• Digital Media Lab

Geofencing 101

As the clock struck midnight on New Year’s Eve, millions of individuals were thankful to put 2020 in the rearview mirror, and rightly so, with challenges unlike any other, we are still very much feeling the effects and turmoil of the COVID 19 pandemic, but still hopeful 2021 will be more gracious. While it might be hard to find silver linings from the previous year, many businesses adapted to the changes, constructing new business models, getting creative, and rolling with the punches.


As businesses offer more online shopping options, curbside pickup, and other solutions, it might be a good time to consider reallocating your marketing dollars in areas you might not have thought of before. If you haven’t considered geofencing, now might be the right time. It’s no surprise that businesses, restaurants, and other services have shifted past the traditional brick and mortar, so expanding your customer base is more important than ever. With geofencing, you can apply digital marketing solutions to target specific customers and watch your traffic grow!


What are Geofences?

Geofences are defined as the virtual perimeters for a real-world geographic area. (Wikipedia)

David Sim references geofence tips from Placecast CEO Alistair Goodman’s recent presentation at O’Reilly’s Where Conference. Goodman suggests that by linking data about the customer’s preferences with the location, it makes the data richer and the message more relevant.

For example, at what type of place is the user (mall, stadium, park), and what’s the weather like? What do the users want to be notified about, when, and how often? Another key point is the need to find relevant locations—not just the retailer’s store, but also other places where the customer is likely to be receptive to the offers.


  • For example, you might promote dog food or pet stores at a dog park, or a promo for a sports drink around a gym, or the sponsor of a concert around an arena.


  • What relevant locations can you use to tie in with marketing for your business? What other data will help make your offer more relevant for the user?


Key Benefits

  • Increase Engagement

  • Better ROI

  • Detailed analytics gives you a real-time picture of your customer’s and their engagement

  • Determine customer’s spending habits

  • Enhance local sales

  • Make your customer’s experience more personalized

  • Increase your brand awareness

  • Stay on top of competitors


Mobile geofencing is just one of the many ways businesses are adapting to the changes and coming out ahead. At The Digital Media Lab, our experts will help you deliver your message based on physical location of the prospects, including those that have recently visited your store...or your biggest competitors! Contact us today to learn how!


Sources:

https://www.socialmediaexaminer.com/location-based-marketing-tips/


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