Location-based data and customer tracking is vital to any business in the modern era. Whether you’re marketing a national brand or competing in a tense local market, the high volume of mobile search and mobile app use by customers leaves a trail of GPS-based information that can be used by businesses to hone in on specific customers with customized messaging. When you look into location-based data, you’ll hear a lot about geo-conquesting and geo-fencing. What’s the difference?
Intro to Geo-Fencing
Geo-fencing is used to establish a virtual perimeter for your advertising, marketing, and Pay Per Call efforts. With most distribution partners you can use a map to set exact pin locations that establish where you’d like your ads to appear, and areas you don’t want to waste ad spend on trying to capture customers. With geo-fencing you can serve the right content to the right consumers when they are within your specified geo-graphic area, delivering timely content that captures their attention when they are shopping and/or in the mood to buy.
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Intro to Geo-Conquesting
The concept of geo-conquesting is different from geo-fencing. As described above, you use geo-fencing to establish virtual parameters for where your content is visible and triggers an action when consumers are within that specified area. Geo-conquesting, as the name might suggest, is a means of attracting customers away from your competition and toward your brand instead when they are in a specified geographic area.
When your target consumer shop within your area, and at a competing brand, you can serve up timely ads that attempt to draw them away from the competition. For example, let’s say you operate a auto repair and oil change shop. You can establish geo-fencing for a specific region, and use geo-conquesting to capture GPS data of customers in the area visiting a rival mechanic shop, and send them timely offers for services such as a coupon that gives them a better deal on an oil change.
Geo-fencing and geo-conquesting are different concepts, but when deployed in tandem you can target specific consumers in a specific space, and attempt to lure them away from the competition when you capture their location at or near a competing brand.
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