Why Geomarketing Matters

Posted by: Chris Marentis

Why Geomarketing Matters


Local marketing experts have long known the importance of being able to find customers within their local geographic area, despite the prevalence of national chains. Now that customers are relying on their smart phones more and more often, there’s now an even greater opportunity to find these customers.

A Brief History of Geomarketing

map with Pin Pointers 3d rendering image

When online marketers first began targeting based on location, the method was simple. They simply delivered online ads based on the users’ IP addresses. This method, however, came with several limitations. For instance, if someone is doing Internet research on an upcoming trip, the IP-based targeting would not deliver ads for businesses that are located near their destination.

Thankfully, as people become more connected online, they’re naturally providing advertisers with more information. Through social networks such as Facebook and Foursquare, users provide advertisers with their geographic location, which makes location-based targeting much more accurate. That’s why mobile advertising revenue is expected to skyrocket from $7 billion to more than $30 billion by 2018.  

And thanks to the surging usage of smart phones, advertisers have up-to-the-second data on where their customers can be found at any given time. More than 60 percent of smart phone users say they use apps that require them to provide their location.

Try Geofencing

It’s critical for marketers to catch the right people at the right place at the right time. With the help of geofencing tools, businesses can send alerts, coupons, and messages to any customer who enters into a specific perimeter. That way, customers who are running errands near your business location may be enticed to stop by your store or showroom.

The Possibilities Are Endless

The presence of mobile technology and advanced location-based targeting tools is only on the up and up and will continue to increase over time. In fact, Google is now developing software that will enable billboards to transmit location-based ads to mobile phones in the area.

Tap Into Location-Based Targeting

Despite the dominance of mobile phones, many consumers still spend a significant amount of time at a laptop or desktop computer. Pay-per-click or PPC ads are a great way for businesses to hone in on customers in their geographic area. Because PPC ads are typically targeted based on keywords and location, they’re likely to generate more leads for less money than traditional TV or print ads.

Keep in mind that social media networks enable businesses to offer ads to users based on their geographic location, which enables businesses to offer highly targeted special offers, coupons, and exclusive information to users in a specific geographic location. 

In the end, no matter which type of ad you choose, it’s clear that location matters when it comes to marketing.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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