Geo
targeting has been a great boon for marketers and advertisers in
digital domain. In conventional online marketing, it has offered a
large advantage, but the advent of mobile advertisement got it to
greater heights. It helps mobile advertisers to target
specific audience based on location. Strategies and any method used
to get the information of a location and determine whether the user
is a prospective customer or not, all comes under the definition of
Geo Targeting. Location is a key to determine a business strategy. It
is possible to create custom geographic areas to target locations via
this technology. The State of Market Report for H1 in 2013 quoted
that geo targeted advertisement gets two to three times better clicks
than advertisements without it.
For
industry experts, geo targeting is emerging as a central theme for
digital advertisement, driven primarily by mobile advertisement
strategies. It helps in marketing in smaller locations with better
customer prospects than spending more on larger regions. The
technology helps to optimize marketing campaigns optimally. It helps
in bringing up the relevancy of advertisement throughout user bases
that had strong impact on buyer’s conversion. It reduces wastage of
resources on the end of marketers and helps to receive better ROI.
The
two traits of targeting as Standard Targeting and Precise Targeting
are both helpful being customized according to the requirements of a
campaign. The standard procedure utilizes zip codes and common
geographical features in targeting audience. It helps more in
campaigns that has an objective like brand awareness and general
promotions. However, for product and promotions of special services,
Precise Targeting should be followed. It helps to further customize
the data given in standard information services through special
feature like Geo-Fencing. The technology helps to target consumers
through their mobile devices. The study by Verve found that for
mobile advertising, the optimal radius for geo fencing is between 4
to 5 miles.
Apart
from Geo Target, Geo Conquest is a gaining better traction within the
mobile advertisement industry. It lets marketers to establish a
geographic perimeter around a specific location. Within this location
advertisers can target customers who are within the longitude and
latitude confining the boundaries. There are many stakeholders in the
industry who have gained advantage of this technology. It is proven
to have optimal returns on business that deals in basic necessities
like food or restaurants, conveyance services and so on.
The
industry has been always disrupted with the emergence of new
technology. Traits like Mobile Marketing and Geo Targeting are just
other disruptions that his propelled a better momentum. However,
marketers are still to utilize them for optimal advantages.
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