Does Geofencing Marketing Work? Find Out Here
Marketers are adjusting to advertising methods that allow more personalized interaction with their target audience. A good example is geofencing marketing, which provides a more personalized approach for reaching the target audience. So, what is geofencing marketing, and how does the system work?
Concept of Geofencing Marketing
Often referred to as geofencing advertising, this is a form of location-based marketing, where marketers focus on displaying ads to customers who are within a particular point of interest. Therefore, whenever a customer enters a specific geographical location, the geofence trigger occurs, delivering the advertisement to their phone.
Therefore, geofencing marketing is a useful technique for instant location-based advertising. Marketers have used the geofencing marketing technique to identify and build a quality audience. The approach involves three simple steps. Here is an overview of the steps:
Step1. Marketer identifies the geographical radius where the target audiences are.
Step2. The marketer sets a virtual boundary (geofence) around the location.
Step3. Whenever a target customer enters or exits the boundary, an event is triggered.
For instance, a marketer may want to target people arriving at a specific airport. A virtual boundary is set around the airport so that when there are new arrivals, the moment they switch on their phone, an SMS or push notification (trigger event) arrives on their phone.
What are the benefits and limitations of geofencing marketing?