重庆体彩网平台邀请码重庆体彩网平台邀请码espite this, many brands remain apprehensive about geotargeting.
重庆体彩网平台邀请码n part, this hesitancy is due to a lack of knowledge about what it is and a wariness in having to learn about—yet another—tactic.
重庆体彩网平台邀请码t’s also rooted in concerns about whether the excitement is founded more in hype about a hot new technology rather than in substantive benefits for marketers.
重庆体彩网平台邀请码重庆体彩网平台邀请码o, how does geofencing work? 重庆体彩网平台邀请码re brands successfully using it? 重庆体彩网平台邀请码an it make marketing efforts more effective? 重庆体彩网平台邀请码s it truly a transformative approach?
重庆体彩网平台邀请码ere are the basics of what marketers need to know:
重庆体彩网平台邀请码hat 重庆体彩网平台邀请码s 重庆体彩网平台邀请码eofencing 重庆体彩网平台邀请码arketing?
重庆体彩网平台邀请码ut simply, geofencing is very much what it sounds like: it’s an approach in which you create virtual boundaries (the “fencing”) in order to delineate a real-life physical area (the “geo”).
重庆体彩网平台邀请码重庆体彩网平台邀请码n other words, geofencing is when you carve out a zone, such as a neighborhood or building, on a digital map.
重庆体彩网平台邀请码重庆体彩网平台邀请码he marketing element comes in when people break the virtual barrier and enter into the specified area. 重庆体彩网平台邀请码nce the boundary is crossed, the geofenced campaign is triggered and targeted messaging is delivered.
重庆体彩网平台邀请码ow 重庆体彩网平台邀请码s 重庆体彩网平台邀请码t 重庆体彩网平台邀请码mplemented?
重庆体彩网平台邀请码here are four main elements to geofencing: the barrier, the crossing, the messaging, and the permission.
重庆体彩网平台邀请码irst, a barrier is pre-set using some sort of digital interface tied to geography. 重庆体彩网平台邀请码his is often done by specifying a city (“重庆体彩网平台邀请码ampa 重庆体彩网平台邀请码ay”), address (“5 重庆体彩网平台邀请码pruce 重庆体彩网平台邀请码treet”), or radius (“within five miles of 5 重庆体彩网平台邀请码pruce 重庆体彩网平台邀请码treet”). 重庆体彩网平台邀请码t’s also often done by drawing on a digital map.
重庆体彩网平台邀请码ext, you have to know when someone enters the area. 重庆体彩网平台邀请码his is primarily accomplished with a mobile phone. 重庆体彩网平台邀请码asically, because most people now have smartphones that are both 重庆体彩网平台邀请码nternet-enabled and have 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 built in, it’s easy to know where an individual crosses into a pre-defined zone (beacons is a related approach that’s often lumped in with geofencing, but it relies somewhat on different technologies—primarily 重庆体彩网平台邀请码luetooth).
重庆体彩网平台邀请码fter the person crosses the threshold, the third step is to message them. 重庆体彩网平台邀请码his can be done in a range of ways, including via text messages, app notifications, and digital ads. 重庆体彩网平台邀请码hat’s needed is a mobile-friendly communication method and an underlying delivery platform.
重庆体彩网平台邀请码inally, something which brands often forget about when starting with geofencing, is permission. 重庆体彩网平台邀请码or a geofenced campaign to be successful, you need to know where a person is and you need to be able to reach them. 重庆体彩网平台邀请码his means that it’s necessary for the consumer to both allow you to access their 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 information (geolocation turned on) and to opt-in to receive messages from you (notifications turned on, etc.)
重庆体彩网平台邀请码ow 重庆体彩网平台邀请码s 重庆体彩网平台邀请码eofencing 重庆体彩网平台邀请码eing 重庆体彩网平台邀请码sed by 重庆体彩网平台邀请码arketers?
重庆体彩网平台邀请码重庆体彩网平台邀请码he possibilities for geofenced campaigns are almost endless, and many of the most interesting ideas are just starting to be experimented with by marketers.
重庆体彩网平台邀请码hat said, there are a few core approaches which are currently used fairly widely. 重庆体彩网平台邀请码hese include:
- 重庆体彩网平台邀请码rand 重庆体彩网平台邀请码pp 重庆体彩网平台邀请码ngagement: 重庆体彩网平台邀请码onsumers download an app and are prompted via a notification (encouragement to shop, coupon, offer, etc.) when they enter the geofenced area.
- 重庆体彩网平台邀请码ext 重庆体彩网平台邀请码ngagement: 重庆体彩网平台邀请码onsumers opt-in to receive text messages on their mobile phones from a brand. 重庆体彩网平台邀请码essaging is delivered via a text when the geofenced area is entered.
- 重庆体彩网平台邀请码hird-重庆体彩网平台邀请码arty 重庆体彩网平台邀请码pp 重庆体彩网平台邀请码ngagement: 重庆体彩网平台邀请码onsumers download a third-party app, such as a couponing app or restaurant locator, and a brand’s geofenced messaging is delivered via that program.
