There is no doubt that hyper-targeted, location-based marketing is at the forefront of digital marketing worldwide.
Specifically, location-based marketing gives marketers the opportunity to reach their customers based on places they visit, allowing them to create specialized push notifications, specific ads, and more.
With geofencing, you are able to set a unique marketing boundary so that when customers enter it, it allows you to send them specific, targeted messages.
Today we want to discuss the benefits of geofencing in advertising and how you can implement it in your digital marketing strategy…
What is geofencing?
Geofencing advertising is location-based marketing that lets you advertise to smartphone users in a designated geographic area. It is location-based and relies on a mix of GPS, Wi-Fi, radio-frequency identification (RFID) and Bluetooth.
It works in three easy steps…
– First, a virtual boundary is created around a physical location. Usually, this is a standard radius, but occasionally you can create a polygon or geometric radius to reach certain landmarks, areas, or buildings.
– Next, a user and their mobile device will enter the geofenced locations.
– Once they enter, an ad from your campaign will appear on their phone.
The key benefits of using geofencing advertising
Geofencing allows you to easily reach customers who have visited your competitors or visited a certain place in the past. Addressable geofencing also allows you to target individual businesses or households by creating a geofence around each address. You can then target those users across multiple devices.
Geofencing with conversion zones can give you better data on tracking and measuring online-to-offline conversions. The way this works is a conversion zone is set up by using a virtual boundary around your business. If a prospect visits your conversion zone after seeing an ad associated with your campaign, they will be counted as a conversion.
How to implement geofencing
Setting up geofencing is easy, and we can help! All you need is an app, GPS coordinates and a campaign that is proactive. Before you begin marketing with geofencing, make sure you have a clear understanding of your customer demographics and who your target market actually is. This will ensure your promotions are successful and reach the right people.
You also want to make sure to keep your geofencing radius within 4-5 minutes of traveling time. If you are in a city where most people walk, this needs to be a 4-5 minute walking radius and if you are in an area where most people drive, then 4-5 minutes traveling time by car is ideal.
Once you create your geofence, set up “enter” and “exit” events. Someone entering your geofence is the best time to inspire action, so if they get within 200 meters of your store, for example, you might want to send a push notification including a discount or special promotion to encourage them to stop by.
Be sure to design ads, GIFs or video content that catches your audience’s attention. Use copy with a clear call-to-action.
Our team at Problem Solvers can help you strategize, create, implement, and analyze geofencing advertising campaigns this year.
Contact us today to get started or to learn more about this personalized, location-based digital marketing technique.