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Geo-Fencing: The New Edge Technology for Marketing

Vrinda Mathur
Nov 16, 2022

Geofencing for advertising and marketing is not a novel idea. However, as the number of mobile devices in the world has increased, so has their popularity. This is due to the fact that geofencing uses signals from prospective customers' mobile devices to trigger marketing and advertising techniques. For example, if you own a pizza restaurant and use geofencing marketing, passersby may see an ad for your pizza in their social feed the next time they log in.

What is Geo-Fencing?

Geofencing has existed for nearly as long as GPS systems. Later, it was used to track livestock and other items. Businesses can now use geofencing to market to customers who are in their immediate vicinity.

Geofencing technology communicates between your business and prospective customers' smartphones via radio frequencies, GPS, and Bluetooth beacons.

For example, if you own a store in a shopping mall, you could use geofencing to show mobile users a coupon or discount that is currently available in your store. When a mobile phone user walks into a store, their phone activates the geofencing mechanisms, and your ad appears in their social media feed, as a notification, as a text message, or through any other geofencing means.

Geofencing is a location-based service in which an app or other software program uses radio frequency identification (RFID), Wi-Fi, GPS, or cellular data to trigger a targeted marketing action (such as a text, email, social media advertisement, or app notification) when a mobile device or RFID tag enters or exits a geofence.

When a young woman walks near a Sephora retailer at the mall, she receives an app notification that says, "Today only! "Buy one lipstick, get one free!"

GPS, Bluetooth, and beacons can track a consumer's location, and there are three ways to use this technology to target consumers: geotargeting, geofencing, and beaconing.

Whereas geotargeting is focused on delivering targeted advertising to desktop users based on their location, and beaconing is focused on transmitting targeted messages and information to nearby mobile devices, geofencing is focused on the virtual perimeter you build around a specific geographic location to deliver targeted messaging.

When a user enters a geofence, you can send a variety of alerts. Text messages, in-app notifications, and social media ads are among the more popular types.

Geofences can be set up anywhere in the world on mobile, tablet, and desktop devices. Geofencing can be configured to target a specific location (such as the mall mentioned above), a demographic market area, a business category (for example, restaurants), a brand location (for example, all Sephora locations worldwide), a city, or a region.

Also Read | Understanding Global Positioning System (GPS)

Benefits of Geo-Fencing?

What is it about geofencing that piques the interest of marketers, and how can it help your marketing efforts? Here are the main advantages:

Improved Targeting:

With the ability to hyper-target prospects, you will be able to not only reach them at the right time and place but also engage them with messaging that is relevant and timely.

You'll be much more likely to engage your prospects if you target people in a specific geographic area and filter that are based on specific targeting criteria. Using the Sephora example above, a marketer would not broadcast the "lipstick" message to any Jane, Dick, or Harry who passed by, but would instead have targeted that ad to a specific demographic.

Spending Efficiency:

When your advertising is hyper-targeted and delivered at the right time and place, your engagement increases. With geofencing, you spend your marketing dollars on prospects who are more likely to take action and less on those who are not.

Better Data Collection:

Once geofencing is in place, you'll have access to a wealth of insightful data metrics, including insights into which brick-and-mortar locations are performing best, which target segment has the highest engagement, traffic patterns (when people are in/near your locations), stay durations, and messaging effectiveness.

A business can improve the user experience, increase engagement, and better understand user behavior by combining this collected information with online activity, purchase information, and web browsing behaviors. This same information can also be used to create customized follow-up messaging for people who have previously visited specific locations.

Personalized Customer Experience:

Geofencing also enables you to tailor the customer experience. If you're marketing to a specific area, you can use the demographics of that population to tailor your promotions.

For example, if a popular local high school basketball team is performing exceptionally well this season, you could use that information to develop some tailored promotions (for example, one free coffee for every Panthers victory!).

The advantage in the Market:

Consider not only your own physical location when deciding where to place your virtual fence but also where your customers are likely to be. It isn't always where you are.

Many major brands have found this strategy to be extremely effective. Why? Because geofencing allows you to divert prospects away from your competitors.

Also Read | An Introduction to Mobile Marketing

Examples of Geo-Fencing:

Geofencing has a wide range of applications, some surprising and some mundane, but all are examples of how this technology can be used.

Examples of Geo-Fencing

Animal Observation:

The livestock industry was one of the first to use geofencing. A small percentage of a herd's cattle would be fitted with GPS tracking devices. If the monitored cattle left the area defined by the geofence, the rancher was notified that the herd had gone beyond the geofence's boundary.

