Geolocation data is an essential parameter for creating an effective social advertising strategy. Location not only helps you figure out where your customer is but careful analysis of their visits and local searches can help you create relevant, personalized and targeted ads. This article discusses various Geolocation techniques that can be used for social advertising.
So, What is Geolocation?
The Global Positioning System (GPS) of a mobile device determines your Geolocation at that precise moment. With a forecast of around 2.5 billion smartphone users in 2019, marketers can use users’ Geolocation to craft targeted and relevant ads in real-time. Location-based advertising (LBA) has been around since over a decade and has proven to be an effective technique to reach out to the ‘target audience’ at the ‘opportune time’ with ‘the right offers’.
Here’s how various geolocation techniques help in social targeting and advertising:
Approaches to Advertising Using Geo-Targeting
If you are a marketer, getting your message across and making your customers seek out your product is a necessity. If you are a high-end boutique in NYC, which wants to attract customers during the holiday season, you need access to your customer’s location. This will help you use two approaches to cater to them through ads.
- Push Approach: You target mobile devices of customers who have ‘opted-in‘ to receive ads. You have the data regarding your audience’s age, preferences, interests, etc. You ‘try to calculate what she came looking for’ and send a marketing message based on her location.
- Pull Approach: With this tactic, you target users who are looking for you. For instance, if a user searched for ‘bespoke apparel’, you could send an ad and a welcome coupon for your boutique. Rather than you ‘figuring out’ a user, the user herself requests an ad.