Mobile is the fastest-growing digital advertising format in the United States. The main factor which is increasing the growth in mobile advertising is its ability to target customers in specific locations through Geofencing, geotargeting and beacons.
What is Geofencing technology
Geofencing mostly uses GPS technology to create a virtual geographic boundary; when a device moves into the virtual space within the fence, triggers are sent and the all users within the fence will receive the ads that are set for that area.
Many of you are already familiar with geofencing. One example of that is when you get push notifications, SMS message, alerts, display targeted advertising suggesting you places to eat or stay as you arrive at the airport.
Brick-and-mortar stores, local business and professionals are using geofencing. One of the most common use is by personal injury Lawyers who geofence hospitals and criminal Lawyers who geofence police stations.
Business that are using geofencing are getting great results as far as number of leads and clients they generate.
Geofencing works the best for businesses that would like to increase their brand awareness and get people clicking on the ads.
…and Geotargeting technology?
Geotargeting basically involves detecting a device’s last known location and sending advertiment based on that location.
Geotargeted content can be paired with data about user preferences and activities to target specific groups of people and also exclude groups of people you don’t want to target.
In a nutshell, the key difference with geofencing is that it refine, narrows down the targeted audience within specific criteria, such as demographics, behaviors, interests.
Also, geotargeting tracks the customers where they are whereas geofencing tracks them only when they enter or leave a preset area. Geotargeting is done after knowing user’s location while in geofencing irrespective of user’s location, messages are sent to those who are anywhere in the pre-defined area.
- Geofencing vs geotargeting. Which one is better?
Both geofencing and geotargeting can be done on mobile, tablet, computer and gaming devices with internet access. If you are about to decide which is best for your marketing, think of who your target audience is. If you are interested in advertising to a population of all ages and all interests and you want to increase your brand awareness then geofencing is perfect for you. Geotargeting tends to be better at driving people to call and visit a store because it allows to target the audience that actually can be interested in your products and services.
- About beacons devices
Beacons work with bluetooth technology. Their purpose is to detect your device as you move into their proximity. What actually happen is that when your device moves near the beacon your store’s app starts communicating with you. If you already have a store’s app installed and your bluetooth is active you may have experienced beacons as you enter into a store and you move along the aisles. Beacons are perfect for stores that want to provide customers with product informations, flash sales or deals, and to speed up the checkout process with a contactless payments system.
What do you think about geofencing and geotargeting for mobile?
If you need help with lead generation and mobile ads we are here to help!
For more infos about these technologies you can click on the following links: