5 Marketing Apps That Can Benefit from IP Geolocation Capability Integration

Location has always been and remains an integral part of effective marketing and sales. Finding the best site for an office or establishment is, in fact, one of the first decisions that any startup makes. In the long run, that would determine the success or failure of a company.

The same tenet holds for online businesses. Companies need to be where their target markets are. In a “mobile” world, that could translate to making marketing apps IP geolocation-capable. But what specific use cases exist in this context for IP location? To answer this question, we identified five marketing apps that many businesses use and can benefit from IP geolocation capability integration.

CRM Software

Customer relationship management (CRM) software lets marketers track every client phone call, email, or chat message without the need for tedious note-taking. It continually updates a customer database with every interaction or transaction. It also gives users the ability to identify which communication method works best for every customer.

Not all customer interactions, however, happen from the comfort of their homes. In some cases, the client may be traveling either for business or pleasure. That is where IP geolocation integration into CRM applications comes in handy. A location-enhanced CRM software instantly tells a marketer where a customer currently looking for the company’s product is.

For companies with multiple locations in various countries, an IP geolocation-enhanced CRM application can quickly point the roaming client to the nearest physical store to make that purchase.

Email Marketing Applications

While some may argue that marketing emails are a thing of the past, studies prove otherwise. Most buyers around the world prefer to engage with vendors via email, bypassing those advertisers who rely on managed content (i.e., blogs and similar platforms) and social media.

Given that, digital marketers may do very well to keep their email distribution lists up-to-date and enriched with location data. That way, they can continue to give existing and incoming customers the personalized experience they deserve. IP geolocation application programming interface (API) integration into email marketing solutions can pinpoint customers’ current locations. That makes it easy to serve them notices of sales and discounts via email in their locales, which hopefully translates into much-needed conversions.

Marketing Automation Solutions

Marketing automation programs help users scale their advertising personalization efforts. Companies with growing customer bases benefit most from these, as they can take a hands-off approach to enhancing buyer experience.

Examples of this include Autopilot, Marketo, and Pardot, which allow users to track yet-unknown website visitors’ behaviors. It guides potential customers throughout the buyers’ journey with personalized messages sent to their preferred channels—text, email, or even snail mail.

IP geolocation integration into marketing automation software can pinpoint any site visitor’s location without being obtrusive. That way, vendors are sure they are pointing new customers in the right direction.

Analytics and Data Visualization Programs

Every marketing team needs powerful analytics tools because they cannot measure their campaign performance without these. If that is the case, they would not know if their efforts are prod

Tracking each website visitor and how they interact with it without asking for personally identifiable information (PII), which, let’s face it, is not something most people want to give out, is doable with IP geolocation integration. With a location-enhanced analytics and data visualization solution, digital marketers can see which of their wares are gaining attention and focus on peddling these.

SEO Tools

Last but definitely not least on our short list are search engine optimization (SEO) software. SEO has been critical for online businesses given that more than half of a website’s traffic today comes from organic searches.

Getting one’s site on the top search engine results pages (SERPs) is thus a primary goal of every digital entrepreneur. Not only do SEO tools help users achieve that goal, but they also help spy on competitor strategies, find unique link-building opportunities, and optimize content for search engines. Some may not know, though, that visitor locations can also boost a web page’s SEO ranking. How?

Integrating IP geolocation capability into SEO software can help tell digital marketers where their clicks originate. That allows them to identify promising markets that they should tap more. By correlating potential customers’ locations with SEO strategies that work (sometimes based on competitor monitoring), they can craft more effective marketing campaigns that are bound to bring in more significant ROIs.

---

Regardless of the marketing application a company uses, it is essential to know where untapped opportunities lie. Integrating IP geolocation capability into marketing tools is one way to convert mere website visits into sales without being obtrusive.