of action, because it keeps the GPS inactive. In fact, the story is not quite like that.
With Data Science it is possible to perform the analysis and interpretation of large volumes of information on the internet. Therefore, even if the data is scattered on the network, the brands will be able to access and organize it.
Geomarketing is built with isolated actions, but together they provide valuable information.
Check-ins, photos on Instagram, business markups, and hashtags are all ways to contribute to building standards, which will be read by algorithms and will be available so that establishments understand and better understand the routines of their audiences.
How to use geomarketing in your business?
Before this strategy was used mostly by large companies, who were able to conduct market research and have teams for these analyzes.
Today, with Internet access, small and medium businesses are already able to use these mechanisms associated with the devices made available in digital marketing.
Geomarketing breaks down into some strategies. Check below how to use them.
1. Geotagging
Geotagging is one of the ways to capture users ' location through Facebook and Instagram location tags. This situation is very common when people visit places for the first time, go to events and shows and travel.
Because it is a spontaneous publication, it tends to produce good organic results. However, the brand must foster this type of publication, as well as keeping business data up to date, with opening hours, address and additional information.
It's very frustrating to see some social networking posting from a different location but not being able to know where the service is or is, for example.
Monitoring these contents is also important to know how the user experience is and what are the possible improvement points.
2. Geotargeting
Geotargeting is one of the ways to conduct geomarketing and is based on targeting an audience by its location. You can create ads on Google or Facebook and use this strategy as one of the requirements.
In addition to IP and GPS data, we also populate information on social networks, such as our hometown and current location. These platforms allow publications to be created with geographic restrictions of country, city, neighborhood and even radius of distance.
This is a good alternative for local businesses or that only serve in physical stores. This will allow you to restrict ads only to people who will actually have access to the products or services.
3. Check-ins
Check-ins are also one of the strategies of geomarketing. It is important that the brand encourages the use of this tool, as this increases spontaneous engagement and brand recall.
Foursquare and TripAdvisor are geossocial platforms that allow the user to indicate their location and what they found of the establishment or hotel, for example, giving notes and comments about their experiences.
It is interesting that you offer offers, discounts and exclusive services to those who perform this type of action.
4. Geofencing
Geofencing allows brands to offer discounts and content in real time, based on the user's movement. With GPS information, applications - by using permission to use location - send specific offers to the user when they are close to a certain region.
Waze is an application that uses this. Once the person enters a particular area, it signals that the partner establishment is 1 km apart, for example.
But this technology is not restricted to big brands - small entrepreneurs can also create applications and develop similar techniques with personalized notifications.
What are the benefits of applying geomarketing?
This tool brings several benefits to the brands that use it. The demand for personalized offers and experiences grows every day and no longer use strategies like this is to make room for the competition.
In the offline medium, geomarketing assists in the identification of points of sales, distribution of goods and competition. In the case of the online medium, it facilitates user engagement, public assertiveness, and better planning of local actions.
See other benefits:
- mapping territories with concentration of the brand public;
- geographical analysis of the market;
- discovery of new areas and audiences for the business;
- location targeting;
- stimulus of spontaneous engagement;
- creation of loyalty campaigns;
- interaction with consumers.
Why is it important to invest in digital?
Understanding what geomarketing is and how it can be put into practice is important so that it is possible to create more effective actions for brands. Although the definitions seem complicated, it is possible that small businesses create efficient actions and spend little .
Moreover, with this article it became even more evident how it is necessary to invest in digital to conquer a new audience and a new market, right?
Content marketing actions such as persona definition, sales funnel creation, SEO built text, and geomarketing are important strategies that should be put into practice together to make the results even better.
And you, already knew the geomarketing? Have you used this strategy in your business? If you have understood the importance of this tool for your brand, you will probably also be interested in learning more about digital marketing. So, now it's time to know what Inbound Marketing is!
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