What Is GeoMarketing?
An introduction to a different kind of media outlet.
We can imagine the skeptical reaction: The world needs a lot of things, but does it really need yet another advertising news site? No, it really doesn’t.
We absolutely agree.
Fortunately, GeoMarketing.com isn’t another advertising news site. We aim to be the source of record for location-based advertising campaigns. And yes, we will have articles that analyze the trends, companies and people shaping that space. But this is not another news site. GeoMarketing is a directory containing a database of location-based ad campaigns and the brands, agencies and creatives behind it.
This project will not be driven by editors and reporters; it will be powered by the professionals who populate this area of the advertising industry. For most sites, the idea of a “community” primarily pertains to the ability to comment using their Facebook profile. We’re counting on the industry itself to uncover and post the ad campaigns that demonstrate the value of offline retailers using digital, interactive marketing methods to draw customers through their doors. GeoMarketing is a true business social media site, and is unlike any other.
The Geo-marketing Moment
The introduction of GeoMarketing.com is timely, as the industry undergoes massive changes, from the way people search for and consume information to the attempts by marketers to influence shopping decisions based on that behavior. For the most part, we’re talking about the rise of mobility and its impact on media.
Local market analyst BIA Kelsey says location-targeted ads make up 40 percent of the $11 billion to be spent on mobile ads in the US this year. By the end of 2018, location-based ads will account for 52 percent of the projected $30.2 billion mobile ad market. Because mobile will represent such a significant chunk of the mobile ad space, location-based ads will dramatically influence the way advertising is created, bought, sold, and targeted.
Before the days of one-click buying online, the practice of geo-marketing – advertising that was tied specifically to a business’s location – was manifested in billboards, cinderblock-size business phone listings, TV, radio, and so on. Car dealerships ran radio ads and TV commercials. Dentists bought listings space in the Yellow Pages. Retailers paid for full-page newspaper ads and supplements with coupons.
When e-commerce arrived, those traditional vehicles of connecting businesses with consumers were largely lost. Many geo-marketing businesses and retailers scrambled to set up websites just to keep transactions flowing. It worked to an extent, but a problem emerged.
As eyeballs – and the ad dollars that chased after them – shifted to online, marketers could only use their digital media bucks to drive online sales on their e-commerce websites. Those digital sales made up but a fraction of businesses’ offline revenue. A process of digital cannibalization of the more valuable offline business developed.
But the rise of the digital and mobility has changed all that. Once again, geo-marketers can use advertising to incentivize people to visit their stores. What’s more, they can deploy their digital ad dollars to do the same, reversing the destructive trend of online cannibalizing offline.
So think of this as a “renaissance” in the way local businesses and consumers connect to each other. We’ve come full circle: the geo-marketing process has been reborn, brought back to life by the embrace of connected devices by advertisers, businesses and consumers.
Stores will have a “physical” website that changes the inside experience for those nearby. Bluetooth-powered Beacons will wake up apps, and those apps will guide users to the most relevant products and ultimately refine a consumer’s total experience. Expertise in geo-marketing includes geo-data, local marketing best practices, use of geo-location technologies in marketing campaigns, mobile advertising, and social media. GeoMarketing.com is the place to not only read about how these trends are evolving; it’s the lens through to watch them all in action on a daily basis.
A Showcase For Location-based Campaigns
Now that we’ve explained the philosophy behind GeoMarketing.com, let’s explain the mechanics behind it.
There are two interlocking parts to GeoMarketing: A news site and a directory of campaigns:
The News Sections
The focus of GeoMarketing as a news site will be to showcase location-based advertising campaigns, which are largely associated with (but not limited to) smartphones and tablets.
We’re also interested in the people associated with creating and thinking about this form of advertising. One common bond among the individuals working in this space is the question: what inspires a consumer on their mobile device to take a direct action in-store? We plan to present the answers to that query in a variety of methods.
The news portion of the GeoMarketing site will be made up of daily posts featuring “Campaign of the Day” stories. In much the same way that advertising and marketing trade magazines are interested in the creative aspects, qualities, goals/purposes, and results of a major TV spot airing in primetime or print placement, GeoMarketing is interested in how these elements are brought to bear in mobile marketing and local touch points.
We’ll be profiling agencies, marketers, publishers, and their executives to get a sense of where their vision fits into this growing marketplace. Stories under “news analysis” will address trends in the location-based ad marketplace and profiles of prominent new hires and other relevant people-moves.
We’re building a repository of notable campaigns that have a clear mobile/local component. The directory will be constructed along several lines, starting with the Campaign (info will include agency, marketer, personnel and images/video of the work) and Professionals (names, titles, work history, areas of expertise).
Registered users will also be able to “rate” campaigns much as they may a Netflix selection. Ultimately, individuals who worked on a campaign will be able to upload their work into the database to be considered for submission.
While there will be a daily “Editor’s Picks” of Featured Campaigns that are submitted to the directory, neither the editors or reporters of GeoMarketing, nor our parent company, Yext, will determine how a campaign is scored. The number of the “stars” a piece of work receives is strictly decided by registered users – in other words, by our audience.
*GeoMarketing.com is an independent subsidiary of Yext. See the mission statement on our About page for more details about the relationship between Yext and GeoMarketing.