Effective marketing requires using multiple channels and approaches to deliver your company message to your target audience. Merely buying a billboard or setting up Google Ad may not be enough to reach your target audience. Thus, let’s chat about Geo-Fencing.
In a world filled with various technologies, advertisements, and media all vying for our attention, how do you make your message stand out? How do you distinguish your company and your unique message? Over the next few weeks, the experts at Perini & Associates will cover some helpful tips for delivering your company message directly to your audience.
First, let’s cover a technology that is projected to grow at a rate of 27.5% by 2022, geo-fencing.
Geo-fencing utilizes GPS coordinates to deliver targeted, location-based advertising and offerings to mobile phones in a specified area. In a nutshell, it allows you to set up a virtual perimeter of interest to target potential customers. When they (and their mobile devices) enter the boundary you have set, it allows you to send them advertisements, emails, alerts, and the like.Beb
Have you ever had an app open and seen an ad banner? That’s probably an example of geo-fencing. With geo-fencing technologies, mobile devices can serve as a highly targeted and effective ad in the hand of every potential client with a mobile device.
Benefits
Let’s go over some of the benefits of using geo-fencing technologies.
1. Increased sales
Some products or services are location and time sensitive. For example, happy hour specials matter to people leaving work looking for a nearby place to grab a drink.
2. It’s cost-effective
Geo-fencing allows smaller businesses to effectively get their message out to customers in the area, which increases the likelihood of them responding positively to the call to action. Let’s face it, most businesses don’t have the budget to compete with larger companies’ advertising budgets. But geo-fencing could help them attract those in their area.
3. Reach your target audience
Geo-fencing helps you ensure that your ads are reaching people in your predetermined physical sphere of influence, which will enable you to reach audiences who would not have otherwise searched for your business.
4. Reinforce your efforts
Does geo-fencing replace other communications efforts? Certainly now. With geo-fencing, businesses can reinforce their targeted advertising efforts. For example, a small shop could place a traditional billboard ad at a location a mile away from the shop, then set up the geo-fencing technologies to run ads when a potential customer reaches a half-mile radius, reinforcing what the potential customer saw before and increasing the likelihood of brand recognition.
5. Build customer loyalty
Here’s a practical example, if a customer is within your chosen radius at lunchtime, you could send an advertisement to their mobile device and increase your chances of bringing them in for a meal.
Summary
The experts at perini & associates are integrating this rapidly growing technology into their list of products to offer a holistic approach to help your company meet its goals. Follow us on social media for more information about geo-fencing, or call us to learn how you can implement it into your communications plans.
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Source: Melissa Stewart, perini & associates.
Starting her career in communications as a military public affairs specialist where she reported on everything from combat operations to life on the base. Since then has earned a degree in strategic communication from Northern Arizona University and an MBA from EDHEC Business School while continuing to work in journalism, public relations, and marketing. Melissa loves being creative and meeting new people. She has experience in Social Media, Email Marketing Content Creation, Google Ads and Search Engine Optimization (SEO). She is a free-lance writer for the Pikes Peak Newspapers.