Geo-tracking
November 24, 2010
As an expert in various methods of online advertising, I like to employ the innovative technique of geo-tracking. One example of geo-tracking’s use is in email advertising campaigns. After sending an advertisement out to consumers via email, there are common software-based analytics for determining how many people have opened, read, and clicked on the link in that message. Geo-tracking takes that process a step further by using maps to plot out the locations of the subscribers who responded or took positive action. Geo-tracking provides valuable demographic data on potential customers, which will in turn increase the relevancy of future advertisement e-mails. It provides an indication as to where promotional event and traditional marketing budgets should be focused. Geo-tracking also provides information useful in targeting offers to people in a geographical location, addressing specific cultural demographics associated with that region. This could be something as simple as marketing the correct product to potential customers, such as a winter coat for people who live in colder climates. It could also involve something quite specific. For example, if you run a resort hotel that hosts visitors from around the world, you can track those who actively read your promotional emails throughout the year and determine which geographical locations are interested. This may offer a sense of where to concentrate the hotel’s promotional budget. You might even email special offers for your hotel that are specific to consumers in that region, combining local air transportation with accommodations in extended-stay hotel packages. Geographic location is a powerful tool, not limited to emails. Changing IP addresses can be recorded and utilized to deploy products and services specific to that location. Imagine staying at a hotel in a certain part of Seattle and receiving an online coupon customized for use at a coffee shop down the street. The potential of geo-tracking and location-based advertising is tremendous, and I feel fortunate to be able to offer my clients the advantages this technology affords.
