Businesses can now rely on mobile marketing or “geofencing” to send existing customers customized notifications. This effective marketing strategy enhances campaign ROI for businesses while enriching the consumer experience. It gives marketers a new way to gauge campaign performance on highly-receptive audiences.
Polygonal Geofencing Sets Retail Up For Success
With geofencing software, businesses can precisely follow their existing customers, and send custom promos with time sensitivity. The goal of geofencing is to create virtual “fences” around particular geographic areas to trigger targeted messages.
With the help of these technologies, advertisers have access to a wide range of options, which improve ROI by enabling more targeted, tailored advertisements.
A geofence can range in size from a single building to a whole city. Marketers can create polygon-shaped geofences for more detailed scenarios or circular geofences for simple ones.
Let’s examine some of the most typical uses of location technology in marketing:
- Mobile Apps: Many brands have their own apps
- Web advertisements: location-based adverts displayed on search engines like Google
- Text messages: When a designated region is triggered, text messages can be delivered to mobile users
- Third-party applications: To give their consumers location-based alerts, businesses can employ third-party apps like discount apps
- Social media advertisements: Users who cross a geofence can get social media advertisements
Retail Industries Successfully Using Geofencing Mobile Marketing
Businesses can use their geofencing technology to target customers near stores, airports, exhibitions, universities, special events, and more. Numerous studies have demonstrated the effectiveness of geofencing notifications and alerts in boosting engagement, in-store traffic, and sales.
As previously stated, there are many ways to employ geofencing. Here are some instances of how it has already been used creatively by marketers in various retail businesses.
- Retail: Sending marketing messages to a person passing by a store to encourage visits.
- Coupons:Tracking store visits prompted by coupons using location data to demonstrate the return on investment of coupons.
- Mobile payments: Reminding consumers of locations where they can make payments when they visit them via mobile payments.
- Hospitality: Gathering customer feedback as soon as guests leave the hotel.
- Travel: Adding travel information to user profiles to improve future targeting.
- Dining reviews: Giving a customer who visits a certain restaurant a list of the most well-liked meals.
Mobile Marketing Can Help Increase Retail ROI
Utilizing geofencing with your shopping or loyalty app will provide access to a variety of location-based consumer insights.
Data Acquisition and Utilization
You will be able to collect information about users’ offline activities, which will help you with audience segmentation, personalization, retargeting, and competitive intelligence. This information is utilized to create and improve campaigns, boost engagement, and gain a better understanding of user behaviour.
Marketers and their clients can access competitive intelligence about consumer behaviour and establish consumer trends thanks to location data from geofencing.
Different data types will provide various consumer insights. For example, mobility data can give a clearer picture of what products customers buy, the locations they are traveling from, and how long they spend shopping in a business. Data on points of interest, on the other hand, provide a more comprehensive picture of how complementary establishments influence foot traffic and sales to a specific business.
Improved Results
Receive greater outcomes and expect higher ROI when your marketing and advertising are hyper-targeted. You can target the correct prospects—those who are already close to the point of purchase—by engaging them at precisely the right time while they are out shopping near your shop.
This also means you are saving money by not spending on advertising for people who are not ready to purchase from you just yet.
Let’s imagine that you own a shop that sells items to tourists, and you want to employ geofencing to target visitors to the local tourist attractions. You can use POI data to better understand the location of your shop in relation to these tourist attractions. As a result, you can create a data polygon around these attractions that serves as a border for displaying custom adverts and immediately generates impressions that are appropriate.
Push Mobile Marketing
Push alerts, in-app content, advertisements, and emails are just a few of the interactions that geofences can be set up to send out.
Geofencing can also deliver relevant material in an app even if a user has not chosen to receive notifications. An example of this would be showing an app user a specific page the next time they open the app, even if they are outside the geofence zone at that time.
Cross-channel marketing and analytics can also benefit from geofencing. It can assist businesses in understanding performance across display, online, and email marketing efforts. Marketing professionals and their clients can support digital advertising and boost sales by understanding the consumer insights that they gather from their geofencing efforts.
Gain a Competitive Advantage With a Data-Driven Geofencing Approach
You can secure an advantage over the competition by creating an app that uses geofencing technology. If used effectively, this marketing strategy can increase path-to-purchase conversions, foster real-time interaction, and build customer loyalty. If you wish to learn more about Mobile marketing, polygonal geofencing and what it can do, contact us to learn more.