Types of Location-Based Marketing
Location-based marketing has largely been enabled over the past several years by the growth of connected devices. Today it seems that everything is connected to the internet - phones, cars, watches, and more. These devices are often tracking their owner’s location, meaning there is an abundance of location and spatial data available. Insights derived from this data provide marketing teams with greater context into how to reach customers and improve their overall experience.

There are several different ways marketers can channel this location data into their marketing efforts:  

Geotargeting
Geotargeting is used to determine the location of a user, to then serve them personalized messaging based on their location. If a consumer has opted in to let an app access their location, they may get messages in the app or push notifications based on region or proximity to a store. 

How it works

Geotargeting is based off IP addresses. Every connected device has a unique IP address making them identifiable. From there, device IP addresses can be matched to country, zip code, etc. to determine where users are located.
Benefits
The key benefit of geotargeting is to increase customer experience through personalization. For example, marketers can target users based on needs specific to their location, such as weather or local news and events.