What is Geofencing? If you’ve been keeping up with the latest digital marketing tools then you’ve most likely heard of one of the latest vocabulary words in business advertising technology. Geofencing. But what is it? Why do people use it? Can it really make a difference? And perhaps the question people most want to know the answer to is… Is it ethical?
These are just some of the concerns we’d like to address with you in our four part geofencing series. So stay tuned and for now, here’s Part 1 below!
1. What is Geofencing?
Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to create a virtual geographic boundary, enabling software to trigger a response on a mobile device as it enters or leaves a particular area.
*Geofencing technology is compatible with 92% of U.S. smartphones.
*53% of shoppers visited a specific retailer after receiving a location-based alert.
*Smartphone users are often times completely oblivious to the realities of businesses obtaining big data analytics on their whereabouts and shopping patterns through obtaining their phone’s IP address..
*Geofencing positively affects businesses by increasing sales but can have negative affects by misusing some of the data obtained.
Source: Melissa Bately, perini & associates.
Holds a B.A. in Public Relations from Lipscomb University in Nashville, TN, and began her professional experience at Word Records and McClain Public Relations. She has supported and represented a wide variety of clients, and she enjoys creating special projects, activities, and events to promote and foster relationships between clients and their respective communities.