Geofencing marketing or mobile geofencing is a digital strategy that can enhance the performance of your business. By leveraging the power of geofencing marketing, you can reach your target audience at the right time and the right place. With geofencing, you can create customized messages that resonate with your customers and engage them meaningfully. This technology allows you to track user behavior and gain insights into their preferences so that you can tailor your marketing strategy to their needs. By unlocking the potential of geofencing strategies, you can boost your business and stay ahead of the competition.
What is Geofencing?
Geofencing is location-based marketing. With geofencing, you can shrink down the region you advertise in. It could be as small of an area as a room in a convention center. Geofencing is a location-based technology that uses GPS or RFID (Radio-Frequency Identification) to create a virtual perimeter. Businesses can send automated messaging such as emails, push notifications, or texts when a potential customer enters that virtual boundary. These automated messages are generally mobile ad messages through apps. An easier way for some to understand geofencing for your business is to think of it as a display advertising campaign targeted further by location.
What are the Benefits of Geofencing?
The main benefit of geofencing is that your business can more strategically target your messaging and promotions. Customizing your advertisements to specific locations, whether a bustling city center or a popular concert venue, is a surefire way to increase their relevance and effectiveness. By targeting potential customers in this way, you can tailor your ads to their specific needs and interests, resulting in a higher rate of engagement and, ultimately, more conversions.
Industries that Can Benefit from Geofencing
- Retail
- Restaurants
- Hotels / Hospitality
- Education
- Legal
- Professional services
- Automotive services
- Real Estate
- Events / Conventions
- Banking
Although not an exhaustive list, many industries could benefit from marketing to potential customers in specific locations.
Real-World Examples
Here are just a few ways businesses are using geofencing ads:
- Retail stores can use geofencing to target customers with special offers and promotions in a shopping mall.
- Restaurants can target customers likely to be interested in their food, such as those near their restaurant or who have dined with them.
- Event promotors can use geofencing at a convention center to inform attendees about future events they would likely be interested in.
Have you ever considered reaching out to a group of potential customers in a targeted area to help your business? Let’s get started with geofencing marketing.
Measuring the Effectiveness of Geofencing Campaigns
What is a Geofencing Conversion Zone?
Conversion zones are another way to track the success of your geofencing campaign outside of online conversions. Conversion zones are usually your physical business location. So if you have a brick-and-mortar shop, your shop would be the conversion zone. Let’s use the retail store example from above. Your shop is running a geofencing campaign to promote a sale. We will say you want to promote the deal to people shopping at a competitor’s store. We can set the geofencing location around your competitors (aka geo-conquesting) and the conversion zone around your shop. Potential customers are tagged when they enter the geofence zone and receive your ad. Then when those customers enter your shop, which is the conversion zone, you know that your ad effectively drove physical traffic to your shop. You can further break down the amount these customers spend and how much you spend per ad.
Getting Started with a Geofencing Campaign
- Decide your target area based on your target audience
- Set up the virtual perimeter
- Design ads and copy
- Track Results
Geofencing Services at WCN Digital
Are you ready to take advantage of the power of geofencing? It can be overwhelming when creating your geofencing campaign. You need to know what location to choose and your messaging. At WCN Digital, we can handle strategy and messaging and control your budget so you get the best ROI for your geofencing campaign. Contact us now to get started.
