Geofencing Marketing Companies
Geofencing Marketing Ad Companies, like Digital Wise Media, can help you target competitors and particular audiences with ads. Most business owners have tried promoting their companies in several ways. But what if you could funnel prospective customers from your competitors’ alley right into yours? Wouldn’t it be fantastic if it was ethical and acceptable to stand in front of your competitors’ businesses and target their customers and tell them about your brand? Geofencing is the single most effective way of doing so. It is opening a massive world of possibilities for businesses to bring in more sales, create engagement, and a loyal customer base from a market that you have not been able to tap into in the past.
Geofencing is a location-based service that allows businesses to engage with their target audience and send relevant messages whenever their mobile devices enter or exit a virtual boundary marked by the brands. For geofencing to function successfully, we use both first-party and third-party data. First-party data is when the user is physically in the space and is shown the ad. Third-party data collects, groups, and enriches information from 90 days to understand behavioral changes. This helps deliver unparalleled scale and precision in mobile location targeting.
Geofencing advertising with us helps you gain insights into the customers’ activity around your store or business and consistently maximize brand value and loyalty. At Digital Wise Media, we allow you to target or retarget customers who come across any geofences and mark even the competitors’ locations. We also track offline conversions to gauge advertising success in a better manner.
Geofencing is easy with Digital Wise Media. We will help you strategize and create a winning campaign with tracking in place to monitor the results. Think about how these factors would benefit your business. Consider different aspects of your marketing strategy, including:
- Customer demographics (of the locals)
- Travel radius (four to five minutes travel distance)
- Call to action (requiring immediate action)
- Customers’ privacy (make the engagement safe and comfortable)
- Targeting techniques (implementation methods)
What is Geofencing Marketing?
Geofence marketing is the ability to place ads, banners, and text ads to serve a specific audience or target market based on location or particular demographics. Businesses can target specific areas to communicate company branding, promotions, sales, or other promotional messages to anyone for the specific geofence. This location-based marketing practice uses GPS points, Wi-Fi, Bluetooth, mobile data, or radio frequency identification (RFID) to define a virtual barrier. Once this barrier or fence is established, alerts are sent to those smartphone users who enter, exit, or remain parked in this pre-defined geographical location, geofence, or geotargeting.
Why Use Geofencing?
From retail, businesses, and transportation companies to healthcare, attorneys or legal professionals, event promoters, real estate agents, brokers, or builders, geofencing has a variety of uses that any business could benefit from. Geofencing is a marketing tactic that is relatively inexpensive and typically has a considerable ROI. As part of your marketing strategy, geofencing is a game-changer you need to have. Depending on your business structure, services, and products, you can target a specific mileage range, zip code, or city or use demographics to decide who to show your ads to. Geofencing is a handy digital marketing tool that delivers the best results if implemented correctly. The approach, however, is not just limited to mobile phone users but can also extend to tablets, desktop, and laptop users. Intelligent data and intelligent strategy connect it all to reinforce the desired results. Any device connected to the internet in a specific location you are targeting will be able to see the ads.
How Does Geofencing Work?
According to your marketing campaign, getting into the technical aspect of this technology, here is how geofencing works. Geofencing can be done around shopping centers, neighborhood stores, restaurants, hotels, airports, those big-name competitors, or anywhere your potential customers spend time.
We set virtual parameters around these locations, and whenever someone enters the geofenced locations, we tag them to receive your ads on their mobile devices via the apps they use or through web pages. They must have their phones on them, connected to the internet, and GPS enabled to see your ads. Once their device enters this fenced region, the geofence algorithm is activated to trigger actions as specified by you.
Location-based marketing accepts latitude, longitude, and radius edges to make it inherently circular. However, you can also opt for polygonal geofences to monitor different territories simultaneously. This way, you can show each group of these customers differently customized ads. Our mission is to take the people going to your competitors’ businesses and get them to come to your place instead. Mobile apps use a location API to figure out the location coordinates in Android and iOS environments. This data can be fetched from different sources, including GPS, Wi-Fi, IP, beacons, etc. Apps rely on operating systems to get precise geolocation data.
