As with any new medium, there are always a lot of questions – and unfortunately, assumptions. Here’s a quick list to help you determine if geofencing is the right strategy for you.
Geofencing: What it is and what it isn’t.
- A way to target potential customers by their physical location at any given time
- A way to group and segment potential customers by their similar behaviors – such as people who attend summer rock concerts might be interested in music accessories or discounted tickets.
- A great way to reach your most mobile-savvy customers, where, when, and how you want to reach them.
Geofencing is NOT…
- Sending an unsolicited text message to people on their mobile phones. That’s spamming and it’s illegal.
- Simply picking everyone in a specific city and sending them an ad. Marketers have been able to reach consumers in this way for years – think local/regional newspapers, or TV and radio ads within a specific DMA. We can do this for mobile ads as well, but it’s not always the most effective or best use of geofencing technology.
- Just for coupons. There are many ways to use geofencing technology, such as: driving awareness of your brand, product, or event; raising funds for your non-profit; recruiting employees; and more.