While running a business, you must be in à la mode with the trends and technologies to help your business. You do not have to reinvent the wheel. Instead, you just have to follow the lead of people who have succeeded before.
In today’s blog, we will discuss geofencing. Geofencing isn’t a new trend, but more and more brands are using and evolving mobile advertisement strategies to reach their target audience. It is continuing to become a tool which is proving invaluable for marketing.
Have you ever wondered why you have been receiving messages about buying accessories right after you purchased a new smartphone, or you had received a notification when you passed by a store while thinking of buying items?
If this sounds relatable to you, then it is because of Geofencing.
What Is GeoFencing Marketing
Geofencing marketing is location-based marketing, creating a virtual boundary around a predefined location with the help of GPS. This marketing format targets users within an established geographical location and delivers messages based on the areas they are currently or have previously visited. The purpose of GeoFencing is to attract customers in a specific area, and to detect the presence of the user within the fence.
Being at least 50 metres away from the place, they may receive notifications about the particular place.
Steps To Set Up Geofencing Marketing Campaigns Are:
- Set up your physical places using Geofences.
- Location analytics to measure campaign effectiveness and improve performance.
- Deliver contextualised notifications when users leave, or enter specific locations.
Why Should Businesses Adapt Geofencing
Geofencing has been an effective approach with customers through mobile. Also, studies state that location-aware notifications have been found to be more influential than standard push notifications. Below are a few reasons why businesses should adapt geofencing.
- With the help of mobile geofencing, location intelligence and behavioural data are incorporated, helping in audience segmentation and sending apt notifications.
- Businesses should use geofencing marketing as it is proven to be targeted, personalised and a timely tool.
- It helps in retargetting your customers who have visited a specific location or engaged with your campaigns to deliver a special offer or promote your loyalty program.
- 60% of customers search for local information through their phones.
- 40% of customers search for information while on the go.
- 70% of customers are ready to share information if rewarded with something in return.
- Home and trade services rank among the industries with the highest secondary action rates.
Benefits of Geofencing Marketing
Geofencing marketing can turn out to be extremely beneficial for brands as it could increase brand awareness and engagement and could also increase the business revenue.
Instant Advertising
Instant Advertising is a cornerstone when it comes to the benefits of geofencing marketing. As the person enters a geographical location, they will get a notification of a particular brand and will also see an advertisement based on the physical location.
Better Engagement And Awareness
With geofencing, it is presumed that the audience targeted for the ads are interested in your brand. Hence, a higher level of engagement is anticipated in due course, eventually leading to increased conversion rates, engagement, and more brand awareness.
Real-time data analysis
Real-time data analytics with Geofencing marketing on various offers and campaigns provides valuable insights for business. It also helps with SEO, and can make required changes in geofencing advertising campaigns.
Better Results On Return On Investments
With Geofencing, people are targeted based on specific locations considering their likes for your product increase their chance of purchasing the product, with much less persuasion.
Moreover, while using geofencing marketing tools for geofence marketing campaigns, the marketers will not have to invest money in targeting areas and audiences where it is not required. Instead, it eventually increases your return on investment.
Geofencing Marketing Tips
Moving over to geofencing marketing tips, as there are some tips which will help brands and businesses to plan their geofencing marketing campaigns.
Set Your Parameters
Setting your parameters can be very helpful as it helps the geofencing marketing to be precise. Set the proper geographical area you wish to cover and avoid spending extra money.
Establish A Targeted Audience
Not only with geofencing marketing, but with any digital marketing, it is important to establish an audience. Randomly advertising will not help the brand as it will be both a waste of money and effort. Hence it is important to set up a targeted audience. Set a filter based on the interests and demographics of the audience.
Deliver Relevant Content
While you create geofencing marketing content more precisely about the brand, try to connect with the various events and days which are celebrated in that area, as that will make the content stronger.
A/B Testing Your Geofencing Marketing Campaigns
There may be multiple content that you may have created. Now you can use these content and test with the audience, which serves better. This will help from the content perspective on what more can be done to make the marketing campaigns better.
Add CTA
Adding a CTA to marketing campaigns is essential, as CTA helps the interested section to act immediately, helping you increase the sales. Subsequently, it should be engaging and exciting to keep the audience’s interest and persuade them to take the right action to support your brand.
Different Types of Geofencing Techniques
Social Media Advertising.
Social Media advertising is also an efficient Geofencing technique as social media uses location information to showcase ads to the audience. Targeting through geofencing is quite easy now as there are a large number of social media users logging in through their mobile phones.
SMS Geofencing.
An automatic SMS can be sent to the customers when they move within the geofencing location, encouraging them to visit or take advantage of the current offers. SMS geofencing is one of the most effective forms of Geofencing techniques.
Display Advertising
Saved the most popular one for the last. This technique is quite popular and used by big brands. In advertising campaigns, they incorporate a specific IP address or mobile location, which in turn allows the ad to be released in a controlled way to specific people and locations.
Geofencing marking is a vital marketing tool to target the audience and achieve your business goals. When used effectively, you’ll receive conversions such as open rates, redemption rates, sales and greater brand loyalty to grow your business hyper-locally.
Big and small brands are now using geofencing marketing to promote their products and services, helping them increase their reach and the rate of conversions and return on investment.