How is Geofencing being useful in Digital Marketing?
Mobile is a unique device which is handy and is always at customer’s arm reach. According to the June 2022, Mobile Users’ Statistics, around 83.72% of world’s population owns a smartphone. In total, the number of people owning smart and feature phones are around 91.54% of world’s population. With a boom in the number of Mobile Phone users, the concept of Mobile Marketing is gaining more momentum. However, Mobile is a challenging marketing channel to target and master. As a result of this, the technologies providing location-based marketing facilities such as Geofencing, are becoming popular.
Mobile Marketing has become a breakthrough in the field of marketing due to rapid advancement in technology and an increased use of handheld devices. It is heading towards more contextual and relevant targeting as companies are adopting more consumer behavior specific approaches to get increased market share.
What is Geofencing?
Geofencing provides location-based services to the companies so that they can plan their mobile marketing activities, accordingly. This technology is helping the marketers to collect information on; when a customer enters or leaves a specific geographical location. Marketers target the customers on the basis of this information. They then use this information to engage app users. Geofence, is therefore, the virtual fence around a real location and it can be of any shape and size.
What is the role of Geofencing in Digital Marketing?
Geofencing, as discussed earlier, is an effective tool which provides location data of a specific user to the marketer, thereby making it easier for them to interact with the customers or app users at a specific location based on their offline behaviors.
According to the study, 70% of the customers find location-based notifications valuable. 53% of the customers are likely to be engaged with location-based advertising. It is a valuable tool if marketer wants to target customers in precise locations, helping them reduce spending on wasteful advertisements and facilitating increased customer base. Geofencing segment users to target the customer that matters the most.
How are customers targeted using Geofencing?
Geofencing technique uses the GPS Technology to track customer location who are entering any sector or cell. Customer’s past interaction with any brand, buying behavior and search habits are checked. Personalized ads are sent to the customers on the basis of the collected data, with an aim of getting the geo location visitor being converted to a potential customer.
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