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How Geofencing Works
- A geofence – basically a digital line – is drawn around a particular location. That location can be a building, an event venue or a neighborhood.
- Once a cell phone user crosses that virtual fence, GPS technology captures their phone’s unique mobile device ID.
- When the user opens their phone and uses their web browser or accesses various applications on their phone, your advertising message will be delivered.
- Those who have visited the geofenced location will continue to see your ads on their phone for up to 30 days.
Benefits of Geofencing
Geofencing is another tool in the toolbox of targeting advertising based on identifying the right customer at the right time. This particular tool is effective thanks to a number of unique benefits, including:
- Versatility: We can set your campaign up for a one-time event, by geofencing a single day at a particular building. Or we can identify hundreds of locations, draw geofences around them, and run a campaign for months or years.
- Cross-targeting: Once a phone has been tagged, thanks to cross-targeting, we can reach out to that person’s other devices, including a home or work computer.
- Banner ads across a range of applications: Advertising can be delivered through a wide array of applications, including everything from Words With Friends to the weather. Each ad is a standard banner ad.
Who Can Use Geofencing to Improve Marketing ROI?
The applications for geofencing are never ending. Here’s just a few situations where this powerful technology can be used to deliver targeting messages to consumers.
- An event promoter who wants to reach out to attendees for a repeat performance – or with a sponsor’s messaging. By setting up a geofence around the venue, marketing can be delivered to attendees for up to a month after they leave the event.
- A car dealership that wants to target their competitors. A geofence around the competing dealership will allow ads to be delivered to everyone who visits.
- Personal injury lawyers who want to reach accident victims at auto-body shops or hospitals. Geofences around several different locations are possible, allowing advertising messages to be sent on a number of cell phone applications.
- Retail store that wants to maximize repeat business from existing customers. Reach out to your customers after they leave.
- A neighborhood restaurant that wants to reach nearby homes with information about their convenient delivery service.
Measuring Geofencing Performance
No matter what situation you are utilizing geofencing for, MindEcology will use five metrics to measure the performance of your campaign.
- Impressions: Impressions are the number of times your ad is seen by a user who’s been identified through the geofence.
- Clicks: Clicks are the ultimate proof of both a successful geofence campaign and compelling creative. This metric measures the number of times a user has clicked through the ad to your website.
- Audience: The number of mobile phones that have been tagged by the geofencing campaign, whose owners are then eligible to view your retargeting ads on their mobile phones or other devices they own.
- View-Through Conversions: The number of page visits by those who saw an ad and initially did not click, but then later returned to click on the ad and visit your page.
- Foot Traffic to Your Location (for those campaigns for which this applies): If the goal of your geofencing campaign is to drive traffic to your brick-and-mortar location, we’ll be able to tell you how many people show up thanks to your campaign.
Ready to take your marketing to the next level using the power of geofencing? The data scientists at MindEcology can help you harness this technology. Contact us today to schedule a free consultation.
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