What is geo-targeting?
In general, the term describes all methods that advertisers can use to localise customers. The aim here is to find out the location and environment of leads or future buyers. Based on this information, subsequent advertising measures can be designed with a local or regional character, which creates greater proximity to the customer.
This approach is especially essential in international marketing. Targeting makes it possible to determine the preferred language of individual users in order to use this for the website or in newsletters. The same applies to the legal framework around one’s own offer in order to be able to advertise it adequately.
Technically, geographic targeting is easiest with mobile users. Here, many apps ask for permission to record the location of the user or site visitor. Once collected, all core information for future marketing actions can be derived from this.
What aspects of the location can be usefully exploited?
- Multilingualism: Users can be addressed in their individually preferred language. For example, a website visitor from Belgium might prefer Dutch, French or German. Targeting can increase the likelihood of switching to the most likely language offer.
- Payment methods: Depending on the nation, users prefer different types of payment methods. This is especially true for digital wallets or services like PayPal. Through targeting, preferred payment methods or those permitted in the respective nation can be displayed.
- Regional offers: Depending on the product or service, a regional character is important in the offer. This can be tailored exactly to the respective customer, provided that the user’s region is known.
- Copyright protection: Especially in the area of media, geographical coverage is important for usage and copyright rights. This is known from US film platforms or the public broadcasters from Germany who want to restrict their media offerings to individual countries or regions.
- Location services: Whether special discounts, special offers or highlights on a public holiday – various promotions can only work regionally. Advertising correctly here saves you from the disappointment of a false advertisement.
Advantages of GeoTargeting in the profile
- Increasing the usability of the website or app by offering users directly suitable content in the familiar language with content appropriate to the region.
- Generate greater trust through the perceived closeness created by a regional offer. This significantly increases loyalty to the company or brand.
- Your company ensures that it complies with the legal requirements of other nations and, conversely, ensures that there is no unwanted use from abroad.
- Use the methods as part of international search engine optimisation (SEO) and increase the chances of getting top rankings on Google even for international listings.
For which target group is the approach worthwhile?
The GeoTargeting approach offers advantages for international web offers as well as companies that rely on regional promotions and offers within Switzerland. Online marketing with a regional approach should justify the extra effort.
In addition to classic marketing, lead generation can also be in the foreground. The following example of scratch cards shows what is possible and how prospective customers are happy to leave their location or other user data with the right incentive. Here, the promotional approach pays off indirectly if leads become customers through further efforts.
GeoTargeting using the example of scratch cards
Especially for lead generation, lottery tickets are excellent, as the name and address are left voluntarily by the user.
As a marketing measure, the focus is on one or more prizes that can be won via scratch cards. Here it is important to correctly assess the tastes of your target group and to plan carefully what kind of prizes will actively encourage participation. ONELINE, with its many years of experience, will be happy to advise you on what could work for your lottery campaign.
How does targeting via lots work?
In our scratch card campaigns, ONELINE usually plans with a main prize as well as small instant prizes that can be won directly at your locations or in your branches. For example, the tickets are handed out directly at the checkout when you make a purchase. Each ticket has a clearly assignable code. You therefore know in which regional branch you are handing out which raffle ticket.
Once the customer has scratched the ticket free, he can claim his gift by entering his data on the Win4Win platform. This ensures active lead generation, whereby, in addition to the customer data, you also record the branch in which the customer usually shops by means of the code on the ticket.
Of course, cooperation with other companies or brands at the respective location is possible. This allows synergy effects to be exploited, as here the data collection is not limited to a single branch or shop.
Using customer data correctly for geo-targeting
Collecting site-relevant data, including the name and address of potential leads and customers, is only the first step in your marketing strategy. A wealth of customer data does not automatically ensure increased success in online marketing. This is where cooperation with an experienced marketing agency pays off.
Smart data analysis by experts helps to understand the potential of individual locations and to tailor future marketing campaigns to the preferences of the regional target group. In addition, regional participation tells you where the focus of your clientele lies. This can be considered when planning budgets and coordinating future measures.
Use scratch cards for your marketing with ONELINE
Would you like to learn more about regional lead generation, for example through an individual scratch card campaign? ONELINE will be happy to familiarise you with the individual benefits of this approach and help you determine the ideal strategy and the appropriate main prize.
In addition to a lottery campaign, there are other approaches to how regional targeting can work for your business. Whether via app or browser-based, as a web and advertising agency ONELINE is familiar with many successful approaches and methods. See for yourself and give your marketing a regional flair!
