Staff Writer: Carolyn Johnson
Marketing for mobile technology is a fairly new concept. So, then, are the new terms that emerged from such technology. Many of these terms will become common place in our vocabulary, while others may be difficult to get your head around. As an affordable search engine optimization firm, you should be able to know these definitions in order to get a better idea of the mobile marketplace.
When trying to classify and target an audience based on geographic location, in this case the terms “geo-targeting” and “geo-fencing” are often used. Both these terms tend to create confusion for marketers and affordable search engine optimization experts alike, as these two tend to be used interchangeably and, until know, the discrepancies between them haven’t been made entirely clear.
Geo-targeting is a broad term defined as pinpointing an audience. Geo-targeting covers a wide range of geographic locations, though, from country down to the exact address of an individual. It isn’t just mobile technology that’s been utilizing geo-targeting, but any and all sorts of advertising. However, because mobile technology has the special ability to pinpoint the exact location of a person, geo-targeting has been specially used for mobile marketing. Because this term is thrown around so often in the mobile sphere, marketers often confuse this definition as being all about the hyper local, precise pinpointing of location, when geo-targeting is actually a much broader geographic locator.
Geo-fencing is a specific application under the larger umbrella of geo-targeting. Geo-fencing puts up a “fence,” or a parameter around a given area for marketing purposes. Like geo-targeting, this fence could go around an area the size of a nation, or small enough to go around a single person’s home. Geo-fencing is used mostly in mobile campaigns in order to trigger eligible smart phone users in that fenced-in area to receive specific marketing messages or services.
Mobile users have the option of releasing only so much of their personal data when downloading certain apps. With many other apps, however, the user agrees upon releasing personal data in exchange for use of the app. When this personal data is received, it can be a great resource for marketers. Much of this information is about the exact locations of smart phone users, as well as the technology responsible for it.
Wi-Fi ISP estimates a current smart phone user’s exact location in relation to an access point. The user must be connected to a specific network in order for this signal targeting to work. Sometimes the location isn’t accurate down to the exact address, but tends to be accurate within the neighborhood.
A UDID, or a Unique Device Identifier, is a unique code filled with numbers and letters that allows app developers to keep track of devices that have such apps. This practice made headlines in 2010, which made app publishers redefine their privacy protection contracts with smart phone users. Apple also announced it would reject an app that used such a code.
Mobile technology will continue to expand, which means yet more new terminology will come into the fold. SEO marketers should continuously be up to date on new terms and stay current.