What is Geo-Marketing? · What is Geo-Marketing? T ain i in oatin i to ia contnt to t tat ant to ti...
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GEO-MARKETING & WHY IT MATTERS Location, Location, Location. What is Geo-Marketing? The main premise behind geo-marketing is to display content to the user that’s relevant to their location. Some common examples are below. HOMEPAGE USER Chinese language optimized homepage English language optimized homepage Hello Language-sensitive website WEBSITE Users from English-speaking countries Users from Chinese-speaking countries A common example of geo-marketing is to detect the country of origin and display a language-sensitive homepage based on that information. Language-Sensitive Homepages TARGETED AD USER Targeted Regional Ad - Search for “Pizza” Targeted Regional Ad - Search for “Pizza” Gino’s Pizzeria Brooklyn, NY Google Adwords AD NETWORK Users from Brooklyn, NY Users from San Francisco, CA. Another example of geo-marketing is to serve ads based on the user’s location. Google, Bing and most display networks support geo-marketing. Hyper-Local Ad-Serving Uncle Vito’s Pizza San Francisco, CA SOCIAL MEDIA FOLLOWERS Dunkin Donuts in Brooklyn, NY LOCAL BUSINESS Users who have “checked in” at the Dunkin Donuts in Brooklyn, NY, using Foursquare. Another example of geo-marketing is how small shop owners (local coffee shops, for example) leverage social media. Typically, these businesses have gathered social media followers who are in close proximity to the physical location of the business. This allows the business to send highly-targeted special offerings, sales, and events, etc. Hyper-Local Social Media SOCIAL MEDIA UPDATES $1 off coupon for those who have “checked in” at the Dunkin Donuts in Brooklyn, NY, using Foursquare. Geo-Marketing by the Numbers The practice of geo-marketing is becoming easier and more widespread— partially due to the rise of location-aware hardware and software. A test conducted by one company suggested that hyper-local CTR was 30% higher than CTR for traditional search engine marketing (SEM). Further the Cost per Click (CPC) for that hyper-local segment was only 15% that of SEM. Additionally, impression volume for hyper-local was 17x the impression volume for SEM. of smartphone users “frequently” use apps that require them to give their location (2010). 63% Local online advertising expected to grow 255% to $35B by 2014 (U.S.) $10B $20B $30B $40B 2010 2011 2012 2013 2014 $13.7B $16.1B $35B The Benefits of Geo-Marketing Not only is geo-marketing becoming more popular—studies are finding that it’s also cheaper and more effective than other forms of marketing. of U.S. marketing agencies had clients requesting geographically targeted online ad campaigns (2011). 90% of companies are focusing on geographical context for their mobile marketing tactics (2011). 65% Let’s talk: +1 (888) 767-5477 KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Try KISSmetrics for FREE: kissmetrics.com/signup PEOPLE PAY YOU. NOT PAGEVIEWS. Special thanks to @emarketer , @visionwiz, @BFMweb, @mint_social, @streetfightmag, and @iab KISSmetrics can help you monitor geo-targeted conversion tests. Give us a try! of the visitors to Google Maps only do business with the top 3 results. 50% Extreme Pizza Una Pizza Napoletana Patxi’s Chicago Pizza Pauline’s Pizza Uncle Vito’s Pizza Be sure to optimize your business directory listings. of advertising professionals say that geo-targeted ads deliver a stronger ROI than other buys (2011). 60% Hyper-local marketing is cheaper, more effective than SEM (2011). SEM Hyper-local SEM Hyper-local SEM Hyper-local CTR CPC Impression Volume ocation, location, location.” It’s perhaps one of the most commonly recited marketing tenets. Traditionally, the phrase has been taken to mean that your business must be in the correct location, geographically, to be successful. As the world changes and as new technology emerges, the phrase seems to have taken on new meaning. Whether you have a retail location or not, you need to pay attention to the location of the consumer, and tailor your marketing message accordingly. This infographic briefly explores geo-marketing, why it matters, and how it can be used to grow your business. L “ In June 2011, AT&T created a “geo-fence” network around participating retail locations to send location-specific messages (deals, coupons, etc.) whenever a subscriber came near. After the program ended, it was determined that there was a 25% purchase conversion on some of the offers. AT&T’s ShopAlerts Retail Location The AT&T “ShopAlerts” Geo-Fence ShopAlert Subscriber Subscribers get messages relevant to their location
Transcript of What is Geo-Marketing? · What is Geo-Marketing? T ain i in oatin i to ia contnt to t tat ant to ti...
