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There are so many uninformed posts confusing Geolocation with Geomarketing that we even published a post about it, What is not Geomarketing.
Location features, especially those from cell phones, are always exciting because of their contextual power, after all, every brand wants to impact the target audience at the right time in their journey.
While Geomarketing, despite its name, is an area of in-depth study about the profile of a region, its population and type of economic activity, Geolocation resources are a means of delivering a message.
Something like Geomarketing thinking about strategy and location as a tactical route.
Geolocation features include:
Geofencing - directing messages to audiences when they are inside an area on a map
O Burger King made radical use of this feature by impacting people inside the McDonald's store and offer your Whopper sandwich for just 1 cent.
GeoIP - message routing according to the accessing IP address
For example, a company can change its message depending on the city of origin of the access:
“Visit our store in [IP-recognized city]” or “We don't offer coverage in your region yet”
Geotargeting - targeting messages to audiences that have passed through that area
Those who have used the dating apps Tinder and Happn may have noticed the difference in Geolocation criteria between them.
On Tinder, the criteria are more comprehensive, presenting profiles that, at some point, have been within the radius defined by the user.
People like this roasted up to 5 km away.
But this area keeps track of its displacement, and the point of intersection between the rays may have occurred at different times.
Someone was in the city center this morning and your Match at the same place, but at night, both were “marked” by this nearby location at different times and Tinder associates them.
Happn, on the other hand, has a stricter criterion, the association is based on super proximity, something around 250 meters in radius, at the same time.
That is to say, the profiles were really close on some occasion.
For security reasons, Happn only informs you of the association moments later.
The result of this additional criterion is that the Happn membership brings more context.
“We were at the same Coldplay show”
While on Tinder, people were close to the same stadium, however one went to watch soccer and the other person went to the show.
Let's say that Happn's geolocated Cupid tries to unite soul mates, while the Tinder one focuses on the convenience of finding someone who is nearby.
Without judging the value of the approaches, here are two cases of Geotargeting that are very common in everyday life.
How can these resources be associated with Geomarketing?
Some quick cases:
- The newly opened store sends messages to those who pass by.
- Store aware that there is a flow of people passing by its “brand” location who stop by to send messages inviting them to visit.
- Ecommerce site with good prices targets ads to those who visited a physical store in the same segment.
- Financial institution campaigns about real estate loans and “marks” people who passed by the billboards to check if they went to a branch.
- The cosmetics chain campaigns online and “brands” those who saw the advertisements and then compare them with visits to the stores.
- Consumer goods industry launches new moisturizer and targets campaigns to neighborhoods where there is a high concentration of target profiles.
Incredible applications, full of potential and ready to dominate the campaign scene.
The barriers between online and offline advertising have fallen.
In partnership with Hypr we are promoting a challenge to find young advertising talents who will transform the market with these resources.
Take part in Young Geomarketers to Watch.
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