Tech-savvy marketers are increasingly embracing location-based marketing strategies. By these means, they are looking to improve their advertising reach. In other words, they will use smartphone users' mobile location services to point out offers which may be of great interest to them. This is known as geofencing marketing. This can be a method of alerting prospective customers about offers for goods and services within close geographical proximity.
Understanding the pros and cons of using geofencing as a marketing tool is essential for business people as well as their digital marketers. This is especially true for businesses that provide products and services in offline locations.
Why
Use Geofencing?
What sets geofencing apart from marketing strategies for example seo and conversion rate optimization is that it doesn't require prospective customers to actively look for businesses in nearby locations. Instead, it reacts when a smartphone user enters a company’s listed geographic area. Basically, geofencing focuses on mobile users as well as their geographic information in lieu of website content. This will make geofence marketing ideal for local business owners who rely on physical sales.
Businesses take advantage of geofencing because it enables them to narrow in on potential clients for his or her physical stores. However, geofencing is another method of advertising that can be useful to consumers, too.
How Geofence Marketing Helps Consumers
Geofencing improves users' lives and online experiences by giving useful information to assist them to organize their daily lives.
Every day, all of us face the overwhelming mass confusion that's the Internet. Prioritizing advertising for local business is one facet of community-driven social media policies. For instance, consider policies such as those utilized in popular platforms like Facebook.
Consumers also take advantage of receiving strategies for businesses within the areas that are nearby to addresses they've recently visited. This selection distinguishes geofencing from telemarketer calls and spam texts. What’s more, studies have shown that personalized messages from websites improves those websites’ click rates.
The
Mobile-First Approach
Increasing numbers of people connect to the Internet via their cell phones. And geofencing provides marketers with a way of capitalizing on all these mobile users.
That’s because geofencing enhances technologies that have been in common use for a while. Included in this are GPS, RFID, WiFi, and cellular data. Simply put, whenever a mobile user enters a specific geographical area, a number of actions can occur. For example, the consumer will get a push notification or some targeted ads. Additionally, some technologies might be disabled.
This works by setting a boundary round the desired target area using Google Maps, for example. Then the marketer instructs the app they’re working with to reply whenever a user enters or exits that area. For example, the response might be sending a message, posting a targeted ad on social media, or taking some other pre-programmed action.
Geofencing Revitalizes Mobile Apps
Developers create thousands of newly discovered apps every single day. Moreover, most of the apps have were able to obtain “daily use” status. However, most apps fade in to the shadows as users become preoccupied with the latest new tech updates.
But geofencing can help keep app users engaged. They do this by giving insights into users’ behavior as well as their environments. This post is also valuable for online-to-offline attribution, which refers to how online marketing strategies yield offline sales. That’s because users who browse items online can receive alerts about offers within their area. In this way, marketers can stay on top of what their clients’ target audiences need and need.
Marketers also have found that people check instant messages within under five minutes. This fact makes geofencing more efficient than sending emails and social posts in many instances.
Does
Geofencing Compromise Privacy?
Naturally, many users have some concern about any technology that monitors their activity and physical location for entertainment or advertising purposes. With geofencing, however, the client is relatively empowered in lots of ways.
To start with, geofencing always requires upfront permission from users. This transparency ensures users that sharing their whereabouts will enhance their experience. Additionally, it assures them their information is going to be protected, as accessible privacy policies explain.
The Negative side of Geofence Marketing
However, marketers in certain industries use geofence marketing to exploit consumers. For instance, lawyers sometimes use geofencing to focus on er patients. Like a new development in the rapidly progressing digital world, the ethical implications of geofence marketing ought to be further explored.
Where
Are Good Locations for Geofencing?
Before contemplating this question, you'd have to think about the nature from the business you're marketing and the kinds of customers you need to attract. If you're a restaurant owner located in a retail center, for instance, it might seem sensible to tag the shopping center.
Try to pay attention to places that large groups of individuals are apt to be choosing the service you are offering. For instance, if you are marketing for a nightclub and know that your target crowd normally has cocktails and dinner inside a trendy neighborhood nearby, you could utilize that area like a geofence.
Exploiting Competitors’ Special Offers
It could also be useful to learn about specials and discounts a competing business is offering nearby. In this instance, a marketer could target customers who have been within the same mall to visit another store and didn’t realize there was a more sensible choice.
Putting
Local Businesses Ahead
If your company sells physical products or supplies a service inside a designated geographic area, nobody needs to tell you just how you have to translate your web reach into real-life customers. Geofencing helps you save cash on your online marketing strategy by concentrating on several prospective customers who're already prone to visit your store. It may also help establish brand loyalty for any store that users interact with within their everyday offline lives.
Geofence marketing is a great way of reaching customers close to a business's physical location. It will help improve user experience by giving details about what services are for sale to them in their physical locations.
When using geofencing marketing strategies, consider the type of industry you're advertising. Also, look at the people you are targeting according to their locations. A good knowledge of geofence marketing may have a great effect on your business's brand and profits.
