What is Geo-Targeting?
Geo-Targeting is a standard practice that entails targeting visitors online with content based on where they are located. Companies can use Geo Targeting for both offsite marketing and an improved offline experience.
Can Geo-Targeting be avoided by users?
Geo-Targeting is accomplished through IP spidering, which maps the location of a visitor’s internet protocol address. But some computer users will use proxy servers or VPNs (virtual private network) to escape this tracking.
Who benefits from Geo-Targeting?
The geo-targeting services offered by onsite providers are mostly used by online fashion retailers who offer their merchandise across different states, countries and climates. On the other hand, content providers such as Hulu and Amazon require viewers to be based in a specific location before they can access any of their videos or buy anything from Amazon. Telco and Insurance companies
Moreover, companies that provide local services also find benefits in targeting only local users.
Retailers can use geo-targeting as a way to promote different products in certain areas, like for those that live at ski resorts and those who live in tropical climates.
To expand their reach, online retailers often target customers based on location. For example, an online retailer might make the “shop now” button a daily deal that is only available to visitors living in a certain city or state.
There are also companies who offer brick and mortar stores targeted ads for customers with their mobile phone’s location services.