Mobile marketing has been taken to the next level with geofencing, which gives companies the ability to advertise specifically to potential customers within a certain geographic radius. Geofencing constructs a virtual boundary around a business location using a combination of technologies, including:
The Global Positioning System is a network of satellites orbiting the earth that can triangulate an individual’s location to an accurate degree.
- Radio frequency identifiers
Bluetooth technology contains small computer chips that use radio waves to connect with each other.
Beacon technology works with location services in smartphones and alerts apps when you approach or leave a location. It uses a Bluetooth signal that can tell when you’re close to a beacon, such as a checkout counter in a retail store.
While geofencing has actually been around for a while, the popularity of smartphones and mobile devices now makes it incredibly valuable as a marketing tool for business owners.
Geofencing offers a world of possibilities for mobile users, from interactive shopping lists (and reminders to pick up milk) to home security systems, garage door openers, automatic coffee pots, limited-time offers for your favourite restaurant, or a suggestion for a new restaurant you haven’t tried before. For marketers, the focus is on push notifications and mobile advertisements that can be tied to a business location.
There is no doubt that hyper-targeted, location-based marketing is going to be the next big thing in digital marketing. Now is the time to get started. Let’s first look at the benefits of geofencing, and then we’ll discuss how you can be a proactive marketer with this technology.