Geo targeting

Synonyms: Geotargeting, Geo-targeting, Geomarketing, Geofencing

Geotargeting is the targeting of individuals according to their geographic location as determined by their internet protocol (IP) address.  Campaigns are personalized according to location, if other data (either demographic data or psychographic data) is held on the individual then this can also be used in combination with geographic data to further increase personalization.  Geographic data can be used can also be used to target individuals that enter a specific locality, for example a visitor enters into the vicinity of a specific shop, or drives through a specific town.   This is great tool for venues catering for the specific needs of visitors, at a trade show for example, communicating event based information.  Geotargeting enables the isolation of  communication to areas where service is needed (Geofencing).

In the same way, Geotargeting enables mobile ad targeting and digital billboards to areas where stores are located, increasing the likelihood of conversion and cutting un-necessary ad spend. Combining data for targeting  is powerful, for example a car rental company can combine location from a non New York based search in combination with Google search history of sight seeing related searches or places to eat in New York to target a likely New York visitor.  The use of geotargeting is strictly managed through regulation like GDPR, with some countries more heavily regulated than others.   In Germany for example, pinpoint targeting is not allowed.

Geotargeting empowers website owners to use their own website to retarget users with different offers according to their location.  For example if in the country of website origin free shipping might be more cost effective than offering it in countries where postage is more expensive.  Another example would be to only target locations where a specific types of sport are popular in order to sell sporting goods for that sport.  OptiMonk provides the means to implement such targeting.