Meet Geofencing, a New — and Super Effective — Mobile Marketing Hack
Every digital marketer worth their salt would know the significance of mobile-optimized online content. Almost every one of us has got a personal mobile device. Research has revealed that on an average, customers spend around five hours a day on their smartphone. Thus, mobile marketing has become one of the most effective methods for reaching your target demographic.
As technology continues to evolve and provide a more mobile-centric consumer experience, our digital marketing methods need to adapt and change as well. We need to integrate new digital marketing techniques to leverage the indispensability of mobile phones in our lives. One of the most effective of these — and one specifically designed with mobile connectivity in mind is geofencing.
Geofencing in a Nutshell
Geofencing, for the uninitiated, is all about using the types of technologies that have become standard mobile device feature sets — such as GPS or RFID capabilities — and creating new consumer applications based on how these technologies work. The endgame for geofencing is to create invisible, virtual boundaries around geographic areas that trigger responses when someone, armed with their mobile device, crosses that boundary in either direction.
Geofencing has already been used to great effect in the smart technology sector, allowing you to walk into a dark room and have the lights turned on automatically, as long as you have your mobile device with you. Entertainment is another wildly popular application — just take a look at how immensely popular the Pokemon Go mobile game became, with reports of up to 147 million users in 2018. It stands to reason, then, that adapting geofencing for digital and mobile marketing is a massive step in the right direction!
Providing Personalized, Location-Relevant Marketing Opportunities
Geofencing is ideal for providing high levels of personalization to digital marketing campaigns, especially ones that are fine-tuned to consumer location. Pushing marketing materials to mobile devices after a user has moved into relevant real-world areas provides a high level of engagement. It is because these virtual boundaries can be set at essentially any scale, with ranges varying from moving to a new city or walking down the aisle of a supermarket.
Imagine a world where a shopping app sends a push notification for exclusive coupons to a user’s mobile device when they walk through the produce aisle, leading a consumer to choose a marketed product over a competitor’s. In fact, the Walmart mobile app already does this to serve consumers with coupons and electronic receipts. Geofencing can get your marketing content into the hands of consumers that are in the perfect position to be influenced positively by that content. That’s the potential power of geofencing.
Geofencing is Just One Part of the Puzzle, Though
Geofencing is the kind of mobile marketing tool that digital marketing professionals dream about. However, even the most powerful tool is next to useless unless you use that tool in ways that support your goals as a marketer. Just as even the most well-crafted social media marketing campaign will flounder without content created specifically for sharing in that setting, so too will a geofencing campaign crash and burn without implementing it in ways that will yield the results you’re looking for.
First and foremost, you’ll need to partner with a company that provides you with a platform to leverage geofencing to your advantage. There are a number of B2B and B2C platforms currently in existence; in the UK, for example, the Vouchercloud free mobile app serves up coupons to users whenever they pass within a specific range of retail partners, representing the kind of necessary fusion between marketer and geofencing infrastructure provider that provides high levels of service for everyone involved.
The Geofencing Checklist
It should be fairly apparent by now that incorporating geofencing into your digital marketing campaign activity — especially if you want to harness the burgeoning mobile marketing demographic — is a great idea. It’s also pretty straightforward now that you do need to take a specialized approach if you do want to dip your toes into the waters of geofence-driven mobile marketing. To make it easier for you, here’s a quick checklist to get started.
- Start a digital marketing company. We’re pretty sure you’ve got that covered at this point.
- Create a fully-fledged digital and mobile marketing playbook. Remember that while geofencing is a powerful tool, it’s just one of many in the modern digital marketer’s toolbox. Local SEO, content marketing, social media engagement — round out your skill set so that you can support your geofencing endeavors.
- Research mobile geofencing technology partners. Whether you’re building a website from the ground-up as a companion to a B2B or B2C mobile app or you’re using a pre-established service similar to Vouchercloud, it’s important to find a partner that’s going to fit your marketing vision.
- Showcase your mobile marketing chops to prospective clients. Take the time to polish your marketing content in conjunction with mobile-friendly marketing techniques so that potential clients can see how effective geofencing can be when integrated into a mobile marketing campaign.
The Final Word
Nobody knows what the future holds for sure, of course. But it’s a safe bet that things like geofencing, which might seem like a unique concept today, is the harbinger of digital marketing’s brave new world. Mobile marketing is undoubtedly here to stay, and ensuring that your marketing company is agile enough to adapt to the rapidly changing landscape will help in future-proofing you for whatever new and exciting changes are around the corner!