Learn how to make sure strategies with Geomarketing! – WAU
Geomarketing encompasses any marketing strategy that works with location intelligence to optimize campaigns and reach consumers at the right time and place. Among the possibilities of Geomarketing we have: Geotargeting, Geofencing, Geotagging, Geofilters and more!
“Tell me where you are and I will tell you who you are!”
It is with this saying – yes, slightly changed from the original – that we start this post about geomarketing. Do you know what this is?
Today, brands use valuable information to segment their audiences, understand consumers and improve their Marketing campaigns: people location.
Through your IP address or the GPS activated on your cell phone, you offer valuable data to companies about your profile, behaviors and interests at all times.
For example, if you’ve been to several pubs in the past month, we can understand that you probably like going out with friends, right?
Therefore, the opening sentence of this text makes sense in the context of geomarketing: tell brands where you are, and they will know who you are!
Follow our post to better understand this concept and how it can be useful for your marketing strategies!
Learn all about Digital Marketing
This comprehensive guide will teach you everything about digital marketing and how to apply it.
What is geomarketing?
Geomarketing is not a campaign, it is not a tool, it is not a channel.
Initially, the concept was used to describe the strategy of companies to analyze the characteristics of the public in a region to determine the location of a new physical store, the most promising areas in sales or the line of action in each location.
However, currently the concept has expanded, especially with the growth of Digital Marketing and the use of smartphones, which accompany people’s mobility.
Today, geomarketing consists of any marketing strategy that encompasses location intelligence to optimize campaigns and reach consumers in the right place at the right time.
So, for geomarketing strategies to work, they need big data support. After all, user location data is their raw material.
Why is geomarketing important?
There is a device, which is attached to people, that many people use and can reveal their location at any time. Guessed what it is? The cell phone!
With a smartphone nearby and GPS enabled, brands have valuable information about you: your current location or recently visited places.
In addition, you may not realize it, but report local information at all times. For example, when you check in via Facebook at a restaurant, or when you post a photo on Instagram and tag that you were in a park.
All of this information can be used by brands in their marketing strategies. After all, you provide valuable data about your profile and your interests, as we said at the beginning of the post.
In this way, geomarketing is a way of optimize your campaigns, so that the content delivered in advertisements, messages, notifications, emails or posts becomes more relevant and accurate for the public.
You may also be interested in this content!
How to create location on Instagram: complete tutorial 
How to use geomarketing
With the evolution of technology, the possibilities of geomarketing are increasing, as well as its uses, which are becoming increasingly useful and efficient for companies.
Learn about some strategies that businesses are using to achieve more results:
Probably the best known way to use geomarketing today is geotargeting, which is the strategy of target audiences according to your location.
Thus, a campaign can be segmented according to the country where people live, the city where they were born or the neighborhood where they work – as long as these data meet the strategy’s objectives.
For example, if you have a printing shop in the city of Curitiba, why would you advertise to the residents of Rio de Janeiro? Geomarketing allows you to filter only the audience that interests you, offer content suitable for them and bring better results to your campaigns.
How to make?
Geographic targeting criteria are offered on most paid media platforms on the web, such as Google Adwords and Facebook Ads, which collect data from users’ IP addresses.
You can select the desired locations by country, region, state and city. In some cases, the platform also offers segmentation options by zip code, neighborhood and distance radius, in addition to the range estimate for each selection.
You may have already accessed a page and received a notification like this: “this site wants to know your location”. But why does he want to know that?
Simple: to offer personalized content to you according to your current location. So this is also an example of using geotargeting.
For example, if you are in Spain visiting a website in London, it may be that it has a Spanish version of the content to display.
Other examples: if the site identifies that you live in Rio de Janeiro, it may only show ads for stores in your city. On e-commerce sites, the presentation of products can also be customized as well.
How to make?
For the user, sharing their location with a website is optional. He can decline the notification request or configure the browser to never allow sharing.
So, know that this information is never guaranteed and, furthermore, that the user’s geographic position is estimated, not exact.
In order for him to decide if he wants to share your location, you should always send a notification like the one we mentioned.
For that, you need to have a more advanced knowledge about programming. You must use a Geolocation API in the code, for the browser to identify your request and trigger the notification for the user.
This strategy consists of offering real-time content according to the user’s movement, captured by the GPS.
Thus, when the device enters an area determined by the company, the person receives content through a notification on the cell phone, or an email, or an SMS.
Google is using this strategy a lot. Android system users receive information about traffic in their vicinity or about the restaurant they are visiting at that very moment.
For local businesses, this is an efficient way to attract new customers. For example, by identifying that a consumer is passing by your store, the merchant can trigger a notification with a discount coupon and encourage him to enter the store.
How to make?
For the user to receive your content, you must first offer an application of your brand. Then, he must download and authorize the sharing of his location and the receipt of notifications and communications.
In the development of your application, you will mark the desired geographical area and define the message to be sent. Use your creativity to attract consumers’ attention!
In social networks, there are different resources to use geomarketing, with the aim of engaging consumers, especially in local businesses.
The check-in feature is a prime example. When a user checks in within your establishment, you can offer an offer, a discount, an exclusive product, a gift, etc.
This strategy became popular with Foursquare check-ins. Today, an idea widely used by restaurants is to offer free internet access upon check-in on Facebook.
How to make?
Check-in is the user’s action, not the brand. So, you can just encourage and facilitate this work for him.
To do this, create a Facebook page in the Local Business category, with complete and correct information about your address.
Thus, the social network application can easily identify the user who is at your establishment and offers them the option of check-in.
In the case of free Wi-Fi after check-in, the configuration is done on the router. See Facebook guidelines.
Geotagging is marking the user’s location in a publication. It is common for people to use this feature on Facebook and Instagram, when they are at an event, at an establishment or doing tourism in another city, for example.
Thus, the publications add more information about the user’s location, and allow people to discover new businesses through the experience of their network of contacts.
For business, the main benefit is the spontaneous disclosure your brand. In addition, the publications also serve as feedback for the business, as people report their perceptions about the establishment.
How to make?
Like the check-in feature, geotagging is also an action that comes from the user. You can only encourage bookings, creating offers and promotions for those who carry out the action, and facilitate the identification of your location.
For this, it is worth the tip we gave above: create a page in the Local Business category and correctly fill in your address.
In the case of events, Facebook automatically offers the option of check-in for those who have confirmed their presence or interest.
Another example of geomarketing on social networks is geofilters, introduced by Snapchat. The possibility of inserting filters in photos and videos is one of the marks of this social network.
In the case of geofilters, they are made available by identifying the user’s location by GPS. The name of the city and, sometimes, the neighborhood in which the person is located are automatically loaded.
But the most interesting thing is that the businesses themselves can create geofilters, with their brand identity, for when users are at your establishment or at your event.
How to make?
In August 2016, Snapchat released the on-demand filters tool in London. Thus, any business can create and publish its filters, subject to network approval. The minimum price to create a geofilter is 5 dollars, which covers an area of 19 thousand m² for 1 hour.
In the past, companies were concerned only with the location of their business.
Today, regardless of whether you are well located or not, you need to focus on consumer location, to create relevant, creative and efficient strategies.
Thus, location-based technology opens up a world of possibilities for marketers.
Now, since we’re talking so much about user mobility, check out our full article on Mobile Marketing and its importance in digital marketing strategies!