Ever wish you could gather all your customers and prospects in one area, so you could market more effectively to a captive audience?
While this may not be practical in a literal sense (and actually the idea sounds a bit creepy), marketing technology has made it possible in a virtual sense: with geofencing.
Related post: Should I Geo-Target My SEO Campaign?
What is geofencing?
Geofencing is a location-based technology service that uses global positioning (GPS) or radio frequency identification (RFID) to define a virtual geographic boundary.
Smart marketers leverage this tech to create a “virtual fence” around their ideal customer or prospect base. Once a virtual boundary is established, marketers can create triggers that serve ads or send texts, email alerts or app notifications when a customer’s or prospect’s mobile device enters or exits the fenced area.
Why should you put a virtual fence around your customers?
The simple answer? The smartphone. Geofencing has become an incredibly important marketing optimization strategy because individuals rely so heavily on mobile technology. People are always “on the go,” using their smartphones to research products/services, find deals and make purchases.
What does geofencing look like in practice?
A restaurant, for example, could use geofencing by establishing a virtual boundary around the shopping district in which it’s located. Next, they could create a PPC ad (e.g., offer a free appetizer) that’s served only within that boundary. Then, when a potential customer enters the shopping district and launches their web browser, they could see the offer and potentially visit the restaurant.
Simple – and incredibly effective!
Here are a few other reasons geofencing is a smart marketing tactic:
- Reach customers at the right time and place. Geofencing allows you to trigger messages and ads in real-time, piquing consumers’ interest when they’re in the ideal place to make a purchase.
- Stay top-of-mind. By communicating with your target audience at the right time and place, your message reminds consumers to choose your brand.
- Control costs. Geofencing only engages consumers within a highly specific location, so it prevents waste in your marketing budget.
- Gather marketing intelligence. Even if a geofenced ad or notification doesn’t trigger an immediate visit or sale, you’ll get valuable information about your target audience’s location, which may help you further refine your targeting efforts and communications.
Need a more targeted approach to marketing?
BARQAR’s experts use the latest tech and smart marketing strategies to help you reach customers and prospects. Convey the right message. And drive sales. Contact us for a free marketing consultation today.