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Local Search
Most mobile phones, especially “smartphones,” come equipped with integrated GPS
functionality. A smartphone – such as the iPhone – is a mobile phone offering
advanced functions, including operating system software, email and Internet
capabilities. Marketers can apply geocoding technology to ascertain the
smartphone user’s location, and then deliver dynamic content to that specific
user. This technique is known as mobile-search advertising.
Other businesses use
geocoding technology to deliver more relevant content to
Internet visitors – to create better relationships, and improve customer
satisfaction and retention rates.
HelloMetro – a global network of city search guides – provides Web site visitors
with the ability to identify local restaurants, hotels, businesses and
attractions in targeted ZIP codes and neighborhoods in all major cities in the
U.S. This is the power that geocoding provides. HelloMetro’s “hyperlocal”
searches are powered by Maponics, a
custom mapping and GIS data company.
For instance, if you’re driving to Los Angeles, and you want to know what the
movie times are for a theater located in the city – you go to an online movie
venue – such as HelloMetro – from your smartphone. You type in the city’s ZIP
Code, and the site automatically delivers targeted content based on your
location.
Geocoding also enables GPS navigation applications to deliver targeted messages
to your cell phone based on your actual physical location (lat/long coordinates)
– without the user having to type in a ZIP Code. For example, several
smartphones, feature applications that allow its users to locate local parking
structures, on the way to their destination. This GPS-enabled application finds
the user’s current location and provides a listing of nearby parking structures.
Back to Point A to Point B:
Different Geocoding Approaches
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