Add Geofences to Juice Up Your Marketing Mix
By: Scott Feder
Marketing has evolved dramatically to become more powerfully precise than ever. Did you know that potential customers can be targeted, anonymously identified, tracked and detected? This enables marketing sleuths to reach new prospects at home, at work or on the go on any connected device.
HyperLocal Customer Targeting Solutions
It’s all about building the right audiences. Geofence marketing can help fine tune the best customer acquisition strategies and media tactics by identifying buyer personas using location data, demographics and shopping behavior.
- Set up geofences to target new sales prospects based on their location.
- Build, curate and segment audiences.
- Map out businesses or households to grab IP addresses.
- Serve digital display ads and videos on smartphones, desktops, laptops, tablets and streaming TV devices.
- Fill your sales funnel with new prospects by retargeting people who visit your website, search online or visit your competitors.
Digital Media Campaigns with Geofencing
Add geofences as digital marketing solution to zero in on your target segments with programmatic display advertising by leveraging household and/or IP addresses, mobile phone usage, Internet search activity and precise geofence locations. Essentially, this enables your brand’s advertising to be seen and heard by customers around the clock on whatever channel they may be consuming.
Pinpoint the locations of potential customers with geofence marketing to deliver digital advertising on their mobile phones and connected devices at home, at work or and on the go!
Local Marketing Use Case Examples
Farm-to-Market
Let’s say Joe, an area farmer, needs to sell more meat, eggs and produce to local consumers. Joe can designate geofences (virtual zones using GPS coordinates) at area farmers markets and competitive locations. People who enter a zone during an event (and/or other specific locations) with their smartphones or visit Joe’s website or search for related products online are anonymously pooled into a target audience.
These prospects are curated with demographic variables and by matching existing location data in the DMP, data management platform. This enables Joe the farmer to locate where people live, to target them directly using IP addresses and household geofencing. In effect, Joe can reach new customers with programmatic advertising in their homes and on the go.
Furniture Gallery Showroom
A high end showroom, Custom Imports, wants to find new prospects who are interested in purchasing home or office furniture and accessories. The best place for the company to start is to target and reach people with programmatic display advertising who are visiting their website or searching online for contextually related keywords such as leather sofas, living room furniture, dining tables, bar stools, lighting, lamps, fine art, etc.
These retargeting tactics are especially powerful when combined with geofence marketing at bricks & mortar locations. Virtual target areas can be accurately pinpointed at Custom Import showrooms, storefronts of competitors and other strategic locations including new home construction sites, homes being renovated, select residences in affluent neighborhoods.
For the trade, Custom Imports can geofence business locations including area architects, interior designers, design builders, home renovators, office and property managers.
With geofence marketing, all kinds of businesses can frequently retarget potential buyers with digital display and online video advertising over a 30 day period on their phones, desktops, laptops, tablets, connected TV and streaming audio devices. Marketers can advertise directly to website visitors, to event attendees and to prospects who visit competitive locations.
Get Immediate Results
Programmatic, omnichannel, location-based advertising can generate immediate results depending on your business objectives and the media tactics employed.
- Brand Awareness
- Sales Inquiries
- Store Visits
- Foot Traffic
- Website Visits
- Online Conversions
- Contact Requests
- Form Submissions
Advertising technology platforms enable businesses to influence buyers when making purchase decisions based on their online search behavior, the websites they visit, and the places they go. In our opinion, a user’s location indicates intent which is used to capitalize the effectiveness of programmatic campaigns.
Accompany Buyers During Their Journey
- Awareness and Interest
- Consideration
- Purchase
- Retention
- Advocacy
- Loyalty
Target the Right Audience of Buyers as They:
- Search for Products & Services (Google)
- Read the News (Apps)
- Play Games (Apps)
- Watch TV, videos (YouTube, Connected TV)
- Listen to podcasts, music (Streaming Audio)
- Explore social media (Facebook, Instagram, LinkedIn, X-Twitter)
Reach Prospects on any connected device at home or on the go at specific locations
- Site Retargeting
- Contextual Retargeting
- Keywords Retargeting
- Native Advertising
- Search Advertising
- Social Media Advertising
- Geofence Marketing
Set Target Spots and Conversion Zones
- Set up Programmatic Omnichannel Ad Campaigns (Display and Online Video)
- Track impressions and conversions
- Measure foot traffic, walk-ins, website visits, phone calls, clicks, emails, appointments, downloads, e-commerce sales, social media interactions
- Optimize campaign metrics (CTR, VCR)
What can a business do with omnichannel advertising?
- Advertise a brand
- Target new prospects
- Generate leads
- Promote an offer
- Run a Sale
- Sell products
- Offer services
- Book appointments
- Get phone calls
- Get website visits
- Offer loyalty discounts and rewards
- Promote an event
Learn more about Geofence Marketing
Check out this case study and contact Scott Feder at Qualify LLC a digital marketing agency in Loudoun County VA that partners with leading ad tech solutions providers to engage brands, merchants and service providers.
Consult with us to target and reach new customers anywhere on any device–via location-based programmatic, omnichannel digital display and online video advertising campaigns.
Schedule a FREE Consultation
Find out how geofence marketing with programmatic advertising can help you reach your marketing goals and business objectives. Click to schedule a meeting with Qualify LLC.