Geofencing is a marketing technique that identifies prospective customers based on their geographic location. The beauty of geofencing is that it enables you to engage people by leveraging hyper-specific location information and using their location as a proxy for what they might be interested in.
We’ll discuss several of the most common ways that geofencing can be used to support marketing efforts in this article.
How Is Geofencing Implemented?
Geofencing enables advertisers to target specific geographic areas with the intent of reaching people who live there. The platforms identify when a prospect is in a targeted location based on mobile location data.
Targeting specific geographic areas in accordance with your marketing strategy is an excellent way to increase your ROAS, or return on advertising spend. By geotargeting, you can eliminate a large number of people who are unlikely to purchase your product or service.
Locate Prospective Audiences Using Their Locations
Geofencing enables marketers to be more inventive in their strategy development. Consider your target market and ask yourself the following:
- What makes my prospects unique?
- What distinguishes my prospects?
- Where might they be based on those characteristics?
The hospitality industry is a prime example of this. What makes a hotel’s prospects unique, if you’re marketing it? To be certain, they are almost certainly on the move. What makes your prospects unique? They require a place to sleep due to the fact that they are not in close proximity to their home. Where could we look for travelers who fit those criteria? The airport is a good place to start.
Are you now interested in geotargeting the airport 24 hours a day? Perhaps, but possibly not. However, targeting the airport in the evening and late at night may be worthwhile in order to capture individuals who are stranded and did not intend to spend the night in your city.