Geofencing for advertising is relatively a new concept and its popularity has skyrocketed with the increasing number of mobile devices. The geofencing strategy uses signals from potential customers’ mobile devices that activate marketing campaigns. With the tremendous growth of mobile devices, it is believed that geofencing will soon become the most popular strategy in digital marketing. On top of that, it isn’t a complicated procedure to get started with since all you need is an application and a GPS. A geofencing advertising campaign makes sure to communicate your message to the target audience with enhanced precision and process data in real-time.
What Is Geofencing and How Does It Work?
Geofencing advertising refers to direct-to-mobile marketing that enables businesses to serve advertisements to people based on their data such as places they often visit. It’s not merely a zip code neither citywide targeting, but instead the capacity to communicate ads to people that walk inside the targeted areas such as a convention center, a popular event happening, or simply one of your competitor locations. Companies using geofencing for advertising primarily use smart cutting-edge advertising technologies that collect Wi-Fi or GPS from the customers’ mobile gadget to figure out the geographic area and communicate advertisement accordingly. You can always deliver ads to the closest users or who put their geo-marks nearby.
- Aims at a business location to target only the relevant users
- Target competitor’s business location to gain market share
- Communicate promotions or incentives to users that are located nearby
How Geofencing Is Being Used in Advertising?
Geofencing is a powerful technique aims at engaging potential customers based on the “hyper-local” location. If used correctly, it definitely leads to immediate sales. However, it requires a marketing plan to comprehend the collected data. Geofencing campaigns can be set up across diverse online marketing campaigns including search engine advertising, social media campaigns, and digital audio-visual advertising. Let’s walk through some of the common examples of how businesses can use geofencing to expand their digital marketing and uncover the full power of geofencing.
Retail Store: A merchandise can use geofencing in its surrounding area. When users walk through nearby the designated area, you will receive a location-based alert. Subsequently, you can offer an exclusive deal so the potential customers are more likely to shop at your store.
Auto Dealer: An auto dealer can set up geofencing advertising that can target people who are looking for vehicles on various online platforms. The auto dealer can send a direct message communicating the benefits of using their services. That way, the customers are more likely to browse at the advertised location since their need is precisely targeted.
Events: Event producers can use geofencing approach for various music and art shows to the targeted audience. Likewise, artists and musicians can set up geofencing ahead of time to promote their upcoming shows so more audience can be a part of the event. Geofencing technique help in collecting and processing data to understand the mindsets of target audiences. Also, this helps in predicting and preparing upcoming event turnouts.
Go Beyond Boundaries of Distance and Time
Target users when they are indoors or outdoors. Location-based geofencing advertising campaigns aim at targeting the audience at the appropriate time. Consider the Starbuck’s campaign, they intend to target all their competitors that are recognized as coffee and tea houses. By setting a geofence 50 meters around the diverse businesses that lie under this category, they deliver advertisements to people who are in those areas or nearby. The geofencing strategy highlights the competitors’ area that lies in a close enough distance to serve advertisements.
Define Conversion Zones
If you want to get a better sense of how efficient it is and what type of traffic is driving to the designated location, you are good to go with geofencing. Conversion zone tracking target customers who visit the competitors’ locations whether a country or a specific part of the city and define conversion zones where your potential customers convert best. The technique tracks online advertisements to offline foot traffic. Through this approach, you can build various conversion zones either for your location or the competitors’ one. In addition, you can also have insights regarding your advertising campaign such as how many people have actually viewed the advertisement, an approximate number of clicks on ads, and more importantly how many potential customers are converted into the real ones.
Retarget Users on Different Screens
Geofencing advertising helps in identifying the users who saw your advertisement once and convert them using the retargeting technique. As soon as the location boundary is set, the information based on location can immediately generate a programmed action. This might be a notification, SMS message, a push alert, display targeting marketing, allow or forbid certain equipped technologies, or develop and collecting location-based advertising data. Geofencing and retargeting are frequently used in search engine advertising, online marketing, social media advertising, and other tracking and location services.