How is Geolocation Data Helping Modern Businesses Target the Potential Customers?

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Staying proactive socially and regularly sharing valuable content in today's competitive landscape is a powerful technique that helps maximize the brand recognition of a business. 

Every millennial globally realizes the true potential of advanced marketing tactics in today's times. But the major concern is that all these practices demand good data about your target audience. 

Customer Targeting Demands Location Data 

With the whole emphasis on targeting potential customers, all you require about is Data, Data, and Data! The more you'll know about your customer's data, the easier it will be to target your audience with minimal effort and time. 

Prior to getting into the marketing strategies implementation, one needs to identify and gather customer data that includes who exactly the audience is, what they are expecting, their preferences, and what time they are most active. The list is long; however, one of the most important parameters is the customer LOCATION. Having a clear idea of where your customers live and shop will help you plan tailored campaigns and improved user experiences.  

Well, this is where geolocation jumps in! 

Understanding Geolocation data for targeting customers 

Geolocation data can be considered a vital tool to build an operative social advertising strategy irrespective of the business vertical you are dealing with. This data helps businesses identify the potential customers' location and even offers an in-depth analysis of the customer's visits and local searches, enabling you to create significantly targeted and personalized and ads. 

Real-time Scenarios of Geolocation Data 

Now, as we are aware of geolocation data's significance, let's take a quick glance at geolocation in real-time and explore the instances where geolocation data is being used by businesses to understand their customers more closely. 

  • Data marketing agencies can identify that where their potential customers sleep and where they live based on how long the user's phone has been still. Which apps are present on the phone, which of them are the most used apps- all this data can be gathered easily. Based on all this, enterprises can pair data about the preferences and interest areas of the customers. 
  • Whenever a person is walking to the metro station and is passing by his favorite coffee store, the user's phone will ping the store's Wi-Fi network and the store can further send offers and notifications to the users. Moreover, the other competitors can also benefit from it via geofencing (virtual graphic boundaries) and send advertisements while pointing them towards their store. This practice is geo-conquesting which we'll be discussing later. 
  • A person who regularly goes to the gym before reaching his workplace might play some workout videos on Youtube. The geolocation data of the user can be collected. Based on this data, marketers will get an idea about the category user is interested in and give suggestions. It could be suggesting the nearby Whole Foods store or a vegetarian eatery, and so on. 

Proven Geo-Targeting Advertising Tactics 

As a business owner, you must be aware of the approaches that can grab your potential customer's attention at the right time before your rivals convince them to invest in their services. Well, at this point, you can majorly go for two approaches and grab their attention via ads. 

Push Approach: Under this approach, you'll have to target the mobile devices of the customers who opted-in for receiving the ads. Since you already have all the data about your customer's demographics, age group, interests, you can plan the marketing message depending on all these parameters. 

Pull Approach: Under the pull approach, you'll target the people looking for you or a business like yours- you can send ads or coupons for your store. This will require less effort, and you'll have to figure out the users on your own. 

If you succeed in determining the customer's location and deliver the expected message to the customer at the right time, get ready for a good purchase from that customer. Let's explore a few geo-targeting advertising techniques that are capable of assisting businesses in the long run. 

Geo-Targeting with user input 

Depending on the customer's location, suggestions of the customers can be gathered about what kind of ads they wish to receive, their expectations, preferences, and so on. And as this data is directly coming from your business's real customer, specifically targeted ads can be sent to the customers. 

Geo conquesting 

Geo-conquesting is a practice where marketers try to grab the attention of the customers who visit their competitors with the help of location-based ads. Whenever a customer visits a particular store to purchase a product, the competitor can pitch him by offering some heavy discount and grab his attention to make a purchase from their store. 

Geo-fencing 

Geo-fencing allows you to emphasize your potential customers inside a pre-defined radius in a particular location. Once you create a virtual fence for any location, you get access to serving ads to the ones who step inside the fence. 

Geo-aware targeting 

Geo-aware targeting is the major form of LBA (Location-based mobile advertising), which utilizes data from the mobile service provider to display ads to customers near your location. 

Geo exclusion 

Geo exclusion is a practice under which numerous ad service providers, such as Google Ads, allow you to exclude particular locations where you can avoid the ad from showing. So, you get the access to prevent poorly performing locations or locations where you simply don't have a target audience. 

Hyper Contextual Targeting 

This type of targeting makes use of location and numerous other parameters for targeting customers with meaningful ads. Besides geographic location, marketing experts usually use past locations visited, intent-based on search history, geography-specific events, or weather, to deliver relevant ads to the customers. 

How ML is Enabling Businesses Identify their Potential Social Media Audience 

Ideal social media marketing strategies demand good data in today’s tech-driven world, where customers become more informed than ever before. More the data you have of your target audience, easy it becomes to boost the social media reach and grab the attention of your target audience. This is where AI and ML prove their true potential. 

Undoubtedly, geolocation is proving its success in all terms, but most social media posts aren’t geolocalized. In that case, integrating ML is a great idea to cater to this. ML holds the potential to automatically infer geolocation from the users’ posts backed by cutting-edge and deep learning technologies. This can help boost the rate of geolocalized users depending on what marketers already know about social media use. ML will ensure more accuracy with more social media location data to help businesses in the long run. 

Final Thoughts 

With the advent of technology, smartphones have not only made lives easy for users, but it also informs the businesses where their customers are. This gives business owners ample opportunities to craft personalized and relevant marketing strategies that turn out to be powerful for grabbing customer's attention. Gathering customer's geolocation data holds countless business opportunities for modern businesses and clearly portrays how you can smartly and effortlessly target your potential customers.  

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About Author

Anil Rana is a dynamic professional who primarily focuses on digital asset management and business analysis. With over 14 years of experience, Anil works closely with requirement gathering, analysis, estimation, design, development, testing, and production support while supporting business solution software and analyzing business operations for top global enterprises. He possesses multiple certifications that include Certified Scrum Master and Certified Product Owner.

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