Over four billion people and counting are considered active Internet users. Somewhere in there are your prospective customers making up this statistic. So, how do you get your message in front of them? You should consider geofencing marketing.
Standard
digital advertising is effective, but you can likely recall instances
of being served an ad that wasn’t relevant to you. For those looking
to locate a specific audience in everyday locations, geofencing marketing is a
great tool.
Have you
considered geofencing for your advertising campaign, but are unsure where to
begin? Keep reading to learn more about how this could help your business grow
its client base.
Capturing Your
Audience
Traditional
advertising forms such as television, radio, and newspaper work, but are no
longer the most efficient methods.
Sure, you could
advertise your restaurant’s new menu on the Food Network, but what if you
could pinpoint consumers who shop at certain grocery stores or eat at competing
establishments?
With geofencing
marketing, you determine where you want your digital advertisements to be
served. This ensures every dollar you spend goes towards capturing a more
targeted audience. This is more reassuring than hoping someone is watching
television at the right time or sees your ad on the back of a newspaper.
Do your homework and
research where your clients and prospective customers are spending
time in public on their smartphone. This could be stores, common areas, or even
the waiting room of a doctor’s office.
Targeting
Locations
Once you gather
a list of relevant locations, you can create a geofencing marketing
campaign and target your audience.
This works by
setting up specific times you want your ad to be picked up by visitors of that
location. In order for someone to be served your ad, a few simple things must
take place.
A person must
use their smartphone in some capacity that requires a WiFi or satellite
connection. Additionally, they must have their location services turned on.
When a
person is pinged, they can be served the digital advertisement for up to 30
days. This can also extend to desktop. Anyone logged on to smartphone applications
such as social media or email will also be served the ad if logged into the
same accounts on a desktop computer.
How Will I
Really Know It Works?
Geofencing
advertising is a modern advancement in the digital world. It almost may sound
too good to be true, but it’s very well possible to track progress to ensure
its effectiveness.
In addition to
regular campaign metrics and reporting, such as impressions and click-through
rate, geotargeting allows users to set up a conversion zone. This is your
company’s address.
This will
monitor when someone visits one of your designated geofencing locations, is
served your ad, then visits your business.
Many vendors
with geofencing marketing capability for top media companies offer this. If
you’re in need of a provider, view here for a
list of different options.
Understanding
Geofencing Marketing
As with any
form of advertising, patience is required. Geofencing is a great step toward
building your list of clients, but it doesn’t happen overnight.
Fortunately,
you can always adjust your geofencing marketing approach by changing locations
as needed and studying trends in your reporting analytics to determine which
places work better than others.
Are you looking
for informative, free resources for building your small business? Stay tuned to
our Digital Firestorm blog!