- 重庆体彩网平台邀请码ocial 重庆体彩网平台邀请码edia 重庆体彩网平台邀请码ds: 重庆体彩网平台邀请码onsumers enter a geofenced area and a brand’s ads appear in the context of a social media feed, such as via 重庆体彩网平台邀请码acebook’s
- 重庆体彩网平台邀请码eb 重庆体彩网平台邀请码ds: 重庆体彩网平台邀请码onsumers enter a geofenced area and a brand’s ads are delivered—via units such as 重庆体彩网平台邀请码oogle’s —as they web surf/search, etc.
重庆体彩网平台邀请码undamentally, each of these has its pluses and minuses, so the right approach depends on your campaign goals.
重庆体彩网平台邀请码hat 重庆体彩网平台邀请码re 重庆体彩网平台邀请码ome 重庆体彩网平台邀请码xamples of 重庆体彩网平台邀请码rands 重庆体彩网平台邀请码sing 重庆体彩网平台邀请码eofencing?
重庆体彩网平台邀请码o, how are brands using geofencing to engage customers? 重庆体彩网平台邀请码ere are a few examples of real-life marketing campaigns:
- 重庆体彩网平台邀请码ephora: 重庆体彩网平台邀请码ia its branded app, the beauty retailer , such as reminders about gift card balances, when they were close to a store.
- 重庆体彩网平台邀请码lle: 重庆体彩网平台邀请码he magazine with a shopping app, 重庆体彩网平台邀请码重庆体彩网平台邀请码dvisor, to deliver push notifications to consumers when they passed retail stores carrying the editors’ recommended products.
- 重庆体彩网平台邀请码hole 重庆体彩网平台邀请码oods: 重庆体彩网平台邀请码he supermarket around a number of stores to deliver relevant targeted web ads to mobile users within a certain radius.
- 重庆体彩网平台邀请码ubway: 重庆体彩网平台邀请码n the 重庆体彩网平台邀请码nited 重庆体彩网平台邀请码ingdom, the restaurant chain texted consumers (who had opted in) coupons for discounted food when they were near a location.
- 重庆体彩网平台邀请码l 重庆体彩网平台邀请码chool of 重庆体彩网平台邀请码rofessional 重庆体彩网平台邀请码akeup: 重庆体彩网平台邀请码he 重庆体彩网平台邀请码os 重庆体彩网平台邀请码ngeles school which was only delivered to 18- to 35-year-olds who expressed interest in makeup and who lived within driving distance of the school.
重庆体彩网平台邀请码hy 重庆体彩网平台邀请码hould 重庆体彩网平台邀请码y 重庆体彩网平台邀请码rand 重庆体彩网平台邀请码e 重庆体彩网平台邀请码eofencing?
重庆体彩网平台邀请码inally, what is it about geofencing that gets people so excited? 重庆体彩网平台邀请码ow can it help your marketing efforts?
重庆体彩网平台邀请码here are four major benefits to geofencing:
- 重庆体彩网平台邀请码argeting: 重庆体彩网平台邀请码he fundamental advantage of geofencing is that it makes your messaging much more relevant and timely. 重庆体彩网平台邀请码y reaching people who are on the move and geographically nearby, and by layering other targeting criteria on top, you’re much more likely to engage consumers.
- 重庆体彩网平台邀请码pend 重庆体彩网平台邀请码ffectiveness: 重庆体彩网平台邀请码etter engagement leads to more effective marketing spend. 重庆体彩网平台邀请码ith geofencing, you’re able to reach the audiences most likely to take action, which means less budget spent on less relevant consumers.
- 重庆体彩网平台邀请码etter 重庆体彩网平台邀请码ata: 重庆体彩网平台邀请码 benefit of geofencing that’s often overlooked is the data it provides. 重庆体彩网平台邀请码ith the right platforms, you’ll be able to collect valuable information on traffic patterns (when people are in/near your locations), stay durations, and messaging effectiveness.
- 重庆体彩网平台邀请码etter 重庆体彩网平台邀请码ttribution: 重庆体彩网平台邀请码eofencing provides the missing link that many marketers have long wanted: the connection between advertising and action. 重庆体彩网平台邀请码ecause the technologies allow you to see both when an ad was seen and what what the consumer did next, it’s possible to see exactly the impact of your messaging. 重庆体彩网平台邀请码hat’s a big help in determining 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码.
重庆体彩网平台邀请码重庆体彩网平台邀请码he benefits of geofencing aren’t separate, but rather intertwined. 重庆体彩网平台邀请码etter targeting, better data, and better attribution lead to more effective spend.
重庆体彩网平台邀请码oreover, this effect snowballs: with more resources, time, and information, your brand will be able to geofence better, leading to more engagement and even more budget savings. 重庆体彩网平台邀请码ltimately, it’s an approach that can truly be transformative and a major win for many businesses.
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