One of the hottest digital products right now is geo-fencing. This is one of the products that receive a ton of attention from the people I talk to in the digital space. There seems to be a bunch of confusion, but it really isn’t that hard to understand. In simple terms geo-fencing is showing your display advertising to people on their mobile phones when they are at a pre-defined location. That location might be a local concert, rodeo, or even your competition.
The idea here is that by virtue of being at a specific location those individuals are a likely target for your product or service. As with all marketing there are things you can do to make your advertising more effective. Here are a couple pieces of advice to use when you are doing geo-fencing.
First, don’t just target those people when they are at the location. Couple geo-fencing with retargeting. As with all marketing you must achieve frequency with a prospective customer and it is likely going to be difficult to do that in the short amount of time they are at your specific location, unless it is a multiple day festival or vendor show. With retargeting you’ll be able to not only reach those people at the location, but you’ll be able to follow them for days with ads showing on the websites and apps they use most.
Second, don’t use geo-fencing as a stand-alone product. While geo-fencing your competition is a sneaky fun thing to do, it isn’t likely to produce enough reach to have much effect on its own. Think about how many people visit your office each day. It isn’t likely to be a number reaches into the thousands. For many people that number is stretching to make it into the double digits, and even if it does, it will have little impact on the overall scheme of things. If you are doing geo-fencing make it part of a larger over-all mobile advertising campaign. This way you can focus on the key targeting demographics in your service area and have enough reach to have an impact on market share.
Third, make sure whoever you are using for geo-fencing gives you reports to ensure your campaign is working. Key data to review would of course be the impressions that were served, but also the Click through Rate and Creative Performance. You should be able to tell at the end of each month not only if the overall campaign is working, but if you have underperforming creative it should be switched out as well. There are even some providers who can reverse the geo-fencing process to show you how many people visited your store after seeing one of your ads. Remember the great thing about digital advertising is the ability to see how your ads are performing. Don’t let your provider get away with anything less than transparency when it comes to your digital advertising.
There are a bunch of fun, scary and sophisticated products when it comes to digital, and geo-fencing is a great one. Follow these simple rules and you’ll be on your way to digital guru status.
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