In general terms, geolocation involves extracting and leveraging your geographic location from information provided by any technological device. This includes everything from your mobile device to your car to the smart TV in your living room. Any device with a built-in GPS!
The signal obtained is very precise, so the assessment of your geolocation is quite accurate. Once this is explained, you should continue to ask yourself: “How did I experience geolocation?” Well, through remote-controlled advertisements.
Essentially, marketing consultancies and companies leverage the benefits of geolocation to target people with ads based on their specific location! That’s why you often see ads on your smartphone for businesses in your area. Are we right?
This way, suggestions announced to the public are more likely to be positively addressed. It also combines other marketing strategies that allow you to understand the public’s interests and offer them solutions right around the corner. Technology at the service of people!
How does geolocation work?
The working principle of geolocation is very simple: a user’s exact location is extracted and advertisements for premises or businesses near them are offered .
What are the sources of information? Devices that share data in GPS or GSM formats, as well as WiFi, together with apps that request permission to know the client’s location, such as Google+ Local or Foursquare. But there are many more!
Furthermore, the major internet browsers have adapted their services to the mobile capabilities of smartphones, including geolocation among their options. This feature is appreciated by commercial websites and, of course, social networks, as they provide precise location data on their customers.
This way, marketers gain insight into their target audience, opening up a world of possibilities. They can send ads via push notifications , social marketing , and many other options . The truth is, you’ll start seeing content of local interest!
It’s important to note that this content is delivered in real time, providing the user with a more personalized experience. Therefore, if you move from one community to another or emigrate to another country, your ads will adapt seamlessly!
Geolocation objectives
- When a company or personal brand takes advantage of geolocation, their first goal will be to gain presence in their area. This will make it much more likely for physical stores to make sales or provide their services.
- Another objective of geolocation is that companies can segment their customers and thereby define what type of content to send based on the area and preferred habits of a group of people.
- On a more technical note, another objective of geolocation is to obtain strategic data on people’s locations. This also provides a database of customers and competitors, as well as points of sale and areas of greater or lesser influence.
Types of geolocation
Geolocation types can be differentiated according to the data source. Below are some examples:
- Global Positioning System or GPS: This is one of the most widely used methods. It has a network of at least 30 interconnected satellites orbiting the planet Earth. The best source of all!
- IP address: Obtained by browsing the internet. It is the physical address of a technological device.
- WiFi: Works equally with IP addresses. However, devices connected to this network don’t have the same IP address, even if they’re in the same location.
- Global System for Mobile Communications, or GSM: This is a cellular telephone network that provides cell sites for locating mobile phones. Although it’s not usually entirely accurate, it does provide a radius of action where the phone is located.
- Geolocation apps: Their function is to pinpoint users’ actual location and offer services based on that location. Some of the most popular apps that use this system include Google Maps and Tinder, as well as games like Pokemon Go.
Benefits for companies
The advantages of geolocation for businesses are numerous when harmoniously combined with geomarketing . The most notable benefits are:
- It is low cost and may even be free.
- People are very receptive to local ads. It’s what they need!
- Geomarketing identifies customers and provides analytics for decision-making based on profitability and location, as well as sociodemographic data.
- The logistics function of companies is optimized… By having your customers close to you, you can more easily distribute the products you offer.
For all these reasons, geolocation is a gold mine for the marketing world . So we encourage you to incorporate it as part of your sales strategy!
