Geographic targeting, in the field of marketing and advertising, aims to reach a consumer or group of consumers based on their geographic location. This strategy is commonly used to drive traffic to physical stores, as only consumers located in the targeted area are considered a relevant audience. Before the advent of the internet, geographic targeting was primarily used through methods such as telemarketing, direct mail, information vending machines (IVFs), and local advertising media such as local newspapers, billboards, regional television, and cinema.
With the rise of digital marketing, the capabilities and practices of geographic targeting have evolved considerably. It is now possible to target not only individuals at their homes, but also to track their movements with great precision, and even anticipate their future movements. Geolocation can sometimes be performed with an accuracy of up to a few meters. To achieve this, various geolocation methods and technologies are used depending on the situation and the consumer’s device, such as GPS geolocation, Wi-Fi geolocation, operator triangulation, etc.
Geographic targeting can also be based on a destination inferred from individual behavior, such as checking train schedules, car rental services, online directories like the Yellow Pages, or road maps. A concrete example of geographic advertising targeting is using a destination when booking a train ticket. This approach allows for narrowing the target audience, optimizing the effectiveness of the advertising campaign, and personalizing messages based on the geographic context.
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