Location intelligence, which refers to insights derived from a user’s geographic data, has become more than just a buzzword over the past years. Nearly every marketing-focused publication has been touting its benefits, and it’s not exactly hard to see why it could change the game for marketers everywhere.
There is a strong correlation, after all, between users’ wants and needs and where they’re at. Need an idea or two about how you could incorporate geolocation research into your marketing strategy? Listed below are some compelling ways geolocation is making an impact.
1. Popularizing Geolocation-Based Augmented Reality
You might be familiar with “Pokemon Go” and how it incorporates geolocation-based augmented reality (AR). Marketers have taken advantage of the players’ eagerness for catching Pokemons to define physical locations of interest using items in the game and, therefore, lure customers close to the location of their shops, restaurants, bars, etc.
2. Incentivizing Event Goers
Geolocation data empowers event organizers to deliver relevant offers to event participants. For example, event visitors can use their device at a specified location during a mall event to claim a virtual coupon that they can use the next time they shop.
3. Facilitating Content Personalization
Geolocation technologies like IP Geolocation API enable companies to redirect visitors to country or language-specific versions of their websites based on their IP address. That can lead to more personalized and convenient experiences that translate to sales.
4. Bolstering Fraud Prevention
IP data allows marketers to protect their companies from suspicious IP addresses and domains that may have figured in publicized attacks. IP Geolocation API can be integrated into website security solutions to help automatically block such IP addresses, preventing them from dealing with fraudsters instead of focusing on actual intended audiences.
5. Enabling Beacons and Geofences
Beacons and geofences are technologies that allow marketers to set up so-called virtual perimeters around an establishment. They let entrepreneurs attract foot traffic and capture potential customers with enticing in-store offers. Beacons, geofences, and global positioning system (GPS) devices make this type of proximity marketing possible.
6. Ease Digital Rights Management for Marketers
Marketers are often in charge of promoting digital products in a given region or country. This process can become complicated, however, if their target market is able to access the same content elsewhere illegitimately. With IP geolocation, it becomes possible to restrict content distribution based on users’ locations and therefore makes regional marketing easier.
7. Weather-Based Advertising
IP data obtained through tools like IP Geolocation API can be used to serve weather-based ads to customers for better campaign results. Beer manufacturer Stella Artois is one company that took advantage of this. The company ran dynamic, out-of-home (OOH) ads whose messaging changes depending on the weather.
8. Better Customer Profiling
As illustrated by previous examples, IP data provides marketers a detailed overview of their target market. And with tools like IP Geolocation API, marketers can learn more about their market’s demographics whereabouts in combination with their interests and spending habits. In turn, they can create hyper-targeted ads that can increase conversions and event turnout.
9. Enhanced Customer Journey
Geolocation data enables retailers to check in on customers across digital touchpoints. Macy’s and Neiman Marcus are two major retailers that pioneered this technique using geolocation technologies. The department stores sent exclusive offers and store guides to in-store shoppers that have opted in to receive their notifications.
10. Incentivizing Information Gathering
Marketers know how useful customer shopping data is, but these days, customers don’t give away information easily. As part of using and benefiting from the latest geolocation-enabled apps and personalized offers, customers might be more inclined to share their information as the value they get in exchange is greater.
The implementation of IP geolocation is only set to become commonplace in the coming years. To ensure the success of your geotargeting campaigns, consider using a tool like IP Geolocation API. It provides users with accurate IP data for various marketing needs as it has an extensive database of 99% of IP addresses in use.