Where in the World Is...?


By Aaron Wittersheim

With Internet use spreading across the globe, one advertising message no longer fits all. Believe it or not, Asians, Europeans and Latin Americans account for more than 60 percent of all Web traffic, and the percentage is climbing. At the same time, Internet shoppers everywhere are becoming increasingly hostile to generic pop-ups and banners. So, how can on-line advertisers get results in such a complex and demanding marketplace? A big part of the answer is geo-targeting.

Geo-targeting means gearing ad content to a specific geographic market. Advertisers can identify on-line shoppers by IP address, postal code or area code; when the shopper visits the advertiser’s site, he will see an ad that literally hits him where he lives. Several geo-targeting approaches are available:

Advertising on Web sites with localized content, such as on-line newspapers, yellow pages and entertainment guides; Advertising on sites such as Yahoo!®, where user registration includes geographic markers; Using third-party advertising services such as DoubleClick; and Advertising on sites with geographically specific content, such as MapQuest® and The Weather Channel.

Creating ads in local languages, while important, is only one aspect of geo-targeting. International companies geo-target by adjusting prices to compensate for currency exchange rates. They also display order and response forms in local currencies to make them better understood and more effective. Subtle changes in ad design can make a big difference as well; for example, when targeting Canadians, far higher response and conversion rates occur when a small red maple leaf appears in the ad.

Even within the U.S. market, geo-targeting grows in importance. Studies indicate that most shoppers—even on-line shoppers—prefer to purchase within 10 miles of home. Thus, geographically sensitive businesses, such as real-estate developers, franchisers and car dealerships, can geo-target and reach an extremely receptive segment of potential customers.

Although geo-targeted ads are expensive compared to the one-size-fits-all variety, their increased effectiveness more than offsets the cost. With $5 billion expected to be spent on local on-line advertising by 2010, technology is gearing up. The newest version of IP addresses, Ipv6, will assign a unique identifier to every computer, making geo-targeting more accurate. Geo-targeting service providers are cropping up all over, and Internet powerhouses like Google™ AdWords™ and Yahoo!® Search Marketing already offer easy-to-use geo-targeting ads, tracking and analytics.

Companies should consider this new advertising strategy before the competition catches on and gets to the customers' door first.


More Resources

Finding Your Target Market
Achieving sales is probably the biggest challenge a web business owner has. It requiresa balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors.
Getting the Most Out of Your Networking Group
Here is my personal list of things to do at your networking group:(1) Bring your business cards. Sound simple? Well, I regularly meet people at networking groups who have forgotten their cards or their cards are at the printers.
Advertising Inserts
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
Media Savvy - How To Lead, Persuade And Influence
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
Power Headlines for Promotion Success
Do you send email to your Online audience to let them know about an upcoming teleclass, your service or your book? Do you have a seminar "flyer" on your web site? The biggest mistake professionals and entrepreneurs make is to announce, rather than promote themselves. Each piece you send or put on your web site should begin with the #1 copywriting winner--the headline.
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is? Your company name? Your telephone number? Your offer? Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.
How To Write Kick-Ass, Profit Pulling Adverts For Your Business?
Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'..
Marketing Advertising, While Advertising Your Market!
Today in the Business world whether online or off, it seems that everyone is vying for position, yet few are able to leap to the forefront of their competition.On the Internet there are thousands of programs and Business Opportunities being created every month or so it seems! Everyone is trying to find his or her niche in the Business world.
The Importance of Your Business Card
What are you trying to say with you business card?We have talked about collecting other people's business cards and also about how they are often tough to differentiate from one another. These are things you should avoid for your own business card.
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out.Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for.
How To Tame The Buying Beast Inside Your Customer
What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
Heard A Good Radio Ad Lately? Neither Have We
To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it.
The Art Of Fear Free Advertising
Is fear of failure an issue when you commit valuable money in advertising?Well how about if I showed you a way to remove this fear and you know that you would be able to spend money advertising KNOWING you would get a return?Is that a valuable lesson?Course it is!So, how do you do it?The answer is testing!It's simple really..
Hiring an Amateur Could Mean a Potential Lawsuit for Your Business
These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer.
If You're Tired Of Adverts That Don't Work And Letters That Don't Sell, Then You Must Read This
Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners.
How Do People Know Youre in Business?
One of the most important things to do now that you've started a business is to TELL THE WORLD! But HOW? It can be very expensive and time consuming if not done properly. Here's some inexpensive publicity and marketing ideas to help you get recognition for your new venture.
Bad Seduction - Advertising Techniques That Dont Work
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice.

More Advertising Information:

Related Articles

Moving Message Display
Moving message display are designed to be installed into environments where vast amounts of information need to be conveyed to large audiences both quickly and efficiently, also in the world of indoor and outdoor displays. This gives you enormous flexibility for creating interesting text message on Moving message display.
How To Track Your Advertising Like A Hawk
Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company.
Graphical LED Display
Graphical LED Displays utilize high-resolution graphics and video to transmit the information. You will find them sited in world's great cosmopolitan cities.
Buying Radio? Read This and Dont Waste Your Money
Pay close attention and make it work the best for you.No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations.
Cable TV Advertising; Mobile Detailing Customers
If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity.
The Benefits of Specific Advertising
The great Claude Hopkins (Author of Scientific Advertising) once said, "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.
Cinema Advertising is Big Business, So Mergers are a Natural
Cinema advertising has always been an effective marketing tool for some advertisers, while for others they have yet to see the benefit of this unique form of media. When an advertiser hears the term "Cinema Advertising" automatically they think the slide that is shown on the big screen with the soothing music played in the background.
Ads Dont Sell - People Do !
More about advertising by BIG Mike McDanielAdvertising is not a substitute for good salestechnique and superb customer service. Insertingan ad in a handy newspaper to call attention to aline of goods will not sell those goods unless youcan back it up with intelligent, well directedsales efforts in the store.
What the Newspaper Ad Person Won't Tell You
Newspapers are considered the PRIMARY advertisingmedium by 99.4% of all retailers.
If You Lost 70% of Your New Customers, Would You Notice?
Buyers Don't Rely on the Yellow Pages Like They Used toCustomers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline.
Creativity and Getting Outside of the Box
Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down.
Does Post Card Advertising Really Work?
You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses.
Placemat Ad Advertising
Starting a placemat ad business can create more business for you; free advertising and income all while helping other local small businesses advertise their business all at a reasonable price.This is an idea not new by any means, but it can prove to be very profitable to you if done right.
Double the Effectiveness of Your Company Brochure
Let's face it - most brochures go straight into the bin. But if you know the big mistake to avoid, as well as the secret to make people keep your brochure - and read it, over and over again - you're laughing.
16 Methods for Getting Free Advertising
1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc.
Advertising For The Long Haul and Not the Short Term Gains
New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.
Custom LED Display
Custom LED Display, as the name specifies, facilitate control anything with any message that you can think of, from hours of operation to daily specials. These are used by almost all industries like factory, banks, airports, universities, libraries, and many others.
Finding Your Target Market
Achieving sales is probably the biggest challenge a web business owner has. It requiresa balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.