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What is Geofencing?

August 26, 2021

Hi my name is Christopher Seminatore and I own GetGeofencing.  Have you ever thought about a product, or maybe been talking on the phone about it, then suddenly you see an ad for that product? Well, that’s what we do.  If you have a business, you want your business in front of the person at this moment.  Your prospect has a way higher probability of responding to an ad if they are thinking about the product or service.  With this blog and other blogs, we are going to show how we do this.  It’s not magic or the government tapping your phones. It’s the crossroads between technology and human behavior.

What is Geofencing?

People often ask what is geofencing? First, let’s quickly define what geofencing is.  We place a digital parameter around a physical location.  Then we collect data from the cell phones of people entering the location.  With that data, we serve ads to people who visited the geofenced location across almost all websites and apps. This targeted audience will receive 3-5 ads a day when they visit their favorite website or app. The ads can be static, video, even television commercials for those with connected tv.  Hopefully, this gives you a better understanding of what geofencing is.

There are several distinct applications of geofencing technology.  Today we are going to cover 3 very powerful marketing capabilities.

 

Addressable Geofencing

The first one we will cover is addressable geofencing. Addressable geofencing is uploading a list of physical addresses to our platform and serving ads to this targeted audience.  The ads are served cross-platform, which means any device connected to the internet.  Imagine a digital direct mail campaign that gets your business in front of a targeted audience 3-5 times a day.

Addressable geofencing can be used as a stand-alone tactic or can be used in a multi-channel approach to support direct mail, tv and radio campaigns, or print advertising.  Case studies have confirmed a 25%-40% increase in lift and response rate when used in conjunction with multi-channel campaigns.

By extending reach, improving frequency, and providing foot traffic attribution (people who physically visit your store), addressable geofencing makes all household targeting efforts more effective.

With addressable geofencing campaigns, advertisers can upload up to 1 million street addresses.  Our platform uses a simple spreadsheet with 4 columns: address / city / state / zip.  The addresses automatically convert into geofences that conform with county-level plat property lines.

 

Event or Trade Show Geofencing

 

Event targeting captures cell phone data of people attending an event or trade show.  The targeted audience at the event or tradeshow is then served ads for up to 30 days after the event.  This a very cost effective and powerful option to running sponsorship campaigns during events.

Sponsorship campaigns are banners, billboards or scoreboard mentions during the trade show or event. With sponsorship campaigns, once the event is over, the campaign is completed.

With event geofencing, your business is put in front of this targeted audience for up to 30 days after the event.  Coupled with an effective re-targeting campaign, a business can stay in front of the targeted audience for several months.

Another quick thing to point out.  Next time you are at an event like a baseball game, look around.  What are people doing? You will see some people viewing websites and apps on their cell phone. Use the real estate in your targeted audience’s hand, your business will see powerful results.

 

Retargeting

Retargeting keeps your business in front of bounced traffic after they leave your website.  On average, about 2% of web traffic converts on the first visit.  Experts agree a brand should “touch” a prospect at least 7 times to increase brand awareness.  Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

Once a user visits a website, retargeting installs a simple cookie to anonymously follow your audience all over the Web.  This allows the advertiser the opportunity to present ads on other sites to users who have visited your site.

Retargeting is incredibly effective because it focuses your advertising spend on people who are already familiar with your brand and have demonstrated interest.  That’s why most marketers who use it see a higher ROI than from most other digital channels.

For more ideas, check out here

Chris Seminatore Get GeoFencing

About The Author:

Christopher Seminatore is the Managing Partner at GetGeofencing. He is ex-Naval Intelligence, graduated from Miami of Ohio, currently resides in Baja California and guest lectures at UC Irvine on Hyper-Local Marketing for the Business Administration Master’s Program. He is spearheading another project to assist business owners aptly named GetGeoLocal. Mr. Seminatore is an avid motorcycle enthusiast that hates working out but does it anyway. Go Bengals, Go Rams!  

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