Arguably the most important part about building a brand is knowing your audience. By understanding who you are marketing to, you can make sure that your advertisements are actually reaching the people who care about your brand. Many marketing officials will try to reach out to their target audience by using physical advertisements in many cities, but in recent years the rise of digital marketing has ignited a worldwide phenomenon.
By using data gathered from social media and websites geared towards specific topics, advertisers can now market their content specifically to people who are already interested in the topics their brand addresses. This has slowly become the new standard for the industry, with many companies partnering with YouTube stars, social media networks and other online outlets to increase the impact of their message.
Instead of funneling money into physical marketing campaigns, advertisers are instead putting most of their budgets into online campaigns. Online campaigns are also more effective for getting accurate results as you can monitor not only how many people interact with your content, but also see how they interacted with it.
Online Marketing Campaigns Require Nuance
However, simply putting your money into online advertisements is no longer the most effective way to properly market your product to a lot of people. Instead of solely focusing on online markets, you also need to be considerate of which geographic markets you’re targeting. This type of marketing is referred to as geotargeting and is very effective for companies that are trying to push specific brands that have specific relevancies to certain areas.
For example, if you are a brand that is having an event in a particular city, you can use geotargeting to specifically market the advertisements to people who live in that city or are within a certain geographic radius. Many social media websites (such as Instagram or Facebook) already have built-in features to help you target your ads based on geographic location.
Geography-Based Marketing Can Push Products to People Who Need Them
If you are a store that has recently opened up international locations, using location-based marketing can also be a good way to get people to learn about your product. Though they may have never heard of you before, they now know that they can find your product at one of the new and local stores.
Another way to effectively use geographic marketing is to show advertisements to specific areas that might need a certain product more than other people. For example, if you are selling gardening equipment, it might be wise to target rural areas that statistically will have larger farmer populations. After all, what would people in metropolitan areas need those types of tools?
Perfect for Those in the Travel Industry
Geography-based marketing can also be very useful for brands that work in the travel industry. If you are trying to advertise certain deals that your company has for traveling to the United States, why would you show them in the U.S.? Targeting your advertisements to individuals from countries outside of the U.S. will greatly increase the engagement that they have with your brand.
People Still Prefer Physical Locations
Though online shops are rising in popularity, research still shows that a majority of people still prefer traditional physical locations. For this reason, it makes more sense to target locations where there are actual brick-and-mortar stores. If you do this, you’ll be able to drive up the sales of your products at physical locations. Because people will see your ads for locations that are nearby, they will feel a positive amount of pressure to actually visit those venues on their own.
The Benefits Outweigh the Detriments
It’s worth noting, though that there are some holes in location-based targeting. For example, with the recent growth in popularity of Virtual Private Networks (VPNs), many people who appear as being in certain parts of the world might not actually live there. For those who are not already familiar with VPNs, they are programs specifically designed to obscure one’s IP address.
When your computer connects to a network, it establishes a single connection that is often not secured. Because of the potential for hackers to infiltrate a network, VPNs send out an unlimited amount of connections in a variety of directions to make it possible for consumers to change their location and have nobody be able to decipher their IP address.
However, the presence of VPNs does not make geography-based marketing ineffective. In fact, geography-based marketing is still one of the most effective ways to customize online advertisements.
At the end of the day, location-based marketing is an incredibly efficient way to use your company’s marketing resources. It not only helps you figure out who your target audience is, but also to provide location-specific advertisements to people who truly need them. However, like all types of marketing, simply putting your money into it is not an effective way to maximize your profits.
By understanding geography-based marketing and how it works, you can not only increase the engagement that consumers have with your brand, but also your overall sales. We hope that this guide has been helpful so that the next time you’re considering a new way to market your brand, you know exactly where to start!