New Digital Marketing Technologies: Geofencing Explained:

Digital Marketing Agency Geofencing a train station

New Digital Marketing Technologies: Part 1

With new technology, marketers are able to use data in ways they haven’t before been able to. Where tracking cookies made digital marketing more targeted, there are new strategies to help our digital marketing agency get even more granular.

Over the next few blogs, we’ll be covering new technologies for you to implement in your overall campaign. Fortunately, you don’t have to memorize the ins-and-outs of these new tactics; That’s what we’re here for! We’ll help you understand the basics and illustrate the value, so you can utilize these new marketing methods to benefit your business.

In this blog, we cover geofencing: what it is, and how it can help you grow your business.

What is Geofencing?

Geofencing isn’t new technology, but it is new for many of our clients. Terms like location data, geo-targeting, conversion zones can all feel a little daunting. In fact, geofencing can be somewhat complicated. Let’s break it down.

Geofencing takes mobile marketing to the next step by giving companies the ability to target mobile users who have visited a specific location. These locations can be as small as a store location — even excluding the parking lot — or perhaps as big as a ski resort.

Upon choosing your location, geofencing platforms use a combination of GPS and radio frequency identifiers to construct a virtual boundary around the location.

When users enter into your geofenced location, and they fit a demographic you chose to target, they are served ads ranging from push notifications to mobile advertisements.

What does this technology mean for your business?

Increase Store Visits and Sales

Since you can target users in a defined area, your ability to improve your marketing’s local performance is enhanced with geofencing. Now, you can serve ads to users who are near your store, reminding them to stop by for a visit.

You can take store visit ads to another level by remarketing users with content they already viewed on your website. For instance, a running shoe store can remind a potential customer of the shoes they abandoned in their online cart. Then, when the mobile user is near the store, they see the shoes they almost purchased, and they stop in to complete the transaction.

A general rule of thumb is to serve ads to users who are within a 5-minute drive of your business location. A bigger radius won’t help to encourage users to visit your store.  

Improve Your Audience Targeting

All digital advertising methods have some version of targeting capabilities, and most of these technologies utilize cookies or online behavior to determine certain demographics.

But what if you know what your target demographics are, but you want to narrow your audience even further?

Through geofencing, you can reach the right people in the right location, making your advertising more effective. Some possibilities include:

  • Targeting competitor locations to serve ads to mobile users you know are shopping for similar products.
  • Geofencing locations where a mobile user would potentially require service that your business provides.  
  • Serving ads to mobile users near your store location, encouraging them to come inside.

Tips for Success

Geofencing will improve the targeting capabilities of your advertising, but that won’t matter if your message isn’t clear and enticing.

Make sure your ads have a strong call-to-action that incites an immediate response. Remember, your goal is to encourage users to visit your store when they’re close by. If your CTA doesn’t elicit this response, consider altering your message.

Before sending your ads across thousands of websites and applications, consider the best time to send them. Are they better served while they’re at the location, or should they receive the ad after they leave?  

Some platforms can serve ads to mobile users 90 days from when they visited a certain location. This strategy may have great potential for some businesses, such as a personal injury lawyer who wants to reach accident victims. It is likely ineffective, however, if your goal is to encourage business from potential customers near your store.

If you aren’t sure how best to reach your goals, or you don’t know where to start, our team is ready to help. With over 20 years helping businesses increase their sales through marketing, we can help you define your goals and execute a strategy for success. Call us today to get started.

For more on new digital marketing technologies, be sure to read our part 2 and part 3 blogs where we cover new ways to reach potential customers in their homes.

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