Geofencing
As our most popular tactic, a campaign that uses Geofencing can be incredibly precise as to who, when and where it's targeting. And it can be used across a multitude of channels, making it incredibly flexible too.
Geofencing is a type of location based marketing that targets customers where they are by drawing a virtual boundary around a specific location. Once this boundary has been drawn, it then delivers targeted mobile display ads to people who move in and out of that particular location or region.
If you wanted to target people who were in a local music venue, football stadium, shopping centre or even in your competitor’s shop, you would draw a geofence around that location, select the time you want to make it active, and then anyone moving in and out of that venue will be able to pick up your targeted adverts.
Would you like to know more about how Geofencing could work for you?
How it Works
Using Geofencing
Knowing who your audience is and where they spend their time is the best way to optimise results with Geofencing. Making more decisions up front can ensure you drill down into the right detail and only target the specific people you want to target.
Then you need to consider the right message and the right call to action. Remember, you might be reaching a passive as well as an active audience, so keep this in mind, to ensure you can make your adverts 100% relevant.
You can use Geofencing Marketing to drive either online or in person action.
You can even track off-line conversions by setting up conversion zones by tagging the people who see your advert. This means you can geofence a second location to find out if people who saw your advert came to your event or shop.
Target By Interest
One of the main benefits of Geofencing is that more than just targeting people by exact location, you can also target them by interest. If you want to target someone who loves rock music, for example, then Geofence your local arena next time a rock act is on there. If you want to target someone who loves football, then Geofence the next Saturday kick off at your local stadium.
The targeting options are quite vast, so we encourage you to really build your customer profiles before you start to look at Geofencing if you want to maximise this tactic.
Control When and Where
Using Geofencing, you are also able to set a "recency".
This selects users based on how recently they have been in the fence. This allows you to target in real time when they are present in the geofence, or at a later stage - e.g once they have returned home.
This increases the power of the tactic as a user doesn't have to still be in the fence to be targeted. The fence is there to capture the audience. You can then use recency to decide when they see the ad.
Would you like to find out more about Geofencing?
Download our Guide to Location Based Marketing:
