10 Practical Tips For Using Geo-Location To Reach Your Target Audience

Geography plays an important part in creating customized and targeted marketing campaigns, and columnist Wesley Young lays out ways in which local search marketers can use geolocation to their advantage.

Jeans company True Religion needed to promote events and new products at its retail stores. Using geo-targeted emails focused on areas in which the brand had a high concentration of stores, True Religion was able to serve up dynamic emails unique to each audience to drive in-store traffic.
65,000 geo-targeted emails were opened with a 2.5% click through rate and a 1% in-store conversion, a huge impact for one campaign with a small data set, per True Religion’s Director of Global e-Commerce, Gary Penn.

Examples like the above support metrics that find geotargeting doubles the performance of all kinds of marketing methods, from email campaigns to paid search. Per data from the Local Search Association’s LSA Insights database, it also doesn’t matter what vertical your business is in.  The click-through rate for geotargeted mobile display ads was higher than the industry benchmark for all verticals.

 

The effectiveness of geo-targeting is only going to further improve as mobile use grows and location data becomes more accurate and available. The Local Search Association (LSA) just released data that found that, for the first time, mobile devices surpassed PC use in search for local businesses and services. As I reported last month, the majority of searches (52%) for local information on mobile devices occur either in the car or away from home or work.
Furthermore, 70% of consumers are willing to share their location information if they believe they are getting something of value in return like coupons or loyalty points, according to LSA’s Local Mobile Search Study.  This dynamically moving consumer base is only going to be more receptive to search results and ads that are specific to their location.
Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can restrict its reach to consumers only located in a defined geographic area such as a state or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.
Here are 10 practical tips for using geo-location information to reach your target audience.

1. Find A Venue Where Your Target Audience Will Have Specific Wants Or Needs

Stadiums, airports, universities, and malls are examples of specific venues that can be targeted in order to reach specific interest groups. Stadiums provide a great opportunity to focus on specific short engagement events with an audience defined by that event. They often host fans from two specific cities or schools or fans of a specific music genre that is heavy in one demographic. A band like One Direction, for example, is likely to attract school-age female fans.
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