If you have ever seen digital ads for places you’ve walked
by or related to a place you’ve been, you were likely included in a campaign
that leverages geofencing. If you’re not familiar, geofencing involves defining
virtual perimeters using GPS, cellular, RFID, or Wi-Fi signals. These
boundaries can be as small as a single building or as large as an entire city. As
people move through those established geographies, device IDs are captured and
can be used in sophisticated targeting techniques.
This innovative approach allows us to reach our target
audience with unprecedented precision. By setting virtual boundaries around
specific geographic locations, geofencing enables us to deliver personalized
messaging, engage in real-time, and tailor our marketing strategies. We will spend
the next few minutes sharing how geofencing can revolutionize our marketing
efforts.
Targeted Messaging
One of the most powerful applications of geofencing is
delivering personalized messages to users within a defined geofenced area. For
example, we can send targeted notifications to potential customers when they
enter or exit a specific location. For example, if you opened a new restaurant
in a shopping center, a message could be served to people who visit or drive by
the location with a message that the restaurant is now open and to click for a
10% off coupon. By tailoring our messages based on location, we can capture
their attention and drive conversions effectively.
Competitor Conquesting
Geofencing also enables us to engage with customers of our
competitors. By setting up virtual fences around our competitors’ locations, we
can target individuals who have already shown interest in similar products or
services. This technique, known as competitor conquesting, allows us to offer
exclusive promotions, discounts, or incentives to sway customers in our direction.
This is effective for automotive dealerships looking to enhance their pump-out
activity or a small retail pet supply chain trying to entice customers away
from the big names in their space.
Event Targeting
Geofencing is a powerful tool for upleveling event marketing
efforts. By creating virtual boundaries around event venues, we can engage with
attendees in real-time. We can deliver event-specific promotions, exclusive offers,
or timely notifications to individuals within the geofenced area, increasing
foot traffic, enhancing our brand visibility, and generating leads. This
technique can also be used to create post-event activity as the audience can be
retained for up to 30 days.
Behavioral Insights
Geofencing not only provides location-based targeting but
also allows us to gather valuable behavioral insights. By analyzing user
movement patterns, we can gain a deeper understanding of our customers’
preferences and behavior. This data can be used to refine our marketing
strategies, optimize product placements, and tailor messaging to specific
segments of our audience. Imagine that you have several geofences set up and
traffic increases in one and decreases in another. This can inform your programmatic
spend and other advertising channels (i.e., billboards, coupon offers, etc.)
Geo-Conquesting
Similar to competitor conquesting, geo-conquesting involves
targeting customers who have visited specific locations in the past. By setting
up geofences around those locations, we can reach out to potential customers
who have already demonstrated interest in related products or services. This
technique allows for hyper-focused marketing, ensuring maximum impact and
engagement. For example, an auto insurer may want to use geofencing to target
people who visited multi brand auto malls or an online sporting goods store might
want to target devices that visit professional sporting events.
Conclusion
Geofencing techniques have transformed our marketing
landscape, offering us new avenues of precision and personalization. By
leveraging the power of geofencing, we can enhance our targeting capabilities,
engage with the right audience, and propel our marketing efforts to new
heights.
Wrapping up this blog, it’s clear that geofencing opens a
world of possibilities for businesses seeking to connect with their target
audience effectively. Whether it’s delivering personalized messages, conquering
our competitors’ territory, targeting event attendees, or gathering valuable
behavioral insights, geofencing techniques provide us with a competitive edge.
With the right implementation of geofencing techniques, we
can maximize our marketing efforts, drive customer engagement, and boost
conversions. By harnessing the potential of location-based targeting, we can
unlock a world of opportunities and stay one step ahead in our industry.