DigitalWise Media is the Geofencing Company
Geofencing & Geotargeting ads target competitors and particular audiences in particular locations.
Wouldn’t it be amazing 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 does precisely this- but digitally.
What are Geofencing Marketing Ads?
Geofence marketing ads are text and banner ads designed to target specific audiences, behaviors, or other demographics of people in specific locations that you geofence. The Geofence can be as granular as you want. The ads’ objective, goal, and strategy can be company branding, promotions, calls to action, or other promotional messages you want to use in your geofencing marketing campaign. Your Strategic marketing plan (which you should have if you don’t) should lay out all the details, including your goals and the people to target in your geofencing ads.
Specifics About Geofencing & Geotargeting:
- Geofencing is location-based, allowing you to engage with your target audience.
- Send relevant messages whenever their mobile devices enter or exit a virtual boundary.
- 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.
- Geofence Marketing ads give you insights into the customers’ activity around your store or business.
- See where they go and each barrier they cross so you can effectively send them the right ads.
- All based on their behavior
- Geofencing allows you to do this.
At Digital Wise Media, we target or retarget customers who come across any geofences- even at your competitors’ locations. We also track offline conversions to gauge advertising success in a better manner.
Differences Between Geotargeting and Geofencing
As you can see, geotargeting and geofencing are very similar in nature, yet generally, they have one key difference that can help you distinguish one from another:
- Geotargeting ads are focused on specific details of customers within a chosen area
- Geofencing ads are delivered to everyone who crosses a virtual fence, regardless of their behavioral data (if not chosen otherwise).
Let’s place geotargeting and geofencing side-by-side to clarify and resolve this question once and for all.
We’ll focus on the purpose of each targeting option, how they work, whom they allow you to target and how accurately, and who can benefit from these targeting options the most.
Start Running Ads in 48 Hours
Geofencing is easy with Digital Wise Media. We strategize to create a winning campaign based on your goals and objectives, all with tracking in place to monitor the results. Think about how amazing it would be to create a marketing campaign if you had all this specific information to target customers. Consider how efficient and cost-effective it would be. Now with DigitalWise Medias Geotargeting, you can do precisely that.
- 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?
How Does Geofencing Work?
- 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 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. 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 determine 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.
Uses Of Geofencing
Geofencing can be used in multiple industries and for different purposes.
- Data Gathering And Analysis- Geofencing can help businesses in any industry 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 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 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 open and shut doors and garage systems or switch on geo-enabled air conditioners and other amenities.
- Capture Leads- Mobile applications like to travel or hotel aggregators can send push notifications to 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.
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:
Dunkin Donuts
In 2020, Dunkin Donuts released a personalized geofilter on Snapchat that turned the users’ heads into a massive donuts 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.
American Eagle
To drive maximum customers and improve their in-store sales, American Eagle and Shopkick took advantage of geofencing marketing tactics to their best. American Eagle collaborated with Shopkick and used the beacon tech to urge customers to try new products in the dressing room and incentivize them through rewards coins. This campaign helped the store triple its sales in retail outlets.
Sephora
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 users of unspent gift vouchers or alerting them when they are around a Sephora store. As soon as the customers enter the store, the companion turns on, providing information on past purchases, current offers, product availability, recommendations, reviews, etc.
HotelTonight
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.
Specific Ways to Use Geofencing
Targeting by Location
Location-based targeting is a universal practice, 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 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 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.