Everywhere you look online, marketers are telling you that you need to use digital, but what are you supposed to do? Where are you supposed to start?
In our “Demystifying Digital” series, we’re going to discuss a variety of digital marketing tactics and describe what they are, how they work, and how you can use them in your current and future digital marketing ventures.
This month we’re going to discuss Geofencing.
What is geofencing?
Geofencing is a digital marketing strategy that allows you to target customers with mobile ads whenever they are within a designated geographic location. Using location-based technology, you can create a digital “fence” around any geographic location you choose—e.g., your own store locations, a competitor’s business or an entire neighborhood.
When mobile phone users enter or pass through your assigned perimeters, GPS technology flags them so your system can deliver targeted, timely ads to their phone, tablet or other web-connected device.
Let’s say you’re a clothing retailer in a competitive suburban area. By geofencing a few blocks around your store location, you can reward past shoppers in the area with timely loyalty sales or promotions to drive them back into your shop while they’re in the neighborhood. Or you may choose to geofence a competitor’s store, and send competitive ads to consumers you know are already looking to buy.
Pros of geofencing
- Allows you to target past or potential customers whenever they are near your business.
- Allows you to target customers of your competitors to win over market share.
- Provides timely, relevant offers to consumers who are more likely to act immediately.
- Gives additional marketing campaign performance metrics.
Cons of geofencing
- Better for marketing consumer goods and services.
- Can be interpreted as an invasion of privacy if overused.
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