How does Geography inform Search Engine Marketing?

Geography and Search Engine Marketing

This article is the third part of a 4 part series on Geography’s Role in Online Internet Marketing.

How does Geography inform Search Engine Marketing?

Search Engine Marketing relies on geography to make sense of what marketing messages should be displayed to which potential customers.  Most platforms, like Bing, Google AdWords and Facebook, give marketers a graphical user interface in order to select target geographies for their given messages.  This allows an advertising message to developed and targeted to a specific location.

Although a search engine marketing messages can be focused on a given city, town or neighborhood doesn’t necessarily mean that the marketers craft their content in hyper local manner.  This could be due to limited knowledge of internet advertising platforms.  This could also be due to websites themselves not taking full advantage of HTML5 features that are currently available to determine the location of a user on a mobile phone or a desktop computer’s browser not pulling the most accurate IP Address location.

Measuring success of online advertising campaigns, using Bing, Google and Facebook, is oftentimes more focused on click-rates on the SEM ads themselves and conversions on a company’s website, instead of on measuring the location of the customer themselves.  Ultimately, businesses need to know where the customers are and what their buying habits and interests are.  Without having a means to effectively quantify customer location within a SEM campaign, online advertising will have to rely on communicating messages based on search habits instead of interest based on proximity.

Thanks a ton,
@ROB_MOR

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How does Geography inform Online Internet Marketing?

Geography and Online Internet Marketing

Location is pivotal to traditional modes of advertising communication. Traditional media campaigns are fixed in a given market and their results can be measured and visualized geographically. Newspapers have a fixed distribution. Billboards are literally connected to a physical space. Direct Mail is disseminated to address lists in Zip Codes and Carrier Route boundaries. Television and Radio markets also have fixed geographies, which makes it easier for Nielsen and Arbitron to measure their respective audiences and provide ratings information back to media buyers.

How does Geography inform Online Internet Marketing?

The Internet plays an enormous role in the Economy. Access to the World Wide Web continues to grow as people consume online content using their Desktops, Laptops, Tablets and Smartphones. Televisions and video game consoles are also increasingly providing digital content. Although some may believe the Internet economy exists independent of geography, location plays a huge role in marketing products online.

All sorts of demographic and psychogeographic analysis is conducted to make sense of traditional media markets, but how would one use geography to measure advertising communications in cyberspace?

Current trends in Online Internet Marketing, such as Search Engine Optimization (Organic Marketing), Search Engine Marketing (Paid for Marketing) and Location Based Applications already use Geography to fine tune and target their advertising messages. SEO can use geographical keywords, SEM can specify a given geography to target and Location Based Apps rely on the user’s location to provide nearby business profiles. All three forms of Online Internet Marketing listed can provide great results to businesses, but could be providing more value if they were to rethink their use of geography.

My complaint is that Online Internet Marketing platforms are not taking full advantage of geographical data and technologies. People will always exist in a physical place. And physical places are always informed by statistical demographics and psychographic analytics.

It is important for Online Internet Marketing platforms, if they want to survive, to provide more value to their growing customer base. My recommendation is to design a set of intuitive tools that can assist marketers in crafting messages that are informed by the socioeconomic landscape, no matter how big or small that landscape be.

Over the course of the next three weeks I will be reviewing “How Geography Informs” SEO, SEM and Location Based Applications.

I look forward to reading your replies, recommendations and suggestions.

Thanks a ton,
@ROB_MOR