SaaS content management platform for websites and applications built on WordPress company WP Engine has unveiled GeoIP.
This is a new feature that allows commercial programming teams and marketing staff to target web content at users based on their physical location, without using third-party IP detection.
GeoIP promises to enable brands to take a geo-marketing approach to foster what might be a more relevant, targeted and personalised user experience down to a user’s country, state/county, city and even ZIP/postal code.
“GeoIP has allowed us to serve up much more relevant advertisements to our visitors based on what is going on around them at that specific point in time, greatly improving the effectiveness of our campaigns,” said Matthew Hogg, development lead at Blue Ant Media, and GeoIPbeta tester. “As soon as we installed the plugin, we gained immediate access to country, region, and city data for any visitor on any page of our site, all without having to worry about page caches, client-side implementations, or third-party web services.”
A native feature of WP Engine’s platform, GeoIP presents geographically-specific content based on a visitor’s physical location, while staying within the EverCache system.
This (says it makers) eliminates the need for third-party IP detection while preserving website speed and performance.
It also enables website owners to filter merchandise or services that are specific to certain locales for a more localized marketing approach.
This improves marketers’ abilities to serve geographically-relevant content or ads to visitors in different locations; increases legal departments’ ability to display legal notices in certain countries; and boosts engineers’ ability to manage website scalability and speed.
“WP Engine is committed to driving better solutions for makers and marketers at global brands who are looking to improve the customer experience and be more effective with their marketing strategy,” said Tomás Puig, Director, WP Engine Labs. “WP Engine Labs continues to provide innovative solutions built directly into the WP Engine platform, without hindering the world-class performance our customers expect from us.”
- Enhanced Geo-Targeting Capabilities: create a personalized user experience by showing content especially useful or relevant to visitors in a certain location
- Maintain Performance: As a native feature to WP Engine’s platform, there is no speed or performance loss associated with using a third-party service or the need to exempt pages from caching
- Enhanced Marketing Effectiveness: Brands can save marketing/advertising dollars by leveraging WP Engine’s native GeoIP functionality, reducing the need to rely on third-party IP detection tools, as well as boosting efficiency of advertisements through a localized approach.