Geolocation technology 'can improve lead generation'

In order to reduce costs and improve clickthrough rates, companies should be using geolocation to target customers, an expert has suggested.
Businesses should consider using geolocation tools to enhance lead generation in advertising campaigns, according to an industry insider.
Frank Bobo, vice-president of Digital Element, suggested in a blog for Net Imperative that targeted adverts by region or city can mean less wasted impressions and better clickthrough rates.
He used the example of a sports merchandise store, which will benefit if people from the Greater Manchester area surfing the web are presented with Manchester United shirts rather than merchandise from a London football club.
By making the content more relevant to the consumer, improved clickthrough rates can lead to increased revenue and reduced costs.
"Advertisers need to cut through the vast clutter of the internet to increase the reach, relevance and response of their messages," he explained on the website.
This week, a spokesperson for digital marketing organisation TGB championed the use of behavioural advertising as a technique for more effective lead generation.

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