While emphatic declarations of “location, location, location” usually come from hyperactive real estate agents, the statement is echoed by digital marketers seeking to provide location-specific offers to target audiences through geofencing.
Because of the multitude of transactions that have moved online, some consumers and marketers may be led to think that location is an irrelevant factor in offering products or services. Anything can be shipped from anywhere to anywhere, and many services—especially business services—can be offered remotely.
But here are some statistics for you—while online shopping has nabbed up a large retail market share (51% in 2016), a full 65% of online shoppers say that, if given the choice, they would purchase in-store instead of online. Online channels are important, but are only half the picture.
In-person and brick-and-mortar are not dead or dying, and instead of treating in-store and online as mutually exclusive, smart marketers and businesses are seeking to blur the line between digital and manual.
One of the key ways in which companies accomplish this is through geofencing.
Geofencing is a branch of location-based marketing in which users are targeted based on their proximity to a specific location. Powered by mobile phones and their GPS capability, geofencing is the act of creating virtual geographic boundaries and using events within those boundaries as triggers for marketing activity.
Geofencing enables companies to engage with potential customers at opportune moments when location is a reflection of intent and behavior.
Wesley Hall, senior analytics developer at MaassMedia, said of geofencing:
“Understanding customers extends far beyond traditional demographics like age and gender. Executing a highly targeted marketing campaign involves knowing how a customer acts and even thinks — and being able to respond in real-time. Geofencing can be an effective way of reaching customers closer than ever to their actual purchase time.”
One of the most common examples of the use of geofencing in marketing is to send push notifications to a mobile phone when an app user enters within a certain radius of a store. But the potential use cases extend far beyond this most fundamental marketing technique.
At the upcoming Mobile Analytics Summit, Wesley Hall will be presenting “Good Fences Make Good Customers: The Art of Mobile Geofencing.” Register now for the event to learn more about this valuable targeting technique, as well as listen to other presentations on how to improve your mobile marketing and analytics strategy.
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