Geotargeting can effectively show a promotion to a select group of people, which they can then use directly at their location. Think of offering discounts for the coffee shop on the corner , aimed at everyone within a radius of one kilometer on and around the station. Handy when the customer of that coffee shop just missed the train.
Geotargeting can also help improve the usability of websites . For example, the first language display of a website can be tailored to the main language of the country from which the website is visited. Even the entire content of a website can be automatically tailored to geographic variables of the website visitors. This includes not only the main language, but also the climate of the location, device usage preference or general internet speed.
2. Generating higher engagement and conversion rates
Geotargeting is particularly relevant for companies and organizations where the geographic location of their target group is important for sales and turnover .
For example, a car garage located in Amsterdam can use online ads with Amsterdam as a specific target region. There is a good chance that car owners who live close to the garage will be more interested in the repair services offered than car owners living on the other side of the city. They can probably go closer to home with a broken car.
Example
For example, jeans brand True Religion ran a small south korea whatsapp number email marketing campaign targeting a number of geographical locations with a high concentration of stores. In total, 65,000 emails were sent, with a click through rate of 2.5% and an in-store conversion rate of 1%.
For just one campaign, focused on a handful of locations, these are great results. By using data analysis to find out where the largest part of your online turnover comes from, you can significantly increase your ROI with geotargeting. Under the motto of 'double down on what works' you align your advertising budget with the locations where the largest online turnover comes from.
The Impact of GDPR on Geotargeting
All these geotargeting options are incredibly interesting and therefore very effective. But what can we do with them after May 25? In theory, the GDPR does not have to be a problem for the use of geotargeting. The GDPR is aimed at protecting personal data, while geographic data does not always have to be linked to personal information.