There are many definitions of geographic marketing, but the majority of definitions of geographic marketing focus and revolve around how geographic variables affect interactions between companies and consumers, and this is what we will address in our article today on the website. EnglishShop.
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What is geographic marketing?
Geomarketing is a modern form of marketing that relies on analyzing demographic and economic data for an area and using the results to plan marketing and promotions that reach consumers appropriate to their geographic location or range. For example if you sell summer clothes. Geographic marketing will ensure that your product promotions reach audiences in hot areas only.
Geographic marketing strategies
Geomarketing is not a marketing tool in itself, but a marketing strategy that includes different marketing techniques all based on geolocation data. They can be classified as:
Geofencing strategy
This strategy is used in Geographic marketing Specifically for applications for smartphones and other tablets. These apps use GPS to initiate a marketing action (such as a text message, email, social media ad, or even an app notification). This happens when a smart device that has the app and has a GPS feature enters a specific geographic area called a geofence.
When a girl receives a notification from a mall app on her phone telling her about today's deals as she walks near the mall. This is a simple example of the idea of geofencing based on building a virtual perimeter or border around a specific geographical area to target those who enter or are present in that area.
The role of smartphones in geographical marketing
IOS smartphones also use geofencing in the “if this, then” command, the programming of which is based on the idea of creating one action based on another. Users define these actions according to their needs and convenience. For example, a command could be given to turn on the house lights when the user is 5 steps from the door.
What are the benefits of using geofencing?
To take advantage of a geofencing strategy, an app developer must first create virtual boundaries around geographic areas to target on Google Maps.
Provided that the application supports GPS. Within these boundaries, marketing actions are created to be triggered when an application-carrying device enters the boundary.
Users need to allow the app to access their location information for geofencing to work.
Geofence technology allows easy access to customers at the right place and time, as geofencing works on a virtual perimeter system.
Once anyone enters this environment, you will be able to reach them and they may become a potential customer. It also increases sales by raising the conversion rate.
Let's say you offer a 30% discount on any product in the store.
By creating a geofence around your store's radius, you send notifications and ads to people's phones within that radius.
This geofencing will attract people to the store and purchase products.
And if you want to make your ads and offers stand out among the dozens of ads that competing companies are bombarding users with.
Geofencing helps you better understand your audience in order to create ads tailored to each customer's needs by analyzing demographics and tracking customer preferences.
Read also: What are the reasons for declining sales?
Geomarketing in social networks
- Geographic marketing on social media comes in many forms, from analyzing audiences by region. Local ads by region, and Snapchat geofilters for ads that trigger when you swipe a beacon.
- If this is something that exists, it basically acts as a detector, and many businesses use it to send personalized offers when they pass through their stores or even in a specific aisle.
- Technically, they are not location-specific ads on social networks.
- But signals are becoming increasingly important in geomarketing and it is essential to know them for those interested.
- They are basically devices that use a Bluetooth chip to send information to Bluetooth enabled smartphones as well as having a store app.
- This is an excellent tool but it relies on many pieces to achieve this.
How do you use geomarketing in your business?
- The first step to using geomarketing in your business is to choose the goal you want to complete and conduct a geographic analysis of your audience that will allow you to achieve it. For example, you could choose a goal like “Increase my YouTube presence.” “
- On YouTube, you can access geographic analysis in the Creator Studio dashboard in the Analytics tab and under “Specific Geographies” (also allowed on Facebook, Instagram, and Twitter).
- In the same way, you can segment geographic analysis by market (subscribers vs. non-subscribers), by video, or by a specific time period.
- The second step will be to identify the variables that have a direct impact on your goal.
- For example, you can specify that your main market (most subscribers) is located in 3 countries.
- Obviously, if you create content in Spanish, Russia will not be in the top three.
- But imagine that Peru represents 20% of your channel subscribers, the question here is why? This market will very likely have a lower CPC than Mexico or Argentina.
