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Geotargeting: Killing App for Personalization

June 11, 2013

Geotargeting can kill your personalization efforts.

Geotargeting can kill your personalization efforts by elevating location at the expense of relationships.


One of the many fantastic benefits of the digital age is staying connected with your life, even when far from home.

Geotargeting is a deadly assault on that promise of a digital home-away-from-home.

I’ve been travelling for some months, and feeling frustrated.

When I ask for [whatever].com, I want the .com version. Not the local version.

Skype won’t let me renew my subscriptions. The services I use aren’t offered in Paris, where I am today.

We all know that Netflix, Amazon and others won’t let us stream our subscriptions outside the U.S.

Google searches deliver ads for Portuguese businesses, in Portuguese. I left Portugal on April 30. I can’t really read the ads, but it doesn’t matter. I’m gone.

Amazon suggests that if I’m shopping in France, I’d probably like to cliquez ici to get French items and prices. But if I do, I must shop in French. And ask Google to translate the pages! Well, the results are often amusing, so not a total loss, I’ll concede that point.

Google always mentions that it is available in Portuguès, Français, or catala, etc.

This despite the fact that I am logged in to Google. Google, I have been using you for a decade. Have you not noticed that I am an English-only sort of guy? Despite having been in Paris for 2 hours, I am not yet fluent in French.

Skype, we have had a [monetary!] relationship for years. Doesn’t that count for anything?

Amazon and Netflix, can’t you find a way around your licensing problem? If you could, I would restart my subscriptions to your excellent services.

A few of my favorite sites manage to continue to do business with me as if I am still the American I was a few months ago. WordPress. Facebook. NYTimes. Customers.com. Voguepatterns.

Do your geo-targeting tactics ignore your customers’ identities, and undermine your customer relationships?

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One Comment
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