Geotargeting is a digital marketing strategy in which content or adverts are delivered based on the user's geographical location. By using IP addresses, GPS data or other location technologies, companies can focus their marketing messages on a specific region, city or even a specific area within a city. This enables greater relevance and personalisation of marketing measures, which in turn can lead to increased conversion rates and more effective use of resources.

Geotargeting is used in various forms of online marketing, including search engine marketing, display advertising and social media marketing. A classic example is local search engine optimisation (local SEO), where companies try to become more visible for search queries in a specific geographical region. Another example would be a display advert that is only shown to users in a specific postcode area.

The strategy not only has advantages for companies, but also for consumers. Geotargeting provides them with more relevant offers and information that are tailored to their actual needs and location. This increases the likelihood of interaction and minimises the annoyance of irrelevant advertising.

However, it is important to consider ethical considerations and data protection guidelines in connection with geotargeting. As location data is sensitive information, compliance with data protection laws such as the European General Data Protection Regulation (GDPR) or other local regulations must be ensured.