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Geotargeting

Geotargeting is a digital advertising strategy that delivers targeted ads or content to users based on their geographic location, such as country, region, city, or proximity to a specific point of interest. In academia, geotargeting is studied within the fields of marketing analytics, consumer behavior, and digital advertising. Researchers investigate geotargeting techniques, including IP address geolocation, GPS coordinates, and WiFi signal triangulation, to segment audiences and deliver relevant messages or offers based on their physical location and behavioral context. Geotargeting enables organizations to increase ad relevance, improve campaign performance, and drive higher engagement and conversion rates by delivering personalized content to users in specific locations or market segments. By leveraging geotargeting, organizations can optimize ad spend, target local markets, and measure the effectiveness of location-based marketing campaigns in driving foot traffic, online sales, and brand awareness. Academic studies on geotargeting also explore its impact on consumer perceptions, privacy concerns, and regulatory compliance, as well as best practices for geo-aware content delivery, campaign attribution, and ROI measurement in digital marketing and advertising contexts.

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