Geotargeting
Delivering different content or ads to users based on their geographic location.
Definition
Geotargeting is the practice of delivering different content, advertising, offers, or experiences to users based on their geographic location. This location data can be determined through various methods including IP address (approximate city or region), GPS coordinates (precise location from mobile devices), Wi-Fi positioning, cell tower triangulation, postal codes, or user-declared location information.
Geotargeting operates at multiple levels of precision. At the broadest level, country targeting ensures users see content in the appropriate language and currency. Regional targeting customizes messaging for specific states, provinces, or metropolitan areas. Local targeting reaches users near specific addresses, such as stores or competitors. The most precise geotargeting—geofencing—triggers actions when users enter defined geographic boundaries, enabling real-time proximity marketing.
The technology enables numerous applications: showing location-specific pricing, inventory, or promotions; advertising to users in specific regions; customizing content based on local relevance; providing directions to nearby stores; adjusting messaging for regional preferences; and targeting users near competitor locations (conquest marketing).
Why It Matters
Relevance dramatically impacts marketing effectiveness, and location is one of the strongest relevance signals available. Users searching from Miami have different needs than those in Minneapolis—different weather, different local concerns, different nearby options. Geotargeting enables marketers to tailor experiences to these differences rather than delivering generic one-size-fits-all content.
For businesses with physical locations, geotargeting directly connects digital marketing to real-world foot traffic. Mobile advertising can reach users when they're near stores, influence in-the-moment decisions, and drive immediate visits. This location-based mobile marketing has become essential for retailers, restaurants, service businesses, and any organization seeking to convert digital attention into physical presence.
Geotargeting also enables efficient ad spending by focusing budget on areas where the business can actually serve customers. Rather than advertising nationally for a regional business or promoting store-specific offers to users who can't reach that store, geotargeting concentrates investment where it can generate returns.
The competitive applications of geotargeting—conquesting competitors' locations, targeting trade show attendees, reaching users in strategic areas—create marketing capabilities that weren't possible before location-aware digital advertising.
Examples in Practice
A national quick-service restaurant chain uses geotargeting to customize their mobile advertising by location. Users in Texas see breakfast taco promotions, while users in the Northeast see bagel sandwich ads. Locations with new menu items get launch campaigns while others don't. This localized relevance significantly improves ad performance compared to national creative.
A retail brand implements geofencing around their store locations and competitor stores. When users who have the brand's app enter a geofenced area, they receive push notifications with relevant offers. Users near competitor locations receive competitive switching offers. Users near their own stores receive in-store-only promotions designed to drive immediate visits.
A political campaign uses geotargeting to serve different advertising messages based on congressional district. Voters in swing districts see persuasion messaging, while voters in safe districts see turnout messages. Local issues featured prominently in each district's creative—infrastructure concerns in one area, environmental issues in another. This geographic personalization improves message resonance.
An event company geotargets advertising to users who attended competitor conferences in the past, using location history data that indicates they were present at specific convention center addresses during event dates. This precise targeting reaches exactly the audience most likely to be interested in their competing event.