It is standard practice in articles like this to begin with a stack of data showing how smartphone adoption has grown exponentially over the past for years. However, to save time I’m going to make the not very bold assumption that we can all agree smartphones have won the world. It’s obvious to anyone who travels down the street or to any other continent. Everyone seems to have one, nearly at all times.
Given that, mobile marketing and location-based tools like geofencing are increasingly becoming essential tools for merchants and destinations.
Why? Well, since we’ve agreed that nearly everyone’s carrying around a turned-on smartphone no matter the occasion or the time of day, including your customers and the people you want to become your customers, it makes sense that you’d like to find ways to engage those folks in ways they find acceptable. Taking advantage of location is one way to increase your chances of converting those folks.
Here are a few ways geofencing can help your mobile marketing efforts:
- The filtering power of hyper local targeting.
Because geofencing lets you be more precise in who receives your marketing message. Lets say you are restaurant with a new menu and a deal to offer. You can use geofencing to target users who are within, say, 5 miles of your location during your open hours. The idea is to stay hyper local. You want to target users who are nearby and more likely to come your way.
2. Getting cute with defensive marketing
You can also put a fence in front of nearby competitor’s shop and target users before they enter your rival’s place. This type of defensive marketing is a tactic Burger King recently used on McDonalds.
3. Easy A/B testing
You can guess at what sort of offer is going to convert your target audience, or you can contrast and compare different offers via A/B testing to see what appeals most. Maybe your customers prefer 2×1 margaritas over a free appy? You won’t know until you test, and its easy to do this with geofence marketing.
4. Understand your customers with location data and stats
The real power of location-based marketing like with geofencing is the data you receive when customers interact with your campaigns. How many received it vs how many tapped? How long did they stick around and what did they look at? How many redeemed the coupon, on what device, at what time? And that’s just scratching the surface of what you can gather, all of which helps you better understand the wants and desires of your target audience.
5. Using location to deliver more contextual content
Geofencing lets you better predict what kinds of content might better attract your audience. If you are in charge of marketing to visitors to your town, you can place fences in the arrivals areas of transportation stations, and even at the local highway offramps. You can then deliver the kind of key travel content that engages new visitors, including information about upcoming events, local activities, local dining deals, even some history and culture.
There are many more ways local merchants can take advantage of location-based marketing to better target visitors and locals too. Hipalerts provides a variety of tools to make those efforts easy and effective. Contact us to find out more and setup your first geofence.