Geofencing in livestock has grown to include all types of farm animals, and it is also used to track their movements and patterns.

Monitoring of Teen Drivers:

Teen driver monitoring systems allow you to restrict your teen's driving to specific areas. Furthermore, some of these systems support scheduling. For example, your child may drive to the beach on weekends but not during the school day. The majority of these systems are installed on the driver's smartphone, but a few can also make use of a car's built-in navigation system or OBDII (On-Board Diagnostic) port.

Smart Home Access:

Geofencing technology can be used in conjunction with smart home systems to enable lights to turn on when you arrive home, locks to unlock or lock, and temperatures to ramp up or down.

HomeKit is one example of geofencing combined with smart home technology. HomeKit includes a set of automation macros for leaving and returning home that is triggered by a geofence around your house. When you get home, the lights might turn on, an exterior door might open, and the stereo might tune to your favorite station. More automatic actions, such as the garage door closing, door locking, and light dimming, may occur when you physically leave.

Transportation Services:

Geofencing is used by fleet managers to create routes for drivers. If a truck deviates from the geofence-defined route, an alert is sent to the fleet manager or driver to notify them that they have deviated from the prescribed route.

Geofencing is primarily used as a security tool to protect a trucking fleet from theft or as an efficiency tool to reduce costs by forcing preferred routes.

Marketing for Business:

One of the earliest examples of geofencing was the development of location-based mobile ads for smartphones with location services.

When the smartphone is near a store or service, these apps may provide tips or information about items that are on sale. In the tourism industry, similar apps use geofencing to provide information about a nearby exhibit or historical site.

Productivity Assistance:

Geofencing is used in a variety of apps to help you be more productive. Geofencing, for example, can be used to notify a productivity app when you leave or enter a specific area. As a result, before you leave the parking lot after work, you may receive a message reminding you to pick up groceries on your way home. You may be reminded to take out the trash when you arrive home.

Uber:

A geofence is a human-defined geographic area (or polygon in geometry terms) on the Earth's surface, according to Uber. Geofences are widely used at Uber for geo-based configurations. This is useful for showing users which products are available at a given location, defining areas with specific requirements, such as airports, and implementing dynamic pricing in neighborhoods where many people are requesting rides at the same time.

Arlo:

Arlo is a security company for homeowners who want to better protect and monitor their homes. Arlo includes geofencing, a virtual fence that detects when something or someone enters or exits a pre-defined zone. When your mobile device is In Zone or Out of Zone, you can use Arlo Geofencing to arm, disarm, or resume schedule modes.

Future of Geo-Fencing:

Although many people are still unfamiliar with geofencing, it is a natural extension of our desire for our devices to do more (and do it more automatically) and to reduce the friction with which we interact with our environment.

As devices become more sophisticated and more elements of our homes, vehicles, and workplaces join the ever-expanding stable of "Internet of things" objects, geofencing will be applied to an increasing number of devices and environments.

This increased integration could result in novelties such as workstations that power down when their owners leave for the building, coffee pots that turn on in the morning when the first coffee drinkers arrive, attic fans that whirl to life to suck in the cool evening air as you drive home, garage doors that open automatically as you round the bend, and a slew of other small changes that allow computers to worry about the minor details while we get to focus on the important stuff.

There are some concerns about geofencing, particularly when it comes to marketing privacy. Only four years ago, Massachusetts became one of the first states to pass a consumer protection law prohibiting the use of location-based advertising to target people based on specific healthcare diagnoses.

Copley Advertising, which was hired by a Christian organization to set up a geofence around women's health clinics and target women in the waiting room or nearby with anti-abortion ads, was barred by the Attorney General.

Despite concerns about security, geofencing does not appear to be losing favor anytime soon. According to MarketsandMarkets, the geofencing industry will grow by more than 27 percent by 2022, owing to "technological advancements in the use of spatial data and increasing applications in numerous industry verticals."

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Geo-Fencing: The New Edge Technology for Marketing

What is Geo-Fencing?

Benefits of Geo-Fencing?

Improved Targeting:

Spending Efficiency:

Better Data Collection:

Personalized Customer Experience:

The advantage in the Market:

Examples of Geo-Fencing:

Animal Observation:

Monitoring of Teen Drivers:

Smart Home Access:

Transportation Services:

Marketing for Business:

Productivity Assistance:

Uber:

Arlo:

Future of Geo-Fencing:

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