Geofencing is a marketing strategy where a geographic boundary is placed around a point of interest. Devices that are already within the geofence, or have entered inside the geofence in the past can be targeted with digital ads.
The modern age of geofencing even allows us to build audiences of people who visited a certain location in the past, or who frequently travel to a location. We can also target a specific demographic within a certain geofence, for example, “Women age 23-65 within 5 miles of Jax Beach, FL.”
There are some great marketing applications for geofencing that can give a business a competitive advantage. A business that advertises a superior offer to an audience within a small geofenced area around a competitor will gain customers who would have otherwise bought from their competitor. A real-world example of a geofencing strategy would be as follows:
Tire Store A sells four new tires for $600. Tire store B, a competitor, could utilize a geo-targeted ad campaign that targets a one-mile radius around Tire Store A with an offer for four new tires for $550. Customers who may have gone to the Tire Store A will begin seeing ads for the better offer on their smartphones when in games, social media, news, blogs, and websites. The result of this campaign will be many potential customers of Tire Store A choosing to go to Tire Store B because Tire Store B has a more attractive offer.
Geofencing is a sophisticated marketing strategy that requires an experienced marketing professional to execute properly. If you are interested in implementing a geofencing strategy into your marketing plan contact the experts at Integrated Web Works, we are here to help.
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