One of the latest and probably popular marketing strategies of the time
is Geofence Marketing. A specific and targeted digital marketing tool, this
technology uses the location of the user to cleverly advertise services or
products that are available in the vicinity. Businesses use this technology to
target audiences in these predetermined “zones” or geofence, taking their ad
campaign a step forward by personalizing it with the location. No longer does
the traditional motto of advertisements alone pulls customers reign, instead,
brands are increasingly looking at advertising where customers are
geographical, to benefit from the location.
So how does it work?
Simple! The user
participates by using an app on their smartphone that provides permission to
access their location or web service, through the internet. This ensures the
user’s privacy isn’t invaded otherwise. Once the user’s location is recorded,
personalized ads are shown to the user. Marketers are increasingly opting
geofencing as it helps narrow down your target audience and has proven to make
online ads more effective. Imagine a customer walking through a shopping mall,
see the ads displayed by the stores within the proximity and prompts the user
about discounts to avail. This is possible through knowing something as simple
as the user’s geographic location. Analyzing smart data gathered is also
possible through geofence marketing to get important insight into a customer
that could potentially help push sales for the future. Partnering with the
right Geofencing Marketing company can definitely benefit your business,
especially if it’s a local one.
Here are some basic rules around
geofencing marketing:
1.
Geofencing has no fence on channel
Geofencing is not limited to
mobile phones only and can be used literally on any platform including desktops
and tablets. For example, if your ad campaign requires the user to be on their
phone for a set period, a mobile geofencing campaign works. More so
if the user location and your business are in the same proximity. This brings
us to the next point.
2.
User must engage with mobile
The user must be able to look
at his phone without distractions. If the phone is tucked away in their bags or
pockets, or worse, forgotten in their car, geofencing marketing through mobile
may not be effective. This retracts any opportunity for you to guide them to
the spot you want them to be. For geofencing marketing to work best through mobile,
the user must also be engaging in a web browsing session or an app that asks
for location permission. Think about how social media apps and platforms using
geofencing could benefit your brand.
3.
Prompt user’s action
Think about what you want the
user to do after they view your personalized ad considering their location. If
they’re walking, geotargeting can prompt the user to visit your store
immediately.
Using Geofencing has proven beneficial to business conversion. Companies across the globe are beginning to realize the benefit of this technology and are ready to invest through SEO, Web design, Social Media, personalized campaigns, all through Geofence marketing.
