Technology is constantly evolving, and as a business owner, you need to figure out how to best engage your target market through the technology that they use daily. Smart marketers realize this, and they also realize that most consumers find themselves attached to their mobile devices for a good part of every day; they use this information to their advantage. One way in which they do this is to use geofence advertising to target mobile users in a small geographic area.
A geo-fence is just a virtual area that can be picked out of thin air; you can target an area around a building, a neighborhood or any area that you choose. When a mobile device crosses into or exits your geofence area, an instant message or email is automatically sent to that device, so you end up targeting your audience with pinpoint accuracy.
Big corporations are starting to realize the power of this type of advertising. Think about it from their perspective; how nice would it be to send a text to every potential customer who walks by a place of busine
ss or a billboard? Not only do you reach your customer, but you reach them when they are in a prime area to be engaged.
Why Should You Consider This Type Of Marketing?
It's Local
It wasn't too long ago that people considered marketing to a particular ZIP code laser targeting. This isn't true anymore; with geo-fence marketing, you can literally deliver your message to people who walk 500 yards in front of a certain area.
It's estimated that 72 percent of consumers use their mobile devices when shopping, and 28 percent of them use their devices to research products. Just imagine how much you can increase foot traffic to a certain area when you can target these consumers every time they are in sight of your business; this type of marketing translates into extra foot traffic and impulse purchases that the consumer
would have never made before.
It's Personal
As we mentioned earlier, almost no one leaves their home without a mobile device today, and this means that people grow very attached to their devices; they become an integral part of their life. Geofence marketing uses this to its advantage. If you can control a consumer's phone, it makes your message seem more genuine and personal.
The person receiving your message can choose whether they open it or not, so it never seems like your marketing materials are intrusive; it makes the consumer feel like they made a choice about your product. You market to them without annoying them.
Offer Rewards And Promotions That Expire Quickly
Geofence advertising can drive consumers to a different offer every few hours; traditional marketing can't do this. You can literally change a promotion on the fly, so if something isn't working well, you can instantly tweak it to get better conversions.
When a promotion expires quickly, people are more likely to take advantage of it while they can. You can use geofence advertising to increase revenue during business hours when you typically don't make much money. If you notice a lull in business, send out a targeted offer to drive customers in the area to your door.
Mobile marketing is the future of advertising, and geofencing is one tool that can easily be added to your arsenal today; it increases conversions, and it uses a highly personal message to drive consumers to your establishment. Simply put, it optimizes your marketing efforts at a minimal cost.
