Location data is still relatively new on the block – generally reserved for use by e-commerce outfits and online retailers. But this sophisticated tool possesses a range of powerful benefits for B2B and B2B companies looking to secure a larger share of their target market online.
What is geo-marketing, and how does it work?
Geo-marketing or location marketing refers to the integration of geographical intelligence within many different forms of online promotion including sales funnels and distribution channels. As audiences continue to move away from physical stores and into the digital domain, it’s increasingly important for businesses to learn and understand more about their customers – where they live, where they shop, what they like, dislike. Geo-based marketing offers intelligent insight into the background, culture and personality of audiences, coupled with location data to help brands more effectively target audience members.
Geo-marketing isn’t just for retail
It’s now much more difficult to achieve a level of trust and emotional connection with customers – in an increasingly fickle and impersonal climate where apps are preferred over human interaction. So how do companies build this relationship via online marketing channels? Geo-marketing is an integral and important tool business can use to get to know their customers better – and in turn, tailor their products or services to their needs. Inventory and availability at local stores can be updated in real-time to drive traffic to physical shops. Live bookings help the restaurant to fill empty slots easily at the last minute. Cities and tourist attractions can gather data to determine the types of visitors they receive, and why – helping them to more effectively target demographics for future success.
B2B or B2C
Engagement is a challenge for B2B and B2C businesses, and obtaining intimate, genuine feedback from clients and customers can be incredibly tricky. The fantastic thing about geo-marketing is that it has a versatile range of uses that are suitable for all types of businesses and audiences, offering up data that are critically useful for B2Bs in particular. Whilst location data is typically thought of as the type of marketing reserved for B2C giants like Uber and Airbnb, smaller, local B2B companies can also benefit.