Geomarketing and location marketing: attracting customers using geolocation data

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    Geomarketing is becoming an increasingly important tool for attracting customers and optimizing business processes. In this article we will look at what geomarketing is, what its advantages are, the main tools, methods of collecting and analyzing geodata, and also consider successful cases and methods of application in online and offline business.

    What is geomarketing?

    Geomarketing is a marketing strategy based on the use of geolocation data to analyze and optimize business processes. With the help of geomarketing, companies can more effectively attract customers, determine the optimal location for their points of sale, create geo-targeted advertising campaigns, and much more.

    Benefits of Using Geomarketing

    1. Better understanding of the target audience

    Geodata allows you to more accurately determine where your potential customers are and what interests they have. This helps create personalized marketing content.

    1. Business location optimization

    Geomarketing allows you to analyze data on the location of competitors and customers, which helps you choose the optimal location to open a new store or office.

    1. Effective geo-targeted advertising

    Using geodata, you can create advertising campaigns that will reach only those users who are located in a certain geographic area. This reduces distraction and increases conversion.

    1. Service improvement and content localization

    Thanks to location data, companies can provide customers with personalized content and services and tailor their product to local conditions.

    Basic geomarketing tools

    GIS technologies

    Geographic information systems (GIS) are a set of software and hardware designed to collect, store, analyze and visualize geographic data. The main goal of geomarketing research is to use GIS technologies to analyze data and optimize the location of objects, as well as for more informed decision-making in this area. Such systems integrate information about location, geographic features and attributes, providing companies with the ability to optimize the location of their assets, analyze the market, manage resources and much more.

    Social networks, contextual advertising and geotargeting

    Social media, contextual advertising and geo-targeting are the forces combined for an effective marketing strategy. Social media allows companies to collect information about users’ location and provide them with relevant advertising based on their current location. Geotargeting, in turn, allows you to customize advertising messages so that they reach exactly those who are located in a specific geographic area. This leads to more accurate and effective marketing communications, which in turn can increase conversions and the success of marketing campaigns.

    How to collect geodata?

    Geodata sources

    Geodata can be collected from a variety of sources, providing companies with a rich set of information about the location and activities of users. The main sources of geodata are:

    1. GPS Navigation: Mobile devices such as smartphones and navigation systems are equipped with GPS chips that continuously track and record the device’s location
    2. Mobile Apps: Many mobile apps request access to geolocation data, which allows the apps to obtain information about the user’s location.
    3. Sensors: External sensors installed in city infrastructure or on vehicles can collect traffic and environmental data.
    4. Social media: Social platforms collect user location data based on the information users share on their profiles and posts.
    5. Publicly available data: There are many publicly available geodata sources, such as government cadastres, transport data, population information and others.

    Data Collection Techniques

    Geodata collection techniques are a variety of methods used to obtain information about the location of objects and users. One of the most common techniques is the use of GPS (global positioning system), which allows the precise location of a device to be determined in real time using satellite signals.

    Another common technique is data collection through mobile networks, where cellular operators can provide subscriber location information based on cell tower data. For example, this service is provided by Kyivstar in Ukraine. This list may also include Wi-Fi and Bluetooth locks, as well as applications on the phone such as an accelerometer or gyroscope. Geomarketing data research allows you to effectively use the collected geodata for analysis and strategic decision-making in business.

    Analysis of geodata to solve business problems


    Geoanalytics is the process of analyzing geodata to identify patterns, trends, and important insights that can be useful to a business. This field involves the application of statistical methods, machine learning, and geographic information systems (GIS) to solve business problems. Geoanalytics helps companies optimize resource allocation, predict demand, improve logistics and marketing strategies based on spatial data.

    Examples of successful cases

    The use of geomarketing and geoanalytics can lead to impressive results. These cases span a variety of industries, including retail, restaurants, logistics and more, and demonstrate how geomarketing can improve business efficiency and profitability.

    How to choose the right location for your store

    The first step is to determine the target audience and its characteristics, such as age, interests, purchasing power. Then you need to study competitors and analyze their location, pricing policy and product range.

    Another important aspect is the analysis of geodata, including data on the flow of customers in the location in question, transport accessibility, proximity to residential areas and office complexes, as well as the level of competition in the area. Factors such as availability of parking and public transportation also play an important role.

    After collecting and analyzing all the necessary data, a business can decide on the best location for its store. It is important to remember that choosing a location can greatly influence the success of a business, so this process requires careful research and a professional approach.

    Geomarketing in online business

    Geo-targeted advertising

    Geo-targeted advertising is a marketing strategy in which advertising messages and offers are created and delivered to potential customers based on their current location. This technique uses geodata, such as GPS coordinates or information about nearby Wi-Fi networks, to determine the location of users. Advertising messages can then be tailored to only reach those in a specific geographic area. Geo-targeted advertising increases ad relevance and increases the likelihood of conversion by suggesting products and services available directly near the user.

    Content localization

    Content localization is the process of adapting information and materials to a specific regional or local context. This includes translating texts into the local language, as well as taking into account the cultural, geographical and sociocultural characteristics of the audience; we discussed this issue in more detail in the article: “Localization: choosing languages for website translation.” In geomarketing, content localization allows companies to create personalized messages and advertising materials based on local preferences and needs. This helps improve audience interaction and increase the effectiveness of marketing campaigns.

    Geomarketing and location marketing are becoming an integral part of modern marketing strategies. Using location data helps companies streamline their operations, improve customer service, and achieve greater efficiency in their marketing efforts. With the increasing availability of data and advancements in technology, geomarketing will continue to evolve and remain an important tool for achieving business goals.

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