IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-031-69518-6_30.html
   My bibliography  Save this book chapter

Geolocation of Visitors

In: Digital Marketing

Author

Listed:
  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

Geolocation identifies the physical location of a device to customize web pages, ads, and services based on visitor location, enhancing marketing efforts and potentially increasing sales. Implementation involves data collection from IP addresses, GPS, and cell towers, segmentation, monitoring, and compliance with GDPR. Applications include targeted advertising, gaining customer insights, rewarding loyal customers, attracting new clients, and measuring campaign effectiveness. Techniques like geotargeting, geofencing, and beacons are used for location-based marketing. Ethical and legal considerations require user consent and transparency. Governments use geolocation for content restriction and public safety. Future prospects involve augmented reality and the Internet of Things. Businesses should embrace geolocation, ensure compliance, invest in security, leverage advanced tools, and adapt to future trends to enhance customer engagement and satisfaction.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Geolocation of Visitors," Springer Texts in Business and Economics, in: Digital Marketing, chapter 30, pages 307-312, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_30
    DOI: 10.1007/978-3-031-69518-6_30
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-031-69518-6_30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.