The use of geo-targeting in Maltese businesses

Abstract

This study attempts to interpret the use of Geo-targeting in Maltese Businesses, by examining various literature regarding the methods and techniques to be used with Geo-Targeting; whilst also looking into GDPR and other legislations that may affect how this strategy is used. This literature was then compared to the findings that the researcher made by the use of a qualitative research, with nine participants. These findings were interpreted to gather knowledge about how Maltese Businesses were making use of such methods and techniques mentioned in the literature review and be able to grasp a solid understanding of the level of Geo-Targeting in Maltese Businesses. It appears that there was no such research carried out beforehand in regard the use of Geo-Targeting in Malta. The qualitative interviews were conducted as semi-structured interviews. Such interviews were mostly carried through phone calls and two participants answered the questions through an email. These interviews were useful to provide a better understanding of how businesses in Malta are making use of Geo-Targeting. The findings from the research show that even though Geo-Targeting is being used in Maltese Businesses, it is still a new Marketing Technique in Malta and it is not being used to its full potential. Businesses feel that Malta is too small as a country, whilst costs do not value the outcome of this Marketing strategy with respect to other marketing strategies currently being in place in Malta. These findings can also be perceived as a lack of understanding about Geo-Targeting in the Maltese Islands. Additionally, if businesses have better knowledge on the subject and are willing to adapt to the new changes, Geo-Targeting can be a useful tool for the Maltese Islands.