Geolocation is a feature that allows devices to capture and send the coordinates of the user’s location to the website/web app.
It is extremely useful if we consider that geographical coordinates, integrated with different aspects of marketing, lead into Geomarketing, one of the most influential new methods used for marketing campaigns design.
This feature is included in browsers such as Internet Explorer 9 and up, Firefox, Chrome, Safari and Opera. It is also supported, on a more efficient level, by mobile devices.
From a creative point of view, geolocation allows customization of user’s engaging experience, for instance changing the language of a web design based on the device’s geographical position. It also allows customization of animation elements and interactions in order to show more familiar concepts, related to the user’s country. At the moment this can be achieved by duplicating the design to suite the local markets, but by using a system like geolocation we can avoid it, and simply create one product that satisfies different needs. Good example is Instagram 3.0’s Photo Maps, that allows photo organization and browsing related to the user’s exact position. As mentioned above, IE prior to version 9 didn’t support this feature. The obstacle can be overcome, in a less efficient way, by retrieving the user’s IP address with a server side script. This solution, while not precise as geolocation, could provide the reference of the country where the user is accessing the service.