Geofence Marketing

Geofencing Overview

In the era of personalization, where marketers strive to reach the right audience at the right time, Geofencing marketing has emerged as a powerful tool to engage consumers in the real world. Leveraging geo-temporal database technology, a geofencing Marketing campaign allows advertisers to create virtual boundaries around specific locations, targeting individuals within that area through our digital out-of-home (DOOH) advertising platform. As consumer behavior continues to evolve, Geofencing Advertisements provide a timely and contextual means to capture attention, driving both brand awareness and conversions.

b. Overview of Digital Out-of-Home (DOOH) Advertising

Simply, a Digital out-of-home is any screen outside of a person's home. This can be a digital billboards on the road, or digital screens in malls, movie theaters, gas pumps, gyms and over 30 more venue types. The power of our DOOH Advertising Solution lies in its ability to enable advertisers to plan, activate, and measure campaigns across these numerous screens, all from a single system.

Map of a geofence a digital out of home campaign

c. Connection Between Geofencing and DOOH

Geofence marketing requires extremely precise location data in order to ensure the ad plays on a screen at the correct location. This can be challenging for other forms of media like mobile ads and address-based due to the new privacy restrictions from Google, and Apple. Thankfully, DOOH is unaffected by these changes. Using GPS technology when each DOOH screen when it gets hung, it is assigned a latitude and longitude coordinate. This coordinate represents the exact physical location of the digital screen. This geographical location is more precise than even the most robust cellular data or IP address-based geofencing solutions. By storing all of the digital out-of-home screen's GPS data in a geospatial database it's extremely easy for our technology to find all of the matching screens inside a geofence.

Understanding Geofencing in Advertising

In the constantly evolving realm of digital marketing, geofencing advertising stands out as a sophisticated marketing tool, reshaping the way businesses approach their target audiences. At its core, geofencing advertising involves setting up virtual boundaries around specific geographical locations, enabling the delivery of targeted marketing campaigns to mobile users within these zones. As part of a comprehensive digital marketing strategy, it integrates seamlessly with broader mobile marketing strategies, ensuring that advertisements are not just widespread, but also contextually relevant.

So, how does geofencing work in the context of advertising? When a potential customer enters the predefined virtual boundary set up by a marketing campaign, they have the opportunity to see the delivery of a geofencing ad directly to near by Digital out of home screen . This form of proximity marketing is incredibly effective as it capitalizes on local marketing principles, ensuring that offers are timely, relevant, and specific to a user's current location. For instance, a restaurant might employ geofencing advertising to offer lunch specials to office workers in nearby buildings during midday hours.

The efficacy of this marketing technology becomes especially evident when integrated into overarching marketing campaigns. Businesses can effectively augment their marketing work by partnering with a digital marketing agency skilled in creating and implementing geofencing strategies. This collaboration ensures that campaigns are both localized and wide-reaching, catering to potential customers at pivotal decision-making moments.

One of the critical advantages of geofencing as a marketing tool is its flexibility. Brands can easily adjust and refine their marketing strategy based on real-time data and feedback. Successful geofencing strategies frequently involve iterative testing and optimization, ensuring that the message not only reaches the audience but resonates with them. Furthermore, as part of a broader digital marketing approach, geofencing dovetails with other marketing tools, enhancing the cohesion and effectiveness of a brand's presence across various channels.

In conclusion, understanding geofencing in advertising is vital for brands aiming to maximize their engagement in today's mobile-centric world. With its innate ability to deliver personalized, location-specific content, geofencing establishes itself as a cornerstone in modern marketing, paving the way for more immersive and effective campaigns.

Best Practices and Strategies

a. How to Implement Geofencing in a DOOH Campaign:

Implementing geofencing into a DOOH (Digital Out-of-Home) campaign starts with a deep understanding of the target audience and the specific geographical location you intend to focus on. Using GPS technology, business owners can establish virtual boundaries around key physical locations such as retail stores or event venues. For example, an advertiser can use Point radius targeting, custom polygoens, or road geofences. When users enter these geofenced areas, display advertising tailored to them can be triggered on nearby digital billboards or screens. Incorporating location data from sources like Google Maps(like using the popular times feature)can further refine the targeting features, ensuring that the ad campaigns resonate with potential customers based on their current physical location.

b. Tips for Success:

Relevance is King: Just as search engine optimization leverages the power of relevant content, geofencing thrives on timely and pertinent offers. For instance, local businesses could use geofencing to broadcast special offers to local customers during peak shopping hours or during local events.
Leverage Social Media: Integrating geofencing with social media can significantly amplify your campaign's reach. By capturing real-time location information, you can trigger targeted ads on platforms where your audience is actively engaged.
Memorable Experiences: The "Whopper Detour" campaign by Burger King is an iconic example of geofencing done right. By setting up a geofenced location around rival fast-food chains and offering a special deal through their app, Burger King turned a simple ad campaign into a memorable customer experience. You can even run billboard ads right outside of competitor locations.

c. Measuring Effectiveness and ROI:

To determine the success of a geofencing campaign, business owners must track a variety of metrics. Local sales uplift can offer immediate feedback on campaign effectiveness. Additionally, gathering valuable data on customer loyalty, frequency of visits to geofenced areas, and the conversion rate of special offers can provide insights into campaign performance.

Moreover, integrating analytics tools can capture real-time data, giving insights into how potential customers interact with the virtual boundaries set up around physical locations. This continuous stream of data helps in refining targeting features, ensuring that the ROI is maximized. Finally, it's essential to measure the impact on customer experience – positive engagements will not only boost immediate sales but can foster long-term brand loyalty.

Geofencing a digital out of home campaign with point radius

Conclusion

In the ever-evolving landscape of digital advertising, geofencing offers a powerful tool for businesses aiming to bridge the gap between virtual engagements and physical locations. By following these best practices and continuously measuring ROI, businesses can craft campaigns that resonate deeply with their audience.

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