In his early 20th century work “Mending Wall,” American poet Robert Frost wrote that “good fences make good neighbors.” Due to the technological advancements of the 21st century, that phase can be revised to denote that “good geofences make great customers.”
Deploying the wrong marketing strategy for the desired result can have all the grace and subtlety of a Sherman tank. Sometimes the big and noisy scattershot guns need to remain holstered in favor of the surgical and exacting preciseness of the simple scalpel. Geofencing is a digital marketing tool of such delicate and effective accuracy in aim and intention.
Geofencing is a location-based technology that allows a business to define a geographic boundary and then create a virtual barrier around the location that communicates with mobile devices entering the area. That communication can be anything from a text message to an email alert to an app notification.
According to Business 2 Community, mobile ads with geofencing have double the click-through rate, and 53% of shoppers visited a retailer after receiving a location-based message. With geofencing being compatible with 92% of smartphones and the average user spending five hours a day on a mobile device, the odds of finding success with this marketing technique fall greatly in the favor of the brand sending the message.
Used wisely, geofencing can communicate with potential customers who may already be interested in the service or product you offer. Content can be tailored to specifically to customers in the geofence who are already more inclined to be open to receiving information associated with your brand. For example, a vehicle dealership might geofence an automotive show to highlight the dealership’s ongoing offers, promotions or events. This targets an audience base that is likely already interested in your product.
However, the effect of geofencing can take an even more hyperlocal approach by setting up a perimeter around a competitor. Such a tactic provides customers the ability to immediately comparison shop or, at the very least, raises awareness of an alternative local option, according to GeoMarketing.
Finally, geofencing helps to personalize the customer experience by finding desired group of prospects for your business, delivering ads to them and providing businesses with the ability to track the success of converting prospects into customers.
Geofencing can be extremely helpful for businesses looking to generate new leads, promote exclusive offers, distribute information about upcoming sales or events and so much more. Geofencing enables your business to reach an audience of potential customers based on where they are and have been. Whatever your message might be, geofencing allows you to reach an audience of real-world people who are already in the proximity of your brand and who could eventually become loyal, valued customers with the right information while they are there.
SaveOn takes great pride in providing a well-stocked arsenal of marketing options that fit whatever need you have and reach whatever audience you want. For more information on how we can help your business target the right customers, visit saveon.com.
