The days of blanket advertising in the hope of reaching as large an audience as possible so that a small, or even tiny, percentage of people might buy your products or services are quickly coming to an end.
That, of course, is for the physical world, while online, where the marketing dollars are increasingly being spent, it’s all about precision targeting and getting real and instant results.
The developing technologies that enable geo-targeting bring a laser-like focus to digital marketing and allow companies to individualise their campaigns to all their markets, so they have a local presence in them that serves to drastically boost their profits.
This highly localised form of targeting markets is based on a number of signals, from the IP address of a computer accessing a server to GPS, mobile and other data, such as Wi-Fi.
It’s these unique identifiers that inform server software where you are, and allow them to provide you with information relevant to the market you’re in. Every time you search for something on Google or any other search engine, for instance, that’s geo-targeting in action.
It’s incredibly effective because it gives results that users can use and business for companies in the area. You’re in London and search online for a great restaurant for an after-work party on Friday but the results page lists restaurants in New York? That’s not going to work, for any party.
Geo-targeting native campaigns
Now let’s mix geo-targeting with a method of advertising that’s really come into its own in recent times: native advertising. This online form of promotion has fast overtaken the traditional banner ad on websites as a way to attract audiences and generate new revenues, and for good reason.
People are clicking less on banner ads and paying them far less attention in general, and as a result the ad rates have been plummeting – bad for the business, bad for the publisher.
We know that, online, it’s all about the content – good content – because, after all, what do people do on the internet? They consume media, be it the printed word, pictures and other images or videos. So melding advertorial, as it was once known in the offline world, with online content has emerged as a sure-fire way for companies to engage audiences and gain additional sales. Plus, it provides marketers with more accuracy and detail in analysis and reporting.
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Like all kinds of digital marketing, you want the highest ROI as possible, and that means as few wasted clicks as possible. Just as with our search engine results for restaurants half a world away, there’s little point serving native advertising to people in markets where it’s irrelevant. It’s wasted impressions and must be eliminated.
Geo-targeting allows you to run different campaigns in different locations and vary your marketing message according to the area that you target.
67% of smartphone users want the ads displayed to them customised to their area, implying that matching the content you create for online to the visitor’s location can lead to viable business results.
You can easily achieve this by distributing your brand’s content through our native advertising platform. Content is placed within the relevant editorial sections and homepages of the UK’s most-loved publications, reaching your geo-targeted audience.