Use-Cases Of Geofencing
Geofencing use-cases can apply to several industries for different purposes. So let us have a look at that:
- Data Gathering And Analysis- Geofencing can help businesses in any industry to collect anonymous data regarding the bulk movement of devices. This data is helpful in real estate, urban planning, demographics, etc.
- Regulation Of Public Transport Systems- Public transport applications use geofencing to send alerts concerning the changes in the city-wide transit system. These also suggest the best possible routes, tolls, jams, roadblocks, etc., while users are on the go or from their current locations. Moreover, any business that deals in transportation supplies between sites can have geofences set up to issue notifications about the departure or arrival of the stocks at designated areas.
- Social Networking- Social networking applications can also use geofencing techniques unique to specific geographical locations to provide highly personalized ads and location-based filters or tags.
- Warehouses- Without any human intervention, warehousing processes can be aligned and optimized based on geofences. For instance, workers may receive push notifications when vehicles enter the geofence so they can have things ready beforehand.
- Event Management- Geofencing can also be leveraged at outdoor events like concerts, festivals, fairs, etc. These help you track visitors, understand crowd movement patterns, improve queue handling, and push information to those in your vicinity.
- Smart Appliances Or Gadgets- Geofencing is particularly useful in improving the functionality of IoT-enabled appliances or gadgets, making them even more intelligent. For instance, one can be informed about a breach in a specific geofence. After recognizing known users reaching a particular range, it can also open and shut doors and garage systems or switch on geo-enabled air conditioners and other amenities.
- Capture Leads- Mobile applications like travel or hotel aggregators can send push notifications to the users about nearby services, including accommodation and transportation, to maximize last-minute purchases.
- Bring More Users To The Outlet- Geofencing a physical retail location allows brands to target more users entering the fence with relevant messages and lead them into their stores.
- Drive-In Sales- Once the users are inside the store, they can also be directed to specific sections to boost conversions. This is an exciting sales tactic most businesses have made use of.
- Get Feedback- Brands can also reach out to users exiting the geofences to gather feedback and other relevant information about their recent experiences.
- Target Competitors’ Traffic- Geofencing your competitor’s retail outlet is also an excellent ploy. It allows you to serve aggressive promotions and content to maximize your brand’s impression and capture the competitors’ traffic.
Some of these use-cases may sound pretty basic. However, complex business applications are also starting to surface. Digital Wise Media can help you set up geofences to track people and things in real-time, as we understand this is critical for your business.
Geofencing Marketing Companies Can Target Ads- Based on Behavior.
Geofencing has these significant benefits to offer to your business:
- Local optimization increases local sales
- Combines your offline and online business
- You spend on people who are more likely to take actions
- This increases brand awareness around a particular location
- You can draw the prospects away from your competitors
- It significantly cuts down the costs while producing effective results
- People who come in with your offers provide tons of insightful data metrics
- Gaining information about the demographics allow personalization of the message
How are Popular Brands Using Geofencing In The Real World?
Here are a few real-world instances (by some big-shot brands) of how to unleash the fullest potential of your marketing strategies with geofencing:
In 2020, Dunkin Donuts released a personalized geofilter on Snapchat that turned the users’ heads into a massive donut on World Donut Day. This filter could be unlocked only at the Dunkin Donuts stores. Those who clicked photos and tagged the store’s Snapchat handle were eligible for winning free coffee all summer or a reward price worth $10,000.
To drive maximum customers and improve their in-store sales, American Eagle and Shopkick took advantage of geofencing marketing tactics to the best their could. American Eagle collaborated with Shopkick and used the beacon tech to urge customers to try new products in the dressing room and incentivize them in the form of rewards coins. This campaign helped the store triple its sales in retail outlets.
Offering a virtual store companion, Sephora is another excellent example of understanding the intelligent location-data solution. The companion offers location-targeted messages like reminding unspent gift vouchers or alerting the users when they are around a Sephora store. As soon as the customers walk in the store, the companion turns on, providing information on past purchases, current offers, product availability, recommendations, reviews, etc.
HotelTonight is renowned for providing its users with recommendations on available accommodations utilizing GPS data and delivering accurate location-based communication. It geofences URLs to group search results and offer a unique experience to customers overcoming their processing load. This is great and certainly one of the famous examples of how successful geofencing marketing tactics are for the hospitality industry.
