How to choose the right geotargeting strategy
Near 50% of consumers expect brands to instantly personalize their messages, which means tools like geotargeting, which improve the effectiveness and relevance of campaigns with performance twice above the industry average, have taken on new importance for marketers.
The range of geolocation options available has therefore rapidly expanded, creating a new challenge for marketers: choosing the right strategy to ensure their geotargeting is successful. So here is a reference guide to best practices and key techniques available to them:
Option 1: IP targeting
Based solely on the user’s IP address, this method identifies the user’s location at the postcode level by locating their access point to the public Internet network, as well as their Internet service provider (ISP). It does not identify individuals, reducing user membership and privacy concerns. By improving the user experience, as well as the efficiency of campaign execution across mobile and desktop devices, IP targeting is the number 1 geotargeting option.
Option 2: User supplied location
This approach relies on information provided by the consumer through web registration forms and drop-down options, for example. The information obtained is often limited and inaccurate, as many users are reluctant to share their location or provide incorrect data to protect their privacy or when connecting to networks they do not fully trust.
Option 3: Cookies
Cookies allow marketers to store the location of Internet users when using geolocation techniques to use the information obtained for targeting future campaigns. Despite their versatility, cookies can turn out to be inaccurate when the user visits the same site from different locations and websites are now required by law to inform internet users of their use, which damages their reputation. .
Option 4: Wi-Fi triangulation
Primarily used for geotargeting of mobile devices, this approach relies on location information generated by proximity wireless access points. Although it requires consumer buy-in, the reliability of WiFi triangulation surpasses that of triangulation of cell phone towers, sometimes in areas inaccessible to GPS. However, frequent changes of access point signals can make it difficult to maintain accurate information.
Option 5: Geo-Positioning by Satellite (GPS)
GPS is the most accurate geotargeting method for mobile devices. However, this technology requires the user’s consent. It cannot be used with desktops and comes with multiple privacy concerns.
Option 6: Location-based proximity networks
These networks provide a high level of accuracy and allow marketers to send specific promotional offers directly to consumers’ mobile devices as they pass by stores. Despite a personalized and interactive experience, user acceptance rates remain generally low.
Option 7: Location solutions as a service (LAAS)
These cloud-based services collect telephone numbers and telephone base stations from mobile operator networks. Despite the granular nature of the information obtained, its assembly across the user base can be slow and, again, requires buy-in from users, resulting in potentially incomplete data.
Ultimately, the most effective method will depend on the goals of the business. Marketers will therefore need to choose a strategy that carefully aligns the most relevant geotargeting approaches with their specific goals, using a range of techniques to achieve the ideal mix. Using IP geotargeting as a starting point, they will ensure they get the optimal representation of user connectivity, as well as the best possible basis for a powerful geotargeted campaign.
Elena Vega is Director of Development for Southern Europe at Digital Element.
With over ten years of experience in online advertising and online / offline marketing, Elena Vega is Digital Element’s Development Director for Southern Europe. Before joining Digital Element, she lived for five years in Madrid, where she initially held the position of commercial director of the ad pepper media Spain network for performance advertising campaigns, before taking the head of the sales team. Elena Vega also studied, lived and worked for almost nine years in the UK, where she was Project Coordinator for the Online and Offline Marketing Services of Capital One Bank, Nottingham. Of Spanish nationality and holder of a master’s degree in marketing and business management, she is bilingual in Spanish / English and speaks Italian.