Geo-Targeting Campaigns

Geo-Targeting Campaigns mean delivering messages, ads, or promotions to audiences through social media platforms based on their geographic location. Using data from IP addresses, GPS, or Wi-Fi signals, social media platforms can tell the general region where their users are logging in from. This means that not only can companies target audiences through the kinds of demographic and psychographic data outlined in Chapter 4, but they can also deliver messages to audiences on the basis of location, which is a kind of behavior in itself. This is extremely useful for all kinds of on-the-ground businesses because not only can these businesses now deliver ads to users within a specific area, but they can also hone in on the local audience even further by making the ad itself relevant to local events, weather conditions, or whatever else is happening in the area. If a business is running a location-based ad during a natural disaster, it may also want to make sure that the people seeing that ad are safe and in good mental health—the kind of health condition that makes a person more likely to patronize a business after the disaster has passed.