{"id":8030,"date":"2023-05-24T00:00:00","date_gmt":"2023-05-24T07:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2018\/10\/15\/what-is-geofencing-and-why-does-your-business-need-it\/"},"modified":"2023-10-10T09:21:24","modified_gmt":"2023-10-10T16:21:24","slug":"what-is-geofencing-and-why-does-your-business-need-it","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/what-is-geofencing-and-why-does-your-business-need-it\/","title":{"rendered":"What is Geofencing and Why Does Your Business Need It?"},"content":{"rendered":"

In 2018, Google\u2019s head of ads, Sridhar Ramaswamy, revealed <\/span>that while mobile searches for \u201cnear me\u201d are increasing, the search terms are becoming more specific, such as \u201ccowboy boots near me\u201d or \u201crolled ice cream near me.\u201d\u00a0<\/span>Meanwhile, there\u2019s been a 10x increase in searches for \u201copen near me tonight,\u201d and searches for \u201cthings to do tonight\u201d have more than doubled. <\/span><\/p>\n

For any business looking to capitalize on the surge of local search queries, geofencing is a popular and effective way to turn local search traffic into foot traffic to a storefront or other specific location. In fact, according to <\/span>Mobile Marketer report<\/span><\/a>, campaigns that use geofencing typically exceed the industry click-through rates with a 1% average (the industry average is 0.4%).<\/span><\/p>\n

\"Millennial<\/a><\/p>\n

What is Geofencing? <\/b><\/h2>\n

Advertisers use GPS technology to draw virtual fences around specific areas, such as a storefront, they want to target with ads, offers, and promotions. <\/span><\/p>\n

How Does Geofencing Work?<\/b><\/span><\/h2>\n

Once a prospect enters a geofenced area, they\u2019ll be served with mobile ads from that advertiser. Ideally, that prospect will then make their way through the funnel and eventually convert.<\/span><\/p>\n

Advantages of Geofencing<\/b><\/h2>\n

Geofencing offers several advantages for advertisers.<\/span><\/p>\n

Create Targeted Advertisements: <\/b>Geofencing allows for super-targeted messaging based on location. With specific, optimized messaging, marketers are able to increase overall ad effectiveness. Effective ads lead to an increase in conversions at a lower cost to the business.\u00a0\u00a0<\/span><\/p>\n

Draw in Local Audiences: <\/b>For local businesses, it\u2019s important to draw in customers who are also local. Restaurants and stores may want to focus on increasing foot traffic, so having the ability to target consumers in a specific radius is a necessity for reaching these goals. With geofencing, companies can target the right people at the right time in the right location.<\/span><\/p>\n

Create an Omnichannel Experience: <\/b>Geofencing can be used in combination with other marketing channels to create an omnichannel marketing campaign. Connecting with your target audience across multiple channels builds brand trust. Additionally, most leads will need several touchpoints before converting. By appealing to your audience across multiple channels, your team can build deeper relationships that will increase ROI and conversion rates.\u00a0<\/span><\/p>\n

Personalize Your Campaigns: <\/b>Personalization is important in driving any successful campaign. However, regulations and consumer concerns are changing how brands create these kinds of campaigns. Geofencing allows companies to personalize their message across a specific demographic without violating privacy laws or feeling invasive.<\/span><\/p>\n

Best Practices for Setting up a Campaign with Geofencing<\/b><\/h2>\n

To maximize the effectiveness of geofencing, you will want to follow the following best practices:<\/span><\/p>\n