Geo -marketinG &Why it mat ters
Location,Location,
Location.
What is Geo-Marketing?The main premise behind geo-marketing is to display content to the user
that’s relevant to their location. Some common examples are below.
Homepageuser
Chinese languageoptimized homepage
English languageoptimized homepage
Hello
Language-sensitivewebsite
website
Users fromEnglish-speaking countries
Users fromChinese-speaking countries
A common example of geo-marketing is to detect the country of origin and
display a language-sensitive homepage based on that information.
Language-Sensitive Homepages
targeted aduser
Targeted Regional Ad -Search for “Pizza”
Targeted Regional Ad -Search for “Pizza”
Gino’s PizzeriaBrooklyn, NY
Google Adwords
ad network
Users fromBrooklyn, NY
Users from San Francisco, CA.
Another example of geo-marketing is to serve ads based on the user’s location.
Google, Bing and most display networks support geo-marketing.
Hyper-Local Ad-Serving
Uncle Vito’s PizzaSan Francisco, CA
social media followers
Dunkin Donuts inBrooklyn, NY
local business
Users who have “checked in” at the Dunkin Donuts in Brooklyn,
NY, using Foursquare.
Another example of geo-marketing is how small shop owners (local coffee shops, for
example) leverage social media. Typically, these businesses have gathered social media
followers who are in close proximity to the physical location of the business. This
allows the business to send highly-targeted special offerings, sales, and events, etc.
Hyper-Local Social Media
social media updates
$1 off coupon for those who have “checked in” at the Dunkin Donuts in
Brooklyn, NY, using Foursquare.
Geo-Marketing by the NumbersThe practice of geo-marketing is becoming easier and more widespread—
partially due to the rise of location-aware hardware and software.
A test conducted by one company suggested that hyper-local CTR was 30% higher
than CTR for traditional search engine marketing (SEM). Further the Cost per
Click (CPC) for that hyper-local segment was only 15% that of SEM. Additionally,
impression volume for hyper-local was 17x the impression volume for SEM.
of smartphone users “frequently” use apps that require them to give their location (2010).63%
Local online advertising expected to grow 255% to $35b by 2014 (U.S.)
$10B
$20B
$30B
$40B
2010 2011 2012 2013 2014
$13.7b$16.1b
$35b
The benefits of Geo-MarketingNot only is geo-marketing becoming more popular—studies are finding that
it’s also cheaper and more effective than other forms of marketing.
of U.S. marketing agencies had clients requesting geographically targeted online ad campaigns (2011).90%
of companies are focusing on geographical context for their mobile marketing tactics (2011).65%
Let’s talk: +1 (888) 767-5477
KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Try KISSmetrics for FREE: kissmetrics.com/signup
PeoPle Pay you. Not Pageviews.
Special thanks to @emarketer, @visionwiz, @bFMweb, @mint_social, @streetfightmag, and @iab
KISSmetrics can help you monitorgeo-targeted conversion tests. Give us a try!
of the visitors to Google Maps only do business with the top 3 results.50%
Extreme Pizza Una Pizza NapoletanaPatxi’s Chicago PizzaPauline’s PizzaUncle Vito’s Pizza
Be sure to optimize yourbusiness directory listings.
of advertising professionals say that geo-targeted ads deliver a stronger ROI than other buys (2011).60%
Hyper-local marketing is cheaper, more effective than SEM (2011).
SEM Hyper-local SEM Hyper-local SEM Hyper-local
CTR CPC Impression Volume
ocation, location, location.” It’s perhaps one of the most
commonly recited marketing tenets. Traditionally, the
phrase has been taken to mean that your business must be
in the correct location, geographically, to be successful.
As the world changes and as new technology emerges, the phrase
seems to have taken on new meaning. Whether you have a retail
location or not, you need to pay attention to the location of the
consumer, and tailor your marketing message accordingly. This
infographic briefly explores geo-marketing, why it matters, and how
it can be used to grow your business.
L“
In June 2011, AT&T created a “geo-fence” network around participating retail
locations to send location-specific messages (deals, coupons, etc.) whenever
a subscriber came near. After the program ended, it was determined that
there was a 25% purchase conversion on some of the offers.
AT&T’s ShopAlerts
Retail Location
TheAT&T “ShopAlerts”
Geo-Fence
ShopAlert Subscriber
Subscribers get messages relevant to their location
