Geo Fencing – Why It Will Change Your Business

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Over the last few years, geo-fencing has become a phenomenon in the marketing world – specifically with retailers and restaurants although the possibilities are endless.

Geofencing, if you’re not already familiar, is the practice of setting up invisible perimeters around a location that then help you to market to people in that area. It is a figurative circle around zip codes, lat/long, or businesses.


The options for geofencing are ever-changing – but here are a few options to start:

 

(1) AdWords Display Campaigns

Although not technically considered geo-fencing, you can accomplish a similar idea by creating hyper-targeted Google Display & Search Network Campaigns that would show on web-browsers and apps when users are on their phones in those areas. The one large drawback to this is that you cannot necessarily differentiate the people coming from hospitals vs. other users in the area.

(2) App Push Notifications

Geofencing allows you to establish a virtual fence around a predefined geographic area. When one of your app users enters or exits the area, you can set your app to push a message to the user.

Of course you can also decide how wide your radius should be. For example if you’re the only business of your sort in town, might as well go big. On the other hand, if you want to target a specific area to leverage local preferences to establish your business as a local milestone, stress the convenient linkage between your message and proximity to the sender.

Moreover, you can also set a duration for your geo-fenced push notifications to be sent out. If you want to start a campaign to promote a product or a service, maybe targeted at a specific audience during a specific time of the year, this tool comes incredibly handy.

(3) Push Notifications Using a Third Party

Third party applications such as Outbound.io are providing the ability to create push notifications on web and mobile devices, that can be in both push format or SMS text message format. This is a recommended alternative to AdWords display campaigns.

(4) Waze Push Notifications

Waze is an app, similar to Google Maps that shows you landmarks in your area as well as the fastest route to get somewhere and where cops are sitting on your route. They have recently come out with Waze ads which come in three versions. Assuming that a person in your area would be using Waze to navigate, they could potentially be marketed to on the Waze platform when they are approaching your business.

(5) Browser Notifications

Browser notifications have become increasingly popular over the last few years. They consist of coding to the website, and the opt-in of users to receive browser notifications. With these notifications you would be able to push notifications to users who’ve opted in to the service. This would include users who’ve opted in on their mobile devices. That being said, you would have to create a custom app (or module) to push notifications at specific locations.

It differs from mobile app push notifications in that while app push notifications are limited to mobile devices and tablets, website push notifications also covers desktops.