Consumers are changing the manner in which they conduct searches, moving away from static desktop and laptops to mobile browsing on tablets and smartphones. Geo-fencing is a marketing technique which allows brands to focus on a particular region for ads to ensure the right consumers see them at the right time. Knowing about geo-fencing and understanding the advantages are different, which is why it's helpful to look over those advantages.
Geo-Fencing vs. Geo-Targeting
Geo-targeting places ads within a specific geographic region based upon specific cities, states, and ZIP codes. This ensures that ad impressions and views for Pay Per Call ads aren't wasted on those consumers unlikely to interact with the brand. Geo-fencing is the idea of taking this concept further by establishing a fence, or perimeter, around a defined geographic area. As a result, ads show up only within those tightly defined boundaries. So, what's the advantage in using geo-fencing strategies?
One of the top advantages is the ability to personalize marketing messages. A personalized message is more likely to turn a consumer into a devoted buyer. Further personalizing messages to target consumers based upon location increases the odds of attracting more consumers to the brand and its local services or valuable products to local buyers.
Consumer engagement on mobile platforms is on the rise. When consumers engage with a brand on mobile devices, they see relevant offers at a time when it is most likely to be of value to them. As such, this can increase engagement because consumers see those ads when the timing is right for them. It can, in turn, boost brand loyalty and advocacy as well.
Reduce Wasteful Ad Spend
There are many ways of targeting consumers. Some companies will opt to plaster a region with ads, both through the mail and on digital platforms. However, the percentage of consumers that actually convert to buyers in such a circumstance is low. The result is wasted ad spending for consumers who see those ads when they don't have timely relevance or simply don't apply to the individuals in a particular geographic region.
By contrast, geo-fencing strategies can help brands place ads in front of consumers actually interested in certain products and services. Consider, for example, a hotel chain with many locations along interstate highways between big cities. These hotels don't need to target people in cities miles away. Geo-fencing can place ads for the hotel based upon a stretch of road or local ZIP codes. This ensures that travelers passing through see deals for affordable hotel rooms in locations that apply to their travels.
Intercept Potential Customers of the Competition
Finally, one advantage of geo-fencing strategies that often goes overlooked is the ability to intercept potential customers of competing brands. This advantage requires flip-flopping the typical approach to geo-fencing. Rather than placing geographic fences on ad placement in areas the brand wishes to target for its own customer base, brands can place geo-fences around areas the competition typically dominates.
By doing so, the Brand A ensures that its ads appear in a region where the competing Brand B typically has a dominant presence. With Brand A ads appearing in that area, it can seek to intercept potential customers of Brand B by ensuring they see different ads to draw them away from the competitor.
Geo-fencing strategies deliver a variety of advantages. Targeting consumers ensures that ad spend is not wasted and that customers are targeted more efficiently. Geo-fencing is easy-to-use and can help boost a brand's visibility in the right areas, at the right times.