Rather than directing your marketing spend toward broader swaths of the population, it is possible to easily target specific consumers in specific geographic regions. Known as geo-fencing, you can set up any digital marketing or Pay Per Call campaign to target consumers in predefined geographic areas. This ensures that the consumers most likely to need your services in a specific area see your ads. Learn more about geo-fencing and how it can benefit your company.
Read More: Geo-Fencing for the Pay Per Call Beginner: a Few Quick Tips
What is Geo-Fencing?
Geo-fencing is a service available within digital marketing and Pay Per Call campaigns that sets a geographic boundary for the display and appearance of your ads or promotions. As an example, you can set your digital marketing efforts to display when a device enters a predetermined geographic region to push coupons, notifications, limited-time offers, and even security alerts.
While this is predominantly used to target mobile devices to capture consumer attention when they enter an area, geo-fencing can also be used to target specific areas within a broader metro that a service provider operates in. For example, a plumbing service that only operates in a few suburbs of a metro area might target its ads to those cities only rather than pay to cover the entire area with its ad displays.
Read More: How to Map Out an Effective Geo-Fencing Strategy
Benefits of Geo-Fencing
There are a number of benefits you could focus on when learning about geo-fencing. As alluded to above, the most obvious benefit is that you can better target customers in a number of ways. First, you can target mobile consumers to capture their attention when they are in an area near a brick-and-mortar store location. Additionally, for companies that only service a few portions of a broader metro area, it enables location-based targeting for consumers in those regions only rather than the entire metro.
While this is an important benefit to focus on, due in large part to the fact that it can save money when marketing the brand, it is not the only benefit out there to understand. Additional benefits of geo-fencing that should be considered include:
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Engagement – geo-fencing is particularly effective at boosting engagement with your brand on mobile devices. Consumers are more likely to engage with your brand if your dedicated app offers up relevant offers at the right time. It also has the benefit of increasing brand loyalty.
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Attribution – with geo-fencing, you can fill in the missing pieces of the attribution puzzle when analyzing your marketing efforts. Every marketer and every brand wants to find a connection between advertising and action taken by consumers. Geo-fencing allows you to see not only when, but where a consumer viewed your ads.
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Data – geo-fencing also provides a great deal of data from consumers. Each consumer action as a result of your geo-fencing ads showcases traditional elements such as which ad techniques are performing better, as well as which target audiences are more approachable and which locations show promise for growing the brand.
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Personalization – geo-fencing also allows you to personalize content for different target consumers by region and behavior. In the case of static geo-fencing aimed to showcase ads only in particular areas for all searchers, you can target content to consumers in particular neighborhoods that speaks to common issues. Additionally, you can personalize content for on-the-go shoppers moving through a geographic space near your company.
Geo-fencing is not a new technology, but it is one that not all brands take advantage of. Whether your brand has a dedicated app or not, geo-fencing is a strong tool to help boost efficiency in your marketing and boost ROI from your marketing spend.
Read More: 4 Advantages to Using a Geo-Fencing Strategy