The highly integrated world today requires more refined and focused methods in digital marketing than has been previously seen. Of these, geo-fencing is a method that has proven to be a unique means of creating brand awareness and generating immediate real-time audience appeal.
Geo-fencing provides benefits of targeted marketing since it leverages location-based tactics thus it can be used to increase brand awareness, involve customers and in effect produce a higher number of sales.
Understanding GEO-Fencing
Geo-fencing is a marketing communication strategy where a marketer sets a restricted geographical area by using GPS, Wi-Fi, or RFID. Whenever this “geo circle” is entered by a consumer, a business can send push notifications, advertisements or promos to the consumer’s smartphones.
For instance, a retail store owner sets a geo-fence around the store’s particular location to notify potential customers of special offers. The same draws their attention and compels them to get to the store. The convenience of localizing the target audience by their current geographic position makes the geo-fencing tool exceptional for marketers.
Enhancing Brand Visibility
Geo-fencing helps the brands to launch marketing campaigns for a specific region or area of a region of interest. Such precision makes its impact unlike broad marketing which leaves a lot of room for speculation. Consequently, when targeting consumers who are geographically near your business or regions of interest you have increased chances of interaction and conversion.
Suppose a cafe that serves coffee sends a notification about a new product using geo-fencing.
This way the business professionals included in the circulation are able to be reached within the shortest time possible and get coupons for products that are available for a limited period of time such as products that are on a one hour discount sale. This kind of communication is the most effective since not only does it attract the attention of the passerby but also members of the public are eager to patronage stores since there’s a concept of time constraints being prepared for them.
Personalized Customer Engagement
Of all the advantages of geo-fencing, the advantage that makes the most sense is the ability to allow for more targeted engagement. Today’s consumer is savvy and seeking personalization which geo-fencing helps brands deliver. In other words, by being aware of the places your target market frequents and what they possibly might require at any given time, you can create content that will be highly relevant to them.
For instance, geo-fencing applied to a fitness center, you can send notifications to people around the venue regarding membership offers and or free trial classes. This way, the message is delivered to the right recipients which makes the response rate higher. Not only does personalized marketing help to improve customer satisfaction but it also builds up customer loyalty in the long run. At SEO India Online, we craft location-based strategies that ensure your brand connects with the right audience at the right time, driving higher engagement and lasting customer loyalty.
Driving Foot Traffic and Sales
Geo-fencing is a great tool to be used in stores locating physical businesses for purposes of encouraging traffic to those stores. For instance, establishing geo-fences around retail stores, transportation terminals or venues of social events makes it possible to capture customer attention. This strategy stands in a transition between two kinds of marketing – digital and traditional – providing a tool to turn online attention into actual retail visits.
Moreover, geo-fencing can work to increase the number of sales through highly targeted advertisements. A restaurant for example can use it to circulate dinner specials to people working close by as they exit the workplace. That way, the offers presented are likely to be acted on promptly thus increasing the revenue generated by the business.
Gaining Valuable Insights and Analytics
Geo-fencing is not only a great addition to the marketing mix, but also a tool which yields necessary information. This is because the application can monitor the usage made within geo-fenced regions thus providing the business with more details on customer choice, timing and frequency of usage. It helps the brands to optimize their campaigns and make a better return on investment out of their ads.
For eg, in case a retailer realises that customers come to the store after geo fencing offers, then the retailer must invest more in this particular channel. Likewise, information on user movement can be useful to evaluate other areas with potential for development as well as to consider new areas with potential.
Strengthening Competitive Advantage
In highly competitive markets, getting to the marketplace with the idea that no one else has thought of before is the key. Geo-fencing is an added advantage to brands because it allows them to reach the audiences when and where it matters. Further, it can be applied to achieve competitive objectives like, approaching prospective customers around the area where the competitor is situated and offering tempting promotions to shift their attention to business.
For instance, a fast-food joint can geo-fence surroundings of another fast-food joint and provide coupons for similar foods. This approach not only distracts attention but also puts your brand in a more attractive option as it increases the number of customers because everyone would want what the other is missing.
To summarize, geo-fencing proves not just a flavor of the month trend or the next big thing in marketing terminology; it’s a tool that can revolutionize your brand. Through timely, relevant messages conveyed through location based technology, it is possible for businesses to engage consumers in different ways. Geo-fencing is suitable for all your goals whether you want to attract people to your store or product, increase sales or collect customer data.
Are you planning to level up your marketing strategies with GEO-fencing? Get in touch with our professional team at EZ Rankings, best performance marketing agency for leveraging geo-fencing to peak your brand’s growth. We’re happier to discuss your goals and outline how to make them real so we can help you place your business on the map.
