Word of the week: Geo-Targeting
Geo-targeting, a term commonly used in marketing, is the method of serving content and advertisements to users based on their geographic location. Geo-targeting aims to improve the cost-effectiveness of marketing and advertising programs, while increasing the relevancy. Using IP addresses or GPS location data, marketers can target web visitors in categories as broad as country, down to a specific street location. Organizations can effectively use geo-targeting for varied purposes – Coca-Cola can route American visitors to the US Facebook page, Google can return paid search results within a 12 mile radius and Foursquare can recommend nearby restaurants you might enjoy.