Geofencing Marketing Campaigns are methods of location-based advertising where consumers are targeted based on their location in real-time about a defined radius (or Geofence) around a specific location. This is made possible by consumers opting into location-based services on their mobile phones.
Geofencing marketing campaigns can attract users into a brick-and-mortar location based on variables defined by the advertiser, including distance from a location, weather, online and offline behavior, time of day, and more. One method of conducting a geofencing marketing campaign (called “Geo-conquesting”) is to attract customers away from competitors as they get close to a competitor’s location.
While geofencing marketing campaigns can be a great strategy, it’s essential to understand their limitations. For example, a geofence to determine whether a consumer is in a location may not be the most proper use. In these instances, it is better to use polygons.
At Digital Wise Media, we have taken Geofencing Advertising to the next level with our Blueprints Technology, which has three different polygon layers for each point of interest: in-store, on-lot, and retail block. This allows for precisely targeted geofencing marketing campaigns.