have you ever heard of geomarketing? If your answer is no, don't worry, in this post we explain you all about this strategy that has to be part of your digital marketing plan. If, on the contrary, this term sounds familiar to you, we encourage you to stay and learn more.
what is geomarketing?
Geomarketing is a strategy within digital marketing that consists of analysing the interests, needs and consumption patterns of the public depending on their geographical location, i.e. this type of technique is based on the use of geolocation data, so your actions are developed according to the place where your audience is located.
Geomarketing allows you to analyse the situation of your company, brand or business through the location of your customers. In this way, a company can better know its target audience because it knows the necessary information to reach them, and it also allows more effective campaigns.
This strategy is possible thanks to new technologies, such as mobile devices and social networks, although there are more tools, these two are the most common. They provide information about the geographical location where people are, and therefore, know where your audience is.
Including a geomarketing strategy within a company is valuable for a company, since it allows to collect information and details about the users of a certain area, region, country, etc. If you know the behaviour and needs of customers in the area where you want to open your business, the chances of being successful increase.
Types of geomarketing
Here is a list of the different types of geomarketing that exist:
- Regional. Audience analysis includes a country or area that has a similar market.
- state, country or city: People in the different areas that make up a country, city, region or state are analysed.
- Local: The analysis of this audience focuses on a smaller area, such as a specific city.
- micro-local: This analyses the audience of a much smaller area, such as a neighbourhood or a specific area within a city.
- nano marketing: In this type of geomarketing, the behaviour of the audience is analysed in a specific space, for example in a shopping centre.
Advantages of geomarketing
The vast majority of new digital marketing trends and strategies have numerous advantages for businesses, since they are born to grow opportunities. Geomarketing is one of the techniques that is growing rapidly within marketing plans, and it is no wonder. Here is a list of its main benefits:
- knowing where the audience that can or is interested in your company, brand, product or service is located.
- optimisation of investments in digital marketing actions, as you know where to target.
- greater knowledge of the markets
- identify the best points of sale, in case you want to open physical spaces.
- analyse audience behaviours
- identify audience needs
- focus on geographic locations where you are going to be successful
- know where the competition is
Types of customers that exist within geomarketing
The location of people has become a fundamental part for many brands, as it allows them to plan and implement different campaigns more efficiently.
There are three types of customer within the geomarketing strategy:
- local customers: Used to reach a nearby audience, these are customers who go to a physical shop, so their data is not collected through a website. Imagine you have a furniture shop in a neighbourhood, you can send advertising to people living in the area to promote your new collection, offers, etc.
- internet customers: The geographic location is given by a customer through a computer (IP address). Company websites collect information about the origin of the users that come to it, such as language, from which type of device they arrive, from which country, etc. By knowing this data you can segment the audience and create effective campaigns. If the majority of users come from one country, create strategies that focus on that audience.
- mobile customers: When a user makes use of certain mobile applications, such as Google maps or social networks, they are the ones who share their location, so a company can take advantage and send special discounts at that moment.
As you have read throughout this post, geomarketing is a useful tool to know the geographic data of where the audience is located. The market is becoming increasingly competitive, so it is necessary to know the target audience very well, know their needs and doubts to address them and make your business successful.
This strategy also allows you to analyse the market, to know your competitors, to better plan the different actions and to achieve the objectives set.