Geofencing mobile advertising is mostly associated with delivering ads in smartphone apps and other devices. Geofencing is location-based marketing in which software or an app uses cellular data, GPS, wifi, or radio frequency identification to deliver targeted marketing activities such as an ad when a mobile device enters a virtual geographical boundary called a geofence.
An example is when a customer enters a cosmetic store, and they receive an app notification, ‘buy one lipstick, get one free, an offer that runs today only.’ Marketers can use many types of alerts to send to a user when they enter a geofence location, such as texts, emails, app notifications, or social media advertisements.
Geofencing mobile advertising is often effective and can produce incredible results for businesses targeting location-based marketing. Check out some tips for integrating geofencing mobile advertising into your marketing strategy.
Identify a clear geofence
A geofencing marketing campaign begins with first building a clear fence by identifying where your target consumers mostly visit. It could be your store, trade show, convention, concert or any other place. When you find that location, create the virtual boundary to be used to capture mobile devices that enter that area.
Limit your scope
A critical thing to do is to limit your geofence. You don’t want a geographical scope that is too wide or too small as you risk the effectiveness of geofencing mobile advertising. Looking at the example we mentioned earlier for a cosmetic store, a lady who is 30miles away from the store may not be willing to travel for one free lipstick.
Ideally, a four or five-minute walking or driving distance is a suitable geofence radius. It may appear small, but the beauty of geofencing is targeting customers who are minutes away from your physical store. But it also depends on the location. For instance, if you are in a rural area, you will want to increase the miles to that geofence for a higher capture rate.
Adopt a catchy mobile advertising design
Mobile advertising significantly differs from other types of advertising, such as print ads and other media. Remember that you are taking advantage of the customer’s mobile use, and poor advertising designs can trigger consumers’ frustrations. Again, mobile advertising aspects are quite limited, so you need to focus on attention to detail. Minimalistic designs and contrast of colors are essential. If the mobile ad does not draw the user’s attention or send a clear message, the user will scroll past and not pay attention to it. So, creation and layout are critical things to consider.
Integrate a clear call to action
Integrate a clear call to action that triggers immediate action. Since you are targeting consumers who are already within your store’s vicinity, give them an immediate reason to walk into your store through a clear call to action. Geofencing works if you create more urgency in your advertising message.
Use several marketing techniques.
It is not easy to receive high ROI if you utilize just a single marketing strategy. You can mix geofencing mobile advertising with display marketing, video advertising, content marketing, etc., to target many specific audiences.
The final words
The most critical aspects of geofencing mobile advertising include identifying a clear geofence, designing a catchy advertisement, integrating a clear call to action, and implementing other marketing strategies to target different audiences.
