Looking for a more efficient and targeted way to spend your marketing budget? A great method to make sure your dollars are being spent wisely is by identifying the right audience — and sometimes that’s a “where” rather than a “who.” With geofencing, you have precise control of where your ad messaging is being seen. Here’s how geofencing works, and how it could work for you.
What is geofencing?
Geofencing is a way to define the exact physical location where your content is served. Using GPS, Bluetooth, and radio frequency identification, you can create virtual areas and then communicate with all the devices located inside these borders.
Geofencing lets you more meaningfully engage with your audience. You can localize where exactly your ads will be served, so your customers will only see content that’s geographically relevant to them. You won’t just have a better shot at converting potential customers — you’ll minimize spending, too.
How can I use it?
If you want to make the most of geofencing, tailor your strategy to best achieve your goal. Here are some examples of geofencing campaigns across different industries.
One of the great things about geofencing is the ability to service a really small area, like a department store or shopping mall. Getting your ad in front of fewer eyeballs might seem counterintuitive, but with the right tools, it can be incredibly effective at creating customers.
For instance, a customer is walking around a shopping mall. They take out their phone and check the hours of a store they were thinking of checking out. As they look up the hours, they’re served a targeted coupon for a store purchase. And just like that, a browsing customer is converted to a paying customer.
Geofencing not only allows you to define a highly specific area for targeting, but also lets you easily analyze data and track conversions on your campaigns.
For Wisconsin State Fair, MKR created a geo-conversion zone around the Park. Digital ads were served within the targeted geographical footprint for a month leading up to the 2019 Fair. During the eleven days of the Fair, MKR was able to measure the impact the digital campaign had on foot traffic to the fairgrounds. The campaign resulted in a 21% lift in foot traffic among consumers that were served an ad. This is known as the geo-conversion lift.
When location, location, location is everything to your customer, then geofencing is the way to go. Customers don’t want to see advertisements for services that are unreasonably far away, especially when urgency counts, as it often does in healthcare.
Geofencing healthcare ads makes sure customers connect with services that are close to home and easy to access. It puts customers in touch with the best option for care, unique to their location.
For example, if someone with a nasty cold searches for urgent care in their area, they’ll get served an ad for your clinic that’s just down the block. Someone fighting the flu across town searches for the same query, and they get pointed toward a different clinic in your network that’s close to home.
Geofencing is accurate, flexible, and can take your traditional marketing campaigns to the next level. If you want to talk more about geofencing and other ways your marketing efforts can be elevated, contact us right here.