Home / Industry

IP Geolocation: Four Reasons It Beats the Alternatives

The rush is on. Marketers have seen the value in understanding where website visitors are located and personalizing content, such as special offers, pricing or news. Website visitors enjoy a more relevant experience when they receive personalized content — one that speaks to "me." They return the favor with higher click-thru rates and — ultimately — conversions.

If you're shopping for a solution to help you reach these goals, here are four reasons IP geolocation should be at the top of your list. Gleaning high-value business intelligence from IP addresses, geolocation technology delivers BIG where the alternatives fall short.

Personalize web content with or without cookies

With IP geolocation, you can tailor your storefront based on the visitor's country, region or city, and other factors like time of day, current weather or venue (airports, hotels, etc.). While cookies do allow you to customize content, they can present problems. First-party cookies, for example, require you to collect information on the first visit — and asking for information right off the bat can turn off potential buyers. Third-party cookies, meanwhile, collect geolocation and other valuable data, but they are getting a bad reputation due to privacy concerns. Because of concerns related to cookies and privacy, many people use browser tools to block cookies aimed and preventing outside organizations from gaining personal and behavioral data. IP geolocation allows you to customize content for privacy-sensitive users.

Content Localization based on browser settings

Examining the user preferences in the browser can give you basic localization information such as language and time zone. Knowing the time of day visitors are reaching you online, and presenting your content in their preferred language, will ensure a basic level of engagement. Using browser settings is easy, but it does not provide the full impact of localized content that considers regional aspects of language and geography. Improve your message even further by considering variations in dialect and slang. Adjust your focus by knowing whether they are within a coastal, mountain or metropolitan community. IP geolocation provides the capability for more granular, targeted localization.

Locate visitors without the opt-in hassles of GPS apps

In the mobile space, GPS-enabled applications can find the precise location of smartphone users in relation to nearby businesses. Sounds good, especially if you're marketing a local restaurant or store. But here's the rub: these location services are usually opt-in. Users must first decide to let you find them. Again, privacy-minded consumers often say, "no thanks," greatly shrinking your target audience and deflating your campaign. IP geolocation offers a privacy friendly alternative to GPS.

One IP Geo solution that works across all media and environments

Every device that connects to the Internet gets an IP address. Given an IP address, Neustar IP Intelligence can locate the user, many times all the way down to the postal code, without additional software or user intervention, and while respecting user privacy preferences. For more than 10 years we have maintained a database of all routable IP addresses throughout the world. Using IP geolocation, you can manage your customer experience using one technique that works across all user media and environments.

Remember: you only get one first impression. It's important to make the most of it instead of risking the loss of a business opportunity.

IP geolocation, it's the smart way to customize content and show you know your audience. Want more details? Learn more here.

About Neustar


Neustar,Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services and data analytics, enabling marketing and IT security professionals to promote and protect their businesses. Learn More

Related topics: IP Addressing, Web

WEEKLY WRAP — Get CircleID's Weekly Summary Report by Email:

Related Blogs

Related News

Explore Topics

Industry Updates – Sponsored Posts

Mobile Web Intelligence Report: Bots and Crawlers May Represent up to 50% of Web Traffic

DeviceAtlas Brings Device Awareness to HAProxy

Verisign Launches New Monthly Blog Series: Top 10 Keywords Registered in .COM and .NET

Standards and Browser Compatibility

.nyc Goes Public to Brand the Big Apple

Mobile Web Traffic: A Dive Into the Data

Four Reasons to Move from .COM to Your .BRAND Domain

Dot Brand: Why Your Brand Needs Its Own Top-Level Domain

DotConnectAfrica's Executive Director Sophia Bekele Keynote Remarks for the ITU's Girl's ICT Day

Join dotMobi at World Hosting Days 2014, April 1 - 3

Social Networks Likely to Lose Grip on Brand/Consumer Conversations in Wake of New "Dot Brand" TLDs

dotMobi and Verio Introduce goMobi Mobile Website Solution in Europe

Small Business: Extracting More From An Online Presence

Maximizing the Mobile Web User Experience: Tips of the Trade

Neustar Names John Caldwell Vice President of Media and New Ventures

Dyn Research: Where Do Companies Host Their Websites?

The Ratings Are In: Measuring .ORG's Trust and Success in Numbers

dot Brand or dot What? Consumers Unaware of New TLDs, Including .Google, .Microsoft and .Nike

Nominum Releases New Security Intelligence Application

New Nixu NameSurfer 7.3 Series Powers the Software-Defined Data Centre

Sponsored Topics



Sponsored by

DNS Security

Sponsored by


Sponsored by
Afilias - Mobile & Web Services


Sponsored by
Afilias - Mobile & Web Services