Successful Geofencing Strategies
Do you have ideal customers that typically visit a type of location or attend a specific event? If so, you should consider geofencing as part of your digital advertising strategy.
What is geofencing?
Geofencing is digital targeting based on people’s physical activities. Most smartphone users have at least one app on their phone, such as Google or a weather app, that has requested permission to identify their location.
A virtual perimeter or geofence can be created to capture user ids of smartphones within that geofence and send ads to their mobile devices.
Once the geofence is set, ads can begin immediately and be delivered for up to 30 days.
Where are ads delivered?
Ads are delivered on apps and mobile browsers people use every day. From apps such as The Weather Channel and Words With Friends to mobile browser sites for news, sports and food channels, ads are delivered when your audience target visits and an ad spot is available.
Successful Geofencing Examples
Geofencing is a powerful way to engage people based on hyper-local targeting strategies. Some examples include:
Think Outside The Box
Build geofences where your customers are likely to be. An insurance company that specializes in boating insurance may want to geofence a boat show. A real estate company may want to geofence a large community event as most people in attendance either live in that area or want to live in that area. Would you like to reach those who travel past your location each day on their way to work? Geofence the street intersection in front of your location during rush hour.
Data is Key
Geofencing is one of the most precise ways to deliver digital advertising to the exact audience you want to reach. Even with the geofence, you may still want to eliminate those who are not part of your ideal target audience.
A trade show exhibitor who sells auto manufacturing equipment may be attending a trade show where a variety of industries are in attendance. A data filter can be placed over the geofence so that only those people with professions and job titles in the auto manufacturing industry are included in the geofence.
The ability to geofence using the latest technology is only half of the equation. Strategy that looks at the entire customer journey and reaches ideal prospects at the right time with the information they need is what makes for successful digital targeting with geofencing as a tactic.
Zero In On B2B Prospects With Location Targeting
Nothing beats the personal interaction and connections made at over 1 million trade shows, conventions and conferences hosted each year in the U.S. But it can be difficult to attend every event that is important for your business.
And even when you attend events, often you can only meet a fraction of attendees.
Geo-targeting enables advertisers to reach a geographically defined area such as a town, city or region. Display ads can be sent to mobile and desktop devices within this area. The ads are delivered when your targets in this area go online whether they are checking local news, sports, industry articles or hundreds of thousands of other websites that offer ad spots for sale.
Geo-fencing is the ability to map out a geographically defined virtual perimeter around a small area such as an event or building and target mobile phone users located within that area. Once the fence is enabled, mobile phone IDs are collected. Ads are sent to those mobile phones wherever the user may go while surfing the web. These ads are delivered during the event and through varying time periods after the event.
Geo-Fencing has improved dramatically in just the last few years where a wider array of tracking tools are used including Wi-Fi, GPS, RFID as well as app data. It’s now common for mobile phone users to have several apps that requested permission for location data such as weather and news apps. This wider range of tracking tools enables greater geo-fencing capabilities.
Target your showrooms to deliver timely messages to visitors.
Target competitor locations and send your ads to their customers.
Manufacturers may want to target showrooms of retailers to promote their products.
Target events and tradeshows where your prospects are target rich. Send messaging during and after the event.
A number of strategies can be used to drive your marketing efforts to these target audiences. A customized ad that speaks to this very specific group with messaging that resonates with them will drive higher interest in your ad. Traffic from these ads can take visitors to your website. Or to a specially designed landing page that carries the same theme as the ad, maintaining customized messaging. The stronger the connection with your ad, the higher the conversions.
Some code can be placed on your website or the landing page so that these same visitors from your event can be retargeted and receive additional ad messages to drive even more conversions.
You now have an audience segment related to this event that you can move through the buying process from collecting their email addresses to converting to customers.