What Is Geofencing? An Introduction to Geofencing Marketing
Location-based technology and targeting are becoming widely used to target the right people at the right time and place.
Mobile geofencing is one of the most effective ways to advertise to mobile users because it allows you to be extremely targeted with your ads, focusing on a specific service in that area. You can even set up a geofence around one of your competitors to collect information and use your ads to engage with their customers.
What is geofencing?
When we say geofencing, we are referring to the practice of using global positioning (GPS) in order to define a physical boundary that will then be used for setting up location-specific triggers when individuals enter the area. These could be in the form of a text message, mobile ad, or even an email alert.
For example, if you own an auto repair shop or car dealership, you might set up a geofence that targets individuals leaving a rival dealership after searching for a new car. Offering location-based promotional ads or comparison shopping alerts could persuade them to visit your business next.
How does geofencing work?
Geofencing becomes possible when mobile phone users opt-in to sharing their location through apps on their phone. The app publishers can then focus ads or push alerts from other providers and businesses in real time when a user enters a predefined area.
Your ads can be highly targeted and focus on hyper-local geographic areas in order to reach your audiences where they are most relevant. You can choose to target a business category, a demographic market, or even a city or residential area — which brings us to our Mail2Mobile program.
Combining direct mail with geo-targeted mobile ads
With UpSwell’s Mail2Mobile program, you can combine traditional direct mail marketing with digital marketing in order to retarget your potential customers where they live.
By using geotargeting, you can send corresponding ads and mobile content to the same houses that you are sending your direct mail. You can even set your mobile ads to appear before and after the mailer arrives to continue placing your brand in front of your prospects.
A tangible piece of your brand offers fewer distractions when your customers see it and can receive their undivided attention as they sort through the mail. When a mobile ad is later triggered, your brand will be more recognizable because of its familiarity — the viewer has already seen your logo, your branding, and have learned what you do.
You even have the opportunity to be more personal with your mailer and ad content to get the desired response. By giving your prospects varied media cues of your branding, you can build trust and brand recognition with your consumers.
When using geofencing as an advertising strategy, it’s important to also understand your consumers’ buying behavior. Knowing how your users will receive your data while in their home is key to sending them the right ads. If your goal is for your prospects to take action, be sure to send content that will resonate with them.
Hyper-local marketing help
Building your digital and print strategy can be time-consuming, especially while you’re trying to run a business. The experts at UpSwell are uniquely qualified and ready to help!
We can start off by completing a free marketing assessment. Our 20-point evaluation will cover your past and present marketing efforts so we can determine an ideal marketing plan to help your business grow. Get in touch with us today to speak with a marketing specialist in your industry.