Imagine walking past your favorite coffee shop and instantly receiving a notification on your phone for a free coffee upgrade.
That's the power of geofencing.
In an era where personalization and location are king, geofencing is not just an option; it's becoming a necessity for businesses aiming to connect with their audience in the most direct and impactful way possible.
Image by dae jeung kim from Pixabay
Understanding Geofencing: The Basics
Geofencing is a location-based service that uses GPS, RFID, Wi-Fi, or cellular data to trigger a pre-programmed action when a mobile device enters (or exits) a virtual boundary set up around a geographical location.
At its core, geofencing is about context – tailoring the right message to the right person at the right place. Imagine a tech-savvy diner receiving a push notification for a restaurant's new vegan menu as they're walking near the establishment.
Geofencing includes a few key components:
- Geographical Boundaries: Setting up fences requires pinpointing latitude and longitude coordinates on a digital map.
- Mobile Devices: Smartphones and other location-aware devices serve as the targets for geofencing.
- Trigger & Action: Entering or leaving a defined area acts as the trigger for the system to perform a specific action, such as sending a notification or recording data.
- Data Collection & Analysis: Geofencing tools are smart at picking up what shoppers like and do, which helps tweak those marketing plans to hit the mark.
Why Geofencing Matters in Marketing
One of the standout features of geofencing is the ability to deliver ultra-personalized content. When you target someone at the right place and time, with a message that's of interest to them, the impact is significant. This level of personalization doesn’t just feel good; it's good business.
Location-based marketing reaches customers exactly where they're at. When they receive notifications offering a deal or information while they're in a buying mindset (i.e., near a relevant store), it can bolster the likelihood of a purchase.
Consider a scenario where a retail store uses geofencing to send exclusive promotions to shoppers near their physical locations. You're not throwing pasta at the wall to see what sticks - you're reaching customers who are nearby and may be most likely to buy (especially if you time the deals when customers are browsing nearby stores and are already in a purchasing mindset).
Burger King is a great example of this strategy in action - they leveraged geofencing technology from the McDonald's app to identify when a user was in close proximity to a McDonald's location, then offered a one-cent Whopper if they placed an order through the Burger King app instead.
Leveraging Geofencing in Your Marketing Strategy
To start leveraging geofencing in your marketing efforts, you'll need to strategize effectively and execute efficiently.
Begin by clearly defining what you want to achieve with geofencing. Looking to bring more people through the door? Or perhaps you're looking to enhance the customer experience at your physical locations? Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals is crucial for success.
Take some time to identify who your audience really is. What exactly do they want? Use data analytics to demographic profile your target audience and to learn about their habits.
Next up is picking the right geofencing tool for you.
There are numerous geofencing tools and platforms available, each with its own set of features and pricing structures. Research and select a tool that aligns with your budget, as well as your technical expertise and the scale you intend to implement geofencing on.
Then, you need to start crafting some messages and personally-tailored offers. The success of your geofencing campaigns will heavily depend on the relevance and attractiveness of your offers and messages.
Set up metrics to measure the success of your geofencing campaigns. Common metrics you may be able to attribute to your geofencing efforts include:
- Conversion rates
- App installs
- Incremental in-store visits
Use these measurements to gauge the ROI of your campaigns and to make informed decisions going forward.
The Future of Marketing Is Location-Based
Geofencing is just one facet of the larger trend towards location-based marketing. With wearable technology, Internet of Things (IoT) devices, and smart cities rapidly on the rise, the potential for geofencing to create an integrated, contextual marketing ecosystem is immense.
The geofencing market is expected to reach $1.81 billion in 2024, so don't be left out of this monumental revolution.
At the end of the day, geofencing isn't just some new-age marketing gimmick. It's the new face of customer engagement. In a world craving personalization and relevancy more than ever before, geofencing really delivers, offering messages that reach the right audience at the right time and place.
The future of marketing is here - and it's geofenced.
