Location-based marketing: geofencing vs. geotargeting
Modern businesses are constantly seeking innovative ways to connect with their target audiences. Location-based marketing has emerged as a powerful tool that enables businesses to deliver personalized and timely messages based on users’ physical whereabouts. Two prominent techniques within this domain are geofencing and geotargeting. While both methods leverage location data, they differ in their specific approaches and applications.
What is Geofencing Marketing?
The idea behind geofencing marketing is to create virtual barriers around particular sites, such as retail outlets, rival businesses, or event spaces. Users who have mobile devices with location capabilities may receive push notifications, text messages, or in-app messages when they enter or leave this designated area. By using this focused strategy, companies can provide timely and pertinent offers or information to prospective clients who are currently in the area.
What is Geotargeting Marketing?
On the other hand, geotargeted marketing takes advantage of user location data to present information or advertisements based on the user’s wider geographic location, such as their city, state, or country. This strategy is frequently used for online advertising because there is a focus on individuals who are looking for particular goods or services in a given area. Businesses can improve their chances of grabbing customers’ attention and generating online conversions by customizing their adverts according to their geographic interests.
Geofencing vs. Geotargeting: The Differences
The ability to target concisely is the main difference between geofencing and geotargeting. With the help of pinpoint accuracy provided by geofencing, businesses can connect with people who are physically present in a certain area, encouraging direct communication and increasing foot traffic.
While still extremely useful, geotargeting covers more ground by displaying advertisements to people based on their larger geographic location, making it better suited for campaigns that are specifically aimed at increasing brand awareness and online interaction.
inSegment can Help You with Geofencing and Geotargeting
As a top digital marketing agency, inSegment has a team dedicated to location-based marketing. inSegment helps partners carry out geofencing and geotargeting tactics, from developing and deploying highly-targeted campaigns to monitoring performance metrics in real time, and maximizing the impact of your plans using its state-of-the-art tech stack available.
With inSegment’s help, businesses have been able to:
- Easily create and maintain virtual barriers around your target areas with geofence creation and management.
- Create focused audience segments by taking into account their geography, demographics, and other pertinent information.
- Trigger campaigns in real time: As users enter or leave your geofences, send them customized messages.
- Review detailed campaign reporting: Learn everything there is to know about the performance of your campaigns and adjust your tactics accordingly.
Businesses that partner with an agency can utilize the geofencing and geotargeting expertise of their partner agency, making this a logical place to begin if you’re new to geofencing and geotargeting. Implementing effective geotargeting and geofencing strategies will help businesses boost foot traffic to their physical locations, increase online conversions and sales, drive interactions and brand recognition, and see a significant increase in ROI.
