One of the best things about digital marketing is that there are many advertising channels that offer advanced targeting options. You can target everything from income, location, interests, to the devices consumers are using. But that’s just the tip of the ice berg. Technology is constantly evolving and you can now reach consumers on digital channels by targeting physical addresses. This is done by mobile geo-fencing and addressable geo-fencing.
Mobile geo-fencing is a marketing strategy where you set up a virtual perimeter for the real world. You can set up a trigger action whenever users enter this perimeter. By targeting consumers in this manner, you’ll be able to deliver a personalized and relevant message to them. This allows you to target customers that are in range of your local business, a competitors locations or an event that your potential customers might attend.
Geo-fencing uses the mobile device’s location-based services to engage and track users. The best way to go about this strategy is to offer a digital message that relates with where they are at like a competitor’s location or sporting event. All ads can be customized according to location or the geo-fence, smart phone device or even time of the day to make it more personalized and clickable.
One of the best aspects of running a geo-fencing campaign is that you get very detailed behavioral data which you can use to get an advantage over your competition. You can set up conversion zones on the perimeters for tracking different things. Conversion rate and other metrics can be tracked by in various ways including tracking behavior upon entering the perimeter, tracking on specific points like competing stores, and even tracking online to offline conversions.
But that’s not all you can do with geo-fencing.
Addressable geo-fencing takes geo-fencing one step further. You can enter addresses on a marketing platform and turn each of these addresses into a single point geo-fence. This can offer more insightful foot traffic attribution data since you can track consumer behavior from their home all the way to the geo-fenced perimeter you’ve built around your business location. The idea here is to combine both geo-fencing approaches for the best results.
But that’s just the beginning. You can use the physical addresses of consumers to run OTT/CTV hyper targeted ads. You’ll be able to display ads to consumers that are accessing content through their provider (Hulu, Netflix, Amazon Prime, YouTube). It usually consists of a 15 to 30 second video commercial that runs before the desired program starts playing. This would normally be a very broad way to target your audience if it didn’t use geo-fencing.
This is one of the most precise location based digital advertising strategies you can use. You can get even better results by combining it with other strategies like direct mail, mobile marketing, digital advertising (Facebook, Google Adwords, etc.), and more. In fact, the results from all channels will be enhanced by combining it with geo-fencing campaigns.
As a small business owner, you need to be innovative with your marketing to compete with large corporations and big businesses. Mobile geo-fencing is a revolutionary new way to use digital advertising to target the right consumers and existing customers. Very few businesses are using geo-fencing at all. And if they are using it, they’re not doing a great job making the most out of their campaigns.
At TheAdCoach, we’ve worked with many businesses looking to target local customers and have produced outstanding results for our clients. We use proprietary technology that gives our platform an advantage over others and also know how to track and utilize data to maximize the results of your advertising and marketing campaign. We also specialize in other marketing strategies such as SEO, social media, and digital advertising.