What is Geofencing Marketing?
Geofencing marketing (also known as “geofencing advertising”) is a method of location-based advertising where consumers are targeted based on their location in real-time in relation to a defined radius (or geofence) around a specific location. This is made possible by consumers opting into location-based services on their mobile phone. Geofencing marketing can be used to attract users into a brick-and-mortar location based on variables defined by the advertiser, including distance from location, weather, online and offline behavior, time of day, and more. One method of geofencing marketing (called “Geo-conquesting”) is to attract customers away from competitors as they get close to a competitor’s location.
While geofencing marketing can be a great strategy, it’s important to understand its limitations. For example, a geofence to determine whether a consumer is in a location may not be the most accurate use. In these instances, it is better to use polygons.
At GroundTruth we have taken geofencing marketing to the next level with our Blueprints technology. Learn more about our location-based advertising services today!