Geolocation of Visitors

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 30 in Digital Marketing, 2024, pp 307-312 from Springer

Abstract: Abstract Geolocation identifies the physical location of a device to customize web pages, ads, and services based on visitor location, enhancing marketing efforts and potentially increasing sales. Implementation involves data collection from IP addresses, GPS, and cell towers, segmentation, monitoring, and compliance with GDPR. Applications include targeted advertising, gaining customer insights, rewarding loyal customers, attracting new clients, and measuring campaign effectiveness. Techniques like geotargeting, geofencing, and beacons are used for location-based marketing. Ethical and legal considerations require user consent and transparency. Governments use geolocation for content restriction and public safety. Future prospects involve augmented reality and the Internet of Things. Businesses should embrace geolocation, ensure compliance, invest in security, leverage advanced tools, and adapt to future trends to enhance customer engagement and satisfaction.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_30

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