Where 2 Get It's Marketing Glossary Series: Location-Based & Mobile

W2GI Team | Apr 7, 2014 6:24:44 AM

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This is the first in a new series on the Where 2 Get It Blog — The Marketing Glossary Series. In this series, we aim to highlight key terms or phrases that may be familiar to many in the location-based marketing industry, but are perhaps more confusing to those with less of a technical marketing background.

This week we highlight some general location-based and mobile marketing terms.


Want to run a campaign targeted at people in a specific neighborhood, city, state, or region? Use geo-targeting! According to KISS Metrics, “geo-targeting is active response to geo-location.” In other words, geo-targeting facilitates the ability to deliver specific content to a group of people based on their geographic location.


Advances in local and mobile advertising technology now allow businesses to beam immediately gratifying exclusive content directly to potential customers when they’re in a pre-defined area. Somewhat similar to geo-targeting, you can think of geo-fencing (or geofencing) as placing a virtual border around a real-world geographical area. Delivery of content, campaigns or promotions can be triggered when someone moves into this preset virtual border. For example, a retail business could automatically send a coupon to your smartphone when you walk within a 500 foot radius of their store.

Mobile Local Display Advertising:

Mobile local display advertising allows national brands to reach mobile consumers at a hyper-local level. Most marketers agree that it’s important to make sure you are only serving relevant ads to your local consumers. Consumers local search queries can help to inform contextual advertisements based on an individual’s exact geographical location.

Local Landing Pages:

We’ve discussed previously the importance of developing mobile-optimized local landing pages. If your business has several physical locations, local landing pages give you the ability to share regional specific (or even store specific) content with customers who care most about that location. Providing accurate and useful local business information serves to increase consumer confidence and guide a potential buyer further along their path-to-purchase. Learn more about Where 2 Get It’s local landing page solution here.

Online-to-Offline (O2O):

This phrase is used to describe the attempt to convert online traffic — ie, visitors to your website, Facebook Fans, or potential customers reading a Yelp review, for example — into offline traffic — ie, real in-store visits. While online commerce continues to be on the rise, some items or retail experiences are still better served in-store. Brands can streamline the offline conversion process by employing the right technology — like Where 2 Get It’s Business Locators which are built specifically to drive local conversions — and creative O2O marketing tactics like in-store only coupons or offers. This 2010 TechCrunch article describes how Groupon works to “grease the wheels of online-to-offline commerce” it what was then said to be a trillion dollar opportunity!

Check back soon for the next installment in Where 2 Get It’s Marketing Glossary Series!

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