What is Geofence Marketing?

As we move to our cell phones to search online for products and services, marketers are moving  to running ads on the internet whether it’s pay-per-click, digital, or retargeting ads. Do you know how Geofencing is helping businesses get traffic to their stores? 
Let's look at auto dealerships. 
Google's data shows that 71% of a car shopper’s search is performed on a mobile device. Before visiting auto dealers, shoppers often spend hours researching car specifications and price before venturing out to a dealership. 

This map shows a number of auto dealers in Southern Maryland. Car shoppers often visit two dealerships, or more, before making a purchasing decision. If shoppers are near a business, a dealership can use geofence marketing to push a notification to invite shoppers to their lot. 
A map of a city with a lot of buildings and roads
Rounding-up Customers with Geofence Marketing
Through the use of a smartphone's GPS and app technology, marketers can create a virtual geofence around a targeted building or area. Using the map above, an auto dealer would draw an area around the dealerships to push ads to consumers at another dealership, bringing them to his lot. If he sells luxury cars, he may choose to fence or directly target dealers that only sell luxury models. 

So when a consumer is in the fenced area, with his smartphone's location finder turned on, dealers can capture the mobile device ID. The information collected will be used to target the consumer's mobile phone with advertising while he is in the geofence area. After leaving the area, the ads can be set to show on his phone for the next 30 days. 

These retargeting ads will be seen by those using popular mobile apps or when they visit mobile websites that accept advertising. Retargeting will keep the dealership at the top of the consumer's mind and through special incentives increase their traffic. 

So whether you have a booth at a trade show, a clothing store in a mall, auto dealership, legal firm, restaurant, or other type of business, Geofence Marketing might be for you. 



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