The act of adding geographical location metadata to an image or social post is more commonly known as geo-tagging. This phenomenon is a gift to marketers, helping them grasp what kind of an audience a particular location draws, and what they like to discuss or share in that particular location.
As we move from mass marketing to individual marketing, discovering a customer’s locality is significant in helping marketers more accurately target and engage with customers and prospects. Geo-tagging allows marketers to more effectively place ads that customers actually want to see, as opposed to them not being relevant at all. Eventually, advertising and marketing will be much more refined as marketers gain more insights into the location and habits of the consumer.
Geo-spatial insights also inform big picture decisions. Based on how products and services are received and adopted in specific locations, brand may decide to limit or increase inventories, staff more customer service resources, or focus sales and marketing efforts.
While offering a major value-add to brands on an individual user level, the various departments within an enterprise can utilize a person’s location to provide valuable information and experience. When the Customer Care team knows where an individual is, they can provide a higher level of service, and if location-based analysis highlights significant threats or opportunities, then marketers and sales teams may also spot trends and adjust tactics. The context of where the person or audience is may make communications easier for all teams utilizing social in their marketing plans.
Cost savings of optimizing messaging, promotions, display and traditional advertising, as well as other resources can be of enormous help to marketers when getting near real-time feedback. Enterprises can manage events and their environments at a much more granular level.
Sales teams also benefit from geo-spatial intelligence. Should someone on social media mention that they are in the market for something specific, and sales is monitoring these potential leads, they can capitalize by serving the right message at the right time. This may be the most measurable form of social ROI available to the enterprise.
Geo-tagging can be a great asset to marketers looking to grow a customer-centric social business and provides deep context for them to make relevant and meaningful connections with their audiences. This allows for more effective social engagement whereby brands are connecting with consumers to provide opportunities or resolve issues within the context of their local surroundings.