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What Is Geolocation Marketing and How Is It Implemented?

To say that geolocation marketing is at its peak would be an understatement. Marketing research firm eMarketer found that location-targeted ad budgets are expected to soar from US $26.5 billion this year to US $38.7 billion in 2020. As further proof of the rising influence of geolocation marketing, a separate study by Factual revealed that 8 out of 10 marketing professionals rely on location data for their campaigns.

Since its role in augmented reality (AR) and cybersecurity is growing, there is no doubt that geolocation should see a higher adoption rate in other industries as well. To support this statement, this post takes a closer look at what geolocation marketing is and how to implement it.

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What Are the Different Types of Geolocation Marketing?

When sales bottlenecks occur, possible reactions among marketers and sellers include overhauling their entire strategy or upgrading their customer relationship management (CRM) platform to the latest one. These are not the only ways to streamline a sales pipeline, in any case. Several things factor in, from pitch decks to store layouts. Another approach is geolocation, which could play a massive role in improving an organization’s sales performance.

With a cohesive geolocation marketing plan in place, professionals can study a specified location and its inhabitants at a more granular level to create personalized campaigns. Geolocation-fueled marketing also enables professionals to deliver just-in-time sales via clever pushes to finally convert a lead.

There are three main types of geolocation marketing, the first of which, geotargeting, is empowered by users’ IP addresses that can be tracked via an IP Geolocation API to improve current business strategies.

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How to Find Someone’s Exact Location Given His IP Address

Looking up a physical location given an IP address has many purposes. For marketing professionals, it aims to tailor-fit campaigns to customers. For cybersecurity professionals, it is meant to protect the integrity of their websites and businesses against cyber threats.

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How Accurate and Reliable Is IP Geolocation?

IP geolocation technology has been in existence for more than a decade now. It has dramatically contributed to several industries, especially to marketing. Still, IP geolocation technology remains a mystery to most, particularly to marketing professionals who have yet to reap its benefits.

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Top 5 Location-Based Marketing Trends in 2019

Location-based marketing has always been a silent force behind today’s massive advertising campaigns. As B2B and B2C spaces are becoming increasingly competitive, it’s no wonder why more businesses, big or small, are beginning to take notice and see geolocation marketing as a necessity.

In a quest to vie for consumers’ elusive attention, marketing professionals are turning to location-based marketing techniques to maintain their edge. After all, the stakes are higher now — with social media and e-commerce’s rapidly expanding role in the big picture — therefore calling for innovative segmentation techniques.

It certainly looks like there’s money to be made from it. Data showed that a staggering 82% of smartphone users utilize their devices to conduct “near me” searches when looking for stuff to buy. Also, 90% of consumers choose the top result.

Meanwhile, representatives from fast-moving consumer goods (FMCG) and general merchandise (GM) retailers are bullish on the benefits of location intelligence. A retail authority’s research claimed that over 80% of FMCG and GM retailers believed that geolocation analytics aided in their business development by saving them time and money.

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How to Use Geolocation in Retail Marketing

It has only been six years since beacons first made their way into the retail market, and we’re now seeing a more extensive array of applications for geolocation marketing technologies. Many geolocation marketing services have cropped up to cater to a continuously expanding segment, from subscription-based service providers to device manufacturers.

Despite the unprecedented growth in this space, the market enthusiasm doesn’t match the numbers. Data shows that retailers may not even know what to do with geolocation marketing technologies, or they might need to brush up on it.

According to a marketing automation software provider, more than half of retailers lack the know-how to provide personalized mobile shopping experiences for their store visitors. While 54% use apps, only 12-16% send out behavior-based push notifications. What’s worse, the average retailer scored only 5.5 out of 20 points in terms of maximizing app use.

If this sounds all too familiar to your organization, consider revamping your location-based marketing strategies with some tried-and-tested recommendations.

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IP Geolocation Accuracy: How Reliable Is the Technology?

IP geolocation refers to the mapping of an IP address based on a connected device’s geographical location at the time it accessed the Internet. Through this geographical mapping, anyone can pinpoint where a particular user was when he accessed a computer or file stored somewhere within a network for several reasons.

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Top 5 Ways to Find Bulk IP Addresses

An IP address serves two principal functions. First, it helps with interface identification within a network of machines. In an internal network, a particular IP address corresponds to a connected computer or device. Second, it provides location information for a specific machine anywhere in the world. Every computer or device connected to the Internet has its own IP address.

Performing an IP address lookup means browsing through a massive database of identification numbers stored in an IP or a passive Domain Name System (DNS) database. Regardless of the method used, looking for bulk IP addresses provides users with exhaustive information about a domain’s web host and ISP within a specific network block.

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Top 5 Ways to Find Bulk IP Addresses

An IP address serves two principal functions. First, it helps with interface identification within a network of machines. In an internal network, a particular IP address corresponds to a connected computer or device. Second, it provides location information for a specific machine anywhere in the world. Every computer or device connected to the Internet has its own IP address.

Performing an IP address lookup means browsing through a massive database of identification numbers stored in an IP or a passive Domain Name System (DNS) database. Regardless of the method used, looking for bulk IP addresses provides users with exhaustive information about a domain’s web host and ISP within a specific network block.

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Use of IP Geolocation in Threat Intelligence and Cybersecurity

The internet brought an amazing benefit of bridging the gap between people and countries, making the virtual world feel almost like a reality. The sad thing, however, is that some people take advantage of this physical distance to steal from others. Spammers, phishers, cyber thieves and so on exploit the fact that it is difficult to keep an eye on an online activity or event. However, IP geolocation data can help businesses and organizations to understand the nature of an attack, curb the attack, and help with cyber investigations that may hold criminals accountable. IP-based geolocation is the most frequently used technique to track IP location and it works well for its intended purpose.

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How to Find the Location of an IP Address

IP addresses are the Internet's equivalent of postal addresses. Every device connected to the Internet has an IP address (and usually more than one).

First, you've got local IP addresses. These addresses are used to locate a device on a local network. Let's say you have a wireless router at home with three separate devices connected to it: a TV, laptop, and mobile phone. Each of these three devices would have a unique "local IP address" that your router would use to route information to and from these devices over the local network.

Next, you've got public IP addresses. These addresses are what connects a device to the public Internet and allow it to send and receive information all over the world. Public IP addresses are globally unique.

If you're trying to find the location of a device with a specific IP address, there are a few things you need to know.

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