30 Sep 2022

Geomarketing: Bringing Physical Traffic Online

Mégan L'Heureux

3 min read

Geomarketing: Bringing Physical Traffic Online

Geomarketing is still relatively unknown due to its recent appearance in the digital world, but it offers creative possibilities and lucrative opportunities for your eCommerce.

What is geomarketing?

Geomarketing is a strategy that consists of observing the geographic behavior of a customer base in order to analyze their consumption behavior. In short, it is about targeting specific geographic areas where consumers will enter, and then targeting them with advertising.

When to use geomarketing?

Geomarketing is generally used by merchants who have physical stores (or competitors with physical stores), since they want to target customers who have moved to their location in order to solicit them again.

For example, a merchant selling fashion accessories online could benefit from geomarketing, even if it does not have a large number of physical stores. Indeed, since this field has many competitors and many points of sale, it would be possible to target them and send ads to all the consumers who have visited them.

Without a physical store or a lot of competition, there is no way to observe the geographic behavior of consumers and, therefore, to send them targeted ads. In the case of these mostly web-based businesses, automated emails and online media ads are still more relevant.

What are the advantages of using geomarketing?

First of all, this strategy allows you to optimize data and analysis of user accounts. The majority of geomarketing platforms allow you to modify your campaigns at any time, whether it be in terms of parameters or visuals, thus allowing you to be more reactive to good or bad results.

In fact, geomarketing allows you to minimize expenses. Thanks to sensors, there is no need for company representatives to travel to promote in a physical location: as soon as they enter a given area, consumers will receive the advertisements and promotions for that area.

Finally, a good geomarketing strategy contributes to the search for personnel. By targeting schools or workplaces beforehand, it is easier to reach experts in the field and receive their applications through recruitment ads.

In a nutshell, it is important to focus on the interests of the target audience, the places they frequent the most, as well as the stores of the competitors.