How to Use IP Geolocation API to Customize Marketing Campaigns

Customized or personalized marketing isn’t just some fad that is going away as soon as experts introduce another strategy. Giving a personal touch to your campaigns can determine how your target market responds.

And statistics back this up. Research shows that companies that send personalized marketing emails experience a 29% increase in open rates and a 41% increase in click-through rates. One way to customize marketing campaigns is by using location data derived from tools like IP Geolocation API.

Location data from IP Geolocation API includes a person’s country, region, city, postal code, time zone, and latitude and longitude. Using it is a non-invasive way to customize marketing campaigns because you don’t need to collect personally identifiable information (PII). Below are three ways by which IP geolocation data can help marketers customize their campaigns.

1. Take Advantage of Micro-Moments

Google coined the term “micro-moments” to define each step in the journey that consumers take before purchase. Mobile use that allows people to “know before they go” drives most of these moments. In other words, consumers tend to do local searches on their phones first before physically going to a store.

That said, a Friday dinner would most likely start with a local search for the “best restaurants in town.” Before going to an endocrinologist, patients would tend to search for “endocrinologists near me.”

Merchants, professionals, and other entities should, therefore, strive to grab their target audiences’ attention during these micro-moments. The key is to use location data to implement search engine optimization (SEO) strategies so that their products and services appear on the first page of search engine results pages (SERPs).

A study suggests that 18% of local searches lead to sales, which is significant compared with 7% for non-local searches.

2. Implement Content Personalization

As stated earlier, people respond positively to personalized messages. Consider the “Share a Coke” campaign, which encouraged customers to find their names on soda cans and bottles. The campaign helped Coca-Cola grow its sales for the first time in 10 years. Over the years, the marketing campaign has evolved, but personalization remained.

Another non-invasive way to personalize user experience is to implement location-based content personalization. By looking at the user’s IP address, companies can offer content specific to his or her location.

Content personalization could include presenting marketing collaterals using the user’s mother tongue. After all, only 20% of the world’s population speaks English. Automatically detecting a visitor’s location and language would help keep him or her on your website. Marketers could also use slangs and expressions that are unique to a specific region to relate better to their audience.

3. Use Location-Based Advertising

Companies can also use IP Geolocation API to determine where potential clients originate. They can then craft different messages and promotions for every location.

Pay-per-Click (PPC) Advertising

Location-based advertising is not only effective but also budget-friendly. In PPC advertising, for instance, using location data ensures that every user click counts. Since you are targeting a specific audience in a precise location, there is a considerable chance for clicks to convert to sales.

Beacon Technology

Used together with beacon technology, location data from IP Geolocation API becomes even more powerful. Marketers can create a virtual perimeter around their locations, so when a person enters the area, he or she receives a personalized message. This tactic can also work the other way around. When a prospective client leaves the perimeter, you can entice them with a special deal so they would come back.

Marketing campaign customization or personalization is achievable in different ways. For one, marketers can track user behavior, including in-page clicks, mouse movements, and scroll depth. The data obtained can then serve to nudge the target into taking the next action further encouraged by the personalized content that they see.

While the strategy mentioned above is helpful, marketers should not discount the power of location data. Information gleaned from IP Geolocation API can effectively enhance both online and offline marketing tactics.