Consumers these days are taking digital marketing cues and using social media to guide them through the process of their purchase decision making more than ever before. So, wouldn’t it be great to have a way to show your target audience what you can offer in the moment—when they’re exactly where you need them to be? To influence purchase decisions the most? This is where geofencing comes into play!
What Is Geofencing?
Geofencing is a location-based mobile service that allows advertisers to reach customers through their smartphones when they have physically entered a geographical barrier
How Exactly Does Geofencing Work?
Using GPS, a virtual geofence can be traced around a physical location where you’d like to target customers. This could be a competitor’s location, a mall, a sports venue, or even a specific side of a street. When the customer enters the geofenced location, they will then be targeted with your ads on their mobile device. These ads can be delivered for up to 30 days, reaching potential customers 3 to 4 times per day.
Is There a Way to Track Conversion?
There sure is! In addition to geofencing your target area, a geofence is also traced around one or more of your locations. When a potential client sees your ads on their mobile device and then walks into one of your locations, you’ll be able to learn exactly where that customer saw the ad that triggered them to come in for a visit. How’s that for positive feedback? Not only does this allow you to reach exactly who you want to, but you are then able to track the behaviors of your customers and place a more precise return on investment (ROI) on your ad dollars.
What Does This Mean for Businesses?
As a business owner with a brick-and-mortar location, you have the ability to get extremely creative with this technology. For example, if you’re a dentist who would like to target a new residential development, you could geofence the entire residential complex and reach every new homeowner in that area. Or perhaps you just opened a new sporting goods store and want to reach anyone who enters your local sports arenas. You could draw a virtual geofence around all stadiums and reach every single person who enters, telling them about your new store.
While geofencing is available for all, availability for the conversion tracking feature is limited to brick-and-mortar stores only. However, this should not deter online businesses and service-based companies from testing it out! It’s still an excellent way to target and reach potential clients with a specific message.
'Here at Scorpion, our SEM experts are committed to getting your business in front of the right customers, at the right time. And, what better way to do so, than with a geofenced display advertising campaign? To find out how you can use geofencing and other online advertising strategies, contact our team!