Nationwide marketing campaigns are neither attainable nor necessary for most firms. The cost is high, and the ads will reach relatively few people who can actually take advantage of the firm's services. Instead, only people in specific areas and jurisdictions need to be exposed to marketing messages. With geotargeting, it is possible to reach very precise groups of people based on location.

Geotargeting is the practice of using information about an individual's location to deliver relevant content,...