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Hvordan ville du ændre dit indhold, hvis den person, der gennemser dit websted, var i et andet land? En anden tilstand? En anden by? På tværs af gaden? I din butik? Ville du tale med dem anderledes? Du burde!

Geotargeting has been around for quite a while now in the direct marketing industry. I worked with a database marketing company to work on a proprietary index that utilized drive time and distance to rank prospects and it was incredibly successful. Businesses don't realize how important proximity is to their daily business.

I work with clients who have neighborhood stores but get all excited that they may get voted first in a contest that covers the entire metropolitan area. Pretty cool – they'll get exposure to a quarter of a million folks that will probably never come into their store. If they worked as hard to raise awareness of their store in a mile in each direction, it would provide a much better return on investment.

Den seneste version af Firefox giver faktisk mulighed for geolocation brug af browseren. I tested it and frankly wasn't impressed – terrible accuracy. I wonder why they simply didn't tap into GeoIP-data. Mozilla showed that I was in Chicago when I'm actually South of Indianapolis:
firefox-geolocation.png

Accuracy aside, this is still a step in the right direction. The iPhone's geoaccuracy has revolutionized mobile applications. Google Latitude viser også et utroligt potentiale.

Dette vil revolutionere internettet, når hver browser præcist giver din placering, dog! Det betyder, at jeg dynamisk kan ændre oplysningerne på min hjemmeside afhængigt af din placering. Mange bruger GeoIP til at gøre dette allerede, men gratis og præcis adgang i realtid kan ændre spillereglerne.

If I'm a marketing agency, I can talk about local customers in din backyard. If you're in my backyard, I can dynamically change the content to talk about vores by. If you're in another country, I can provide regional office information. If you're down the street from me, I can pop up a special instantly to provide you with an incentive to stop over.

Det siger sig selv, at den næste udvikling af Content Management Systems skal have robuste dynamiske indholdsfunktioner for at muliggøre tilpasning af indholdet af nye besøgende, tilbagevendende besøgende, nøgleord, købshistorik, placering osv. Osv. Markedsførere skal fortsætte med at tale så klart som muligt direkte til publikum, og disse teknologier bevæger os fremad.

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