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GeoMarketing | An Introduction
1.
2. WHAT IS GEO-MARKETING?
• Location-based marketing that incorporates geo-
fencing & RFID/GIS/GPS mobile device data to
market to customers within a specified radius in
real-time
• Geo-marketing uses predictive analytics: Where
do customers go? How often do they visit certain
stores?
3. HOW DOES GEO-MARKETING WORK?
Mobile device GPS/GIS technology tracks current location of customer
and combines it with online customer data to provide context:
location, search queries, behavior and demographics.
Uses Big Data:
• Analyze historical customer behavior
• Track current customer location
• Predictive analytics to determine future consumer behavior
• Allows businesses to visualize data on a map
4. GEO-MARKETING VS TRADITIONAL MARKETING
Traditional Marketing Geo Marketing
Scheduled & Limited
Communication
Ongoing Real Time
Communication
Customized To Product Personalized To Customer
Passive Engaging & Interactive
Content
General Specific
Stagnant Progressive
Intrusive Privacy Concerns/
Invasive
5. GEO-MARKETING FOR BUSINESS
• Deliver real-time coupons and specials to
interested customers who are in the vicinity of
your store.
• Real-time implies that ads are delivered in an
instant, when customer is currently in or near
your store’s set radius.
• Use data to determine new store locations
based on high density customer traffic &
behavior.
• Set up geo-fencing near competitors to target
customers
• Remind customers of appointments, pickups,
etc when they are in the vicinity of store.
Google Ads also target customers based on search patterns/queries, however marketing is not real time
Traditional marketing targets a wider funnel, whereas
Digital marketing such as Google Adwords targets based on search queries and patterns.
Digital: Tailored toward customer based on contextual data: interest, behavior, demographics -based targeting Customer centric, Flexible ( easy to update ad), Engaging. Traditional: Product centric, Stagnant (Once ad is produced, you cannot make changes), non-interactive
More Uses of geofencing in a non-marketing context: http://cdn2.hubspot.net/hubfs/2080894/0516_Geofencing_Infographic.png
Example: A Customer has been visiting clothing stores the previous week. He is looking for a particular brand and style of shirt. Your store happens to sell that brand and style. When the customer walks by your store, his phone will receive an ad tailored to his search query- “Blue Cashmere Sweater 15% OFF”