Targeting by Location
Location-based targeting is a universal practice and is particularly useful for internet-connected smartphone users. Phones today are geotagged, plus the apps are GPS enabled, allowing your business to customize promotions and offer a real-time customer experience. You can initiate niche-specific campaigns, provide loyalty rewards, or prompt on-the-spot ads for in-store customers. Our precise location targeting solutions give measurable results with on-premises mobile location targeting and proximity and neighborhood targeting.
Targeting by Weather
Weather is one factor that affects the purchasing behaviors of your target audience. No one buys umbrellas when it is pleasant outside, right? For the same reason, weather-targeting is particularly useful as you adjust your messages as per the seasons. Digital Wise Media offers you a sophisticated weather-targeted solution to boost your store sales in rain or shine. Our network of more than 10,000 weather stations and sensors enables us to trigger weather-targeted ads in SMS messages, push notifications, and digital billboards, besides in-app advertisements. Real-time data ensures the ads are relevant, accurate, and displayed only when the parameters are met.
Targeting by Audience
Geofencing based on audience targeting helps you show tailored ads to specific groups of people. This is one way to reach potential customers based on demographics, behaviors, interests, and locations. Ads can be shown based on behaviors, like people who, for the past 90 days, have visited fast food or restaurants. Or people who have shopped for new cars or been to car dealers. The behaviors are endless, and there are several categories we can use to show ads specifically to those groups of people. The data is based on behavior for the past 90 days. Since studies have shown that we change our behavior or maybe we were looking to purchase a car, in 90 days, you can assume the purchase was already made. Therefore, our data is fresh and based on 90 days of behavior. We can also set up remarketing ads for those who have seen your geofencing ads. This is where we can target them on Facebook, Instagram, or Google. With this kind of segmentation, you do not have to rely on or limit yourself to the customers’ enter-and-exit conditions. While mapping their geo-specific data, you can better define your engagement strategies.
Things to keep in mind
- Visitation data- Visitation data enables the marketers to note the trends or behaviors of the foot traffic at a granular level. This involves understanding individual customers based on their movements and the basics and changes in cross-shopping tendencies. Our software tracks visitor data for 90 days since behavior changes after that. For example, if you are looking to purchase a vehicle and visit car dealerships, data and statistics show that after 90 days, you will likely have bought already. So you would drop off our behavioral visitor’s data pool.
- Audience data- This aspect of data used for geofencing deals with understanding the types of customers visiting your business and how that varies from your competitors. Ads targeting a particularly segmented audience will be based on their visitation behaviors.
- Trade area data- The data here deals with understanding where your customers at individual stores come from, i.e., their particular localities. Moreover, it helps you gain in-depth details of which areas the customers are more likely to shop in your store and which ones are less likely to do that.
- Usage of apps/ software for geofencing- Setting up an app is essential to successfully launching your geofencing marketing campaigns. Geofencing cannot function independently. Digital Wise Media offers a robust geofencing solution with verified location signals mapped to real-world regions. Our algorithm is ideal for iOS and Android OS, supporting location and motion frameworks. When the customers are within the specified fences, the app is notified in real-time. This triggers the delivery of customized communication and the CTA to encourage the customers to take the desired action.
The Future of Geofencing
Geofencing is the next big thing in location-based marketing. It offers a plethora of opportunities to both marketers and targeted customers. Technology enables marketers to regularly send push notifications or other targeted messages pinned to a particular business location. On the other hand, for customers, when integrated with an app, geofencing serves as a reminder tool to try out new services they receive the notifications for.
With the increasing integration of technology into our lives, it is safe to say that geofencing will become even more extensively used today. More and more marketers feel confident in adopting geofencing tactics as part of their overall strategy. Thus, the potential use of geofence marketing will continue to unfold.
Suppose you want to drive in more customers, retarget past customers, improve your services, maintain attribution, and increase ROI. In that case, you can certainly take advantage of our geofencing solutions to incorporate into your marketing mix.
Are you looking to get started? Call Digital Wise Media at 512-379-8888 or use the contact form.