Why businesses should pay special attention to geotargeting SMS campaigns

Many marketers are familiar with the concept of geotargeting, and some have even successfully applied this method of promoting goods and services online. Its essence lies in the fact that advertising is directed to a separate segment of the target audience, limited by location.

Instagram, Facebook, Google actively use geotargeting in their algorithms, but how can companies use information about the GEO location of recipients in SMS marketing?

Geo-targeting in SMS: when to use?

Instead of long prefaces and boring explanations, let's look at an example of the interaction of the world-famous American giant in the field of catering - Domino's - with customers through SMS messaging.

This international chain of pizzerias has 15,900 restaurants in 85 countries. The exchange of commercial GEO SMS is critical to ensure that the client in each region receives an up-to-date message.

The brand sends hundreds of thousands of text notifications based on location, making the SMS marketing experience even more personalized and unique. Agree, the messaging will lose its meaning if Australian residents receive promotional offers that are valid only in Indian outlets.

The main principle of GEO SMS is to send advertising messages to subscribers located in the selected location.

How to set up geotargeting SMS

There are two ways to set up geotargeting in SMS. The first is to set certain message parameters in the messaging service admin panel.

This saves time, resources and increases the effectiveness of the campaign. For example, Domino’s even specifies a time zone for their messagings.

The second way is when telecom operators offer the service “SMS messaging by geolocation”. It works in this way:

1. The operator determines the coordinates of your current location.
2. After transferring the information to the server, the operator sends GEO SMS to the numbers found within the specified radius.

As a rule, the coverage range is from 100 m to 5 km, i.e. your messagings will reach users in almost real time, here and now.

Both ways are great for localizing SMS messaging, for example, if your store has a profitable promotion. However, keep in mind that for the first method, you need to study your target audience in detail, conduct customer segmentation.

The second GEO SMS method seems to be more efficient, but it is more expensive. And also keep in mind that not always those who received such a messaging will be your potential customers.

A well-thought-out SMS campaign allows you to save money and achieve maximum effect, regardless of the field in which you work. This also includes choosing an A2P messaging provider. With Decision Telecom, your messaging will reach recipients wherever they are, even when roaming.