Businesses frequently strive for fresh approaches to engage with customers, build brand recognition, and boost revenue. Digital marketers can assist these business objectives with geofencing and geotargeting by tailoring their adverts to particular clients based on their current location. If you work in marketing, becoming knowledgeable about these two advertising tactics may aid you in making wise marketing choices that enhance leads and sales.
We define geofencing targeting and geotargeting in this post and will go through how they differ from one another.
What is geofencing?
Simply explained, Geofencing is a location-based service that initiates activities in the mobile app or other software applications when the device enters a predetermined location. Examples of these behaviours include social media ads, SMS messages, coupons, security alerts, and app notifications. Geofencing uses radio frequency identification (RFID), Wi-Fi, GPS, or cellular data to establish a specific area (zone) surrounding a predefined location on a city map, where entering or leaving sets off the aforementioned events.
Geofencing vs. Geotargeting
Geotargeting and geofencing are both forms of location-based marketing, but they differ significantly in a number of key ways. The following are some significant distinctions between geofencing and geotargeting: While geotargeting produces a smaller target audience, geofencing produces a bigger one.
While geotargeting offers a more tailored ad experience based on location, interests, behaviours, and demographics, geofencing offers a highly relevant ad experience based on location. While geotargeting creates brand awareness and potential future conversions, geofencing can result in rapid conversions and sales.
While geotargeting often concentrates on a wider geographic region, such as a city, county, or country, geofencing typically employs a precise, limited geolocation, such as a neighbourhood.
Benefits of geofencing
Reaching customers is less difficult Reaching customers at the ideal location and time is possible with geofencing. With the use of technology, advertisers may define the borders of their domain and decide what should happen when a mobile device breaches those boundaries. Given that they are close by, it is simpler to draw them in with an advertisement.
Boost regional sales
Local businesses were almost among the first to investigate geofencing technology, which helps to increase conversions and grow the business. Marketing using geofencing is a great way to start bringing in local customers. It enables the creation of an improved local marketing campaign.
For their local clients, local eateries, barbers, dentists, art galleries, and other businesses can have an online presence. Only a small number of people from outside the area will frequently use these services, nevertheless.
Geofencing offers personalization
The sensation of being distinctive and recognisable appeals to practically every customer. It’s hard to ignore personalised advertisements that are directly addressed to consumers.
Geofencing helps to better understand an audience so that offers and promotions may be made that consistently draw customers. Additionally, geofencing allows advertisers to identify the promotions that generate the most attention and engagement.
Increase brand recognition
The benefit of geofencing marketing is that it helps the business increase brand recognition. The more customers engage with the brand and interact with its advertisements, the more likely it is that they will engage in actual business with the brand. Consequently, geofencing marketing is successful because of location-based technologies.