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According to Statista, there were 4.66 billion active internet users in 2021, and 4.32 billion of them accessed it through their mobile devices. With each new application or website, promoting products to consumers around the world was no longer an impossible mission, but the need for more optimal content became apparent as the audience grew.
Optimized content is the type of content with a personalized approach, which matches the preferences of specific groups. One way to collect the data needed for personalized content and advertisements is through the use of data companies, which collect a plethora of information about consumer demographics and psychographics while creating profiles of buyer personas. Consumer psychography offers valuable insight into people’s interests, behaviors, activities, and opinions.
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A very effective way to create personalized content and advertisements is to target potential customers based on their location. An imperative element is the message, which must be adapted to the behavior of the people in the place of interest. This tool allows marketers or advertisers to create personalized content and advertisements with high conversion rates. This can be as simple as showing a different language version of an ad to someone in France versus someone in the United States, or it can take into account more complex data such as various locations that a person can patronize and web browser history.
The core idea of geo-targeting is getting the “right message at the right time” to the right people. This is possible by capturing the IP address of people’s devices from a specific location or people who have shown interest in that location for some reason. Once a platform or application determines a user’s location through their IP address, Wi-Fi or Global Positioning System, this information is recorded on servers and provided to adjust the type of content that the user sees. For example, companies like Google and Facebook recognize your phone’s location and send pop-up notifications and emails promoting physical stores around that location.
Thanks to social media, location targeting is now more accessible than ever. Not only is it useful for local businesses, but large organizations can also put it to good use for regional campaigns to attract and connect with prospects and existing customers. Location-based content creation is considered cost-effective with a higher ROI than a generic campaign, which won’t focus on a specific area, especially for local businesses with a physical presence.
If you run a business that exclusively caters to customers in one area, it would be helpful if you knew what type of people live nearby and what languages they speak so that your marketing materials are as relevant to them as possible.
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Location targeting can help businesses grow by reaching out to customers in their area, driving more sales and increasing profit margins. IP exclusion ensures that people working for the competitor have no chance of seeing your advertisements, and at the same time geo-targeting allows you to promote your content to consumers in that area. This type of strategy is recommended for companies in highly competitive sectors.
Becoming the reference is particularly vital for local businesses, political parties and real estate companies. Politicians can approach voters in specific areas of the city with personalized messages while real estate agents can boost their brand authority through location-based ads.
There are many similar city names or the same city names in different states or countries, and this is a very common mistake to ignore. For example, if you run a campaign for a local business in Greece while you’re based in New York and you don’t create your Google listings in the correct format, the results will include businesses in the United States, and that lack of relevance will cost you customers. . Keeping in mind where your target audience is will ensure an optimized paid search campaign, resulting in low advertising costs and high ROI.
If a business has a few locations nearby, segmentation will be more effective if based on product or services. If there is a geo-targeting campaign for each of these placements, it is very likely to create overlaps and you will spend more money than necessary. In the event segmentation by product or service is not an option, A/B testing can avoid errors as long as keywords and placements are chosen carefully.
Make the switch language icon on your website easy to find or match the entire page to the visitor’s language. Whether the switch includes the entire page or just a few click-to-action buttons, this test will allow you to measure effectiveness. Major brands such as Coca-Cola and Samsung make their websites user-friendly worldwide with this feature.
An inclusion of your target audience’s currency will likely increase your sales conversions and attract more customers from the same geographic location. A successful example is the case of Etsy, which adapts the currency to the location of each visitor thanks to geo-targeting.
Geo-targeting campaigns will allow you to try out different campaigns and test their performance. Keep in mind that small details, such as customs, culture, and correct translation, matter.
Finally, visual elements inform and complete the message. Personalized campaign design can make a huge difference in how the brand is perceived by different people.
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