Geo-Targeted Marketing, What's the Big Deal?

Posted by Sean Conrad, RadVine Marketing on 04/04/2018

Geo-Targeted Marketing, What’s the Big Deal?

Location, Location, Location, that’s the big deal.

 

Let’s say one of your customers [or ideal prospects] walks into your competitor’s location; wouldn’t it be great if you could contact them immediately and tell them how great YOU are? Better yet, what if you had the ability to know who visited your competitor in the last 90-days? With geo-fencing and geo-framing it’s possible to do both.

 

Sound complicated? These examples should clear things up:

 

Geo-Fencing:

How It Works:

Geofencing uses global positioning and radio frequency identification to identify people within a very specific geographic location. Once you find them, you have the ability send messages, online ads, or notifications directly to their mobile device.

Scenario:

You sell purple widgets, and there happens to be a 3-day purple widget convention at a local event center near you. Your desire is to reach as many conference attendees as possible with your marketing message.

The Strategy:

You geo-fence the location of the event for the entire 3-days. As people enter the “fenced” area and access their mobile device, ads for your brand are delivered to them.

Benefits:

The benefits of this type of marketing are numerous, with the most notable being the ability to generate immediate awareness by targeting the event attendees. Multiple ads can be delivered throughout the duration of the event, giving you the maximum number of impressions.

Challenges:

Ads are delivered only during the event; once the attendee [and their device] leave the event location, they no longer see your messages. So, make your offer compelling – you only have a limited amount of time.

 

 

Geo-Framing:

How It Works:

Geo-Framing, unlike Geo-Fencing, uses latitude/longitude coordinates to capture data. As mobile devices enter the “framed” area, mobile IP information is captured, and [in many cases] can be appended back to the device owner’s desktop IP address. The best news, with geo-framing you can “look into the past”…it’s sort of like time-travel. Let me tell you what I mean…

Scenario:

You sell purple widgets, and there happens to be 40 purple widget dealers within 20 miles of your location; and you want to know who is shopping at your competitor’s place of business.

Marketing Strategy:

You geo-frame the other 40 purple widget locations. Mobile IP addresses are captured and a database is built allowing you to deliver ads to the people who visited your competitor’s location. A campaign is then developed to deliver multiple ads to multiple devices over a specified period of time. This allows for a long-term branding strategy to your most sought after prospects.

Benefits:

This is the best part – with geo-framing, you are no longer limited by the length of time your prospect is present in the “framed” area. That’s right, geo-framing allows you to capture mobile IP data today, yesterday, and up to 6-months in the past. Now that you have this valuable data, you’re in control of the number of messages you want to send, and the dates and times you want to send them. It’s a great way to avoid “ad overload” and “wasted ad inventory” evident in a standard geo-fencing scenario.

Challenges:

Unlike geo-fencing, geo-framing is not an immediate solution. It generally takes 7-14 days to capture and catalogue the devices that entered the area during a specified time-frame. While the minimum number of ad impressions is the same as geo-fencing, the investment to deliver ads to this highly-targeted audience tends to be a bit higher.

 

So, now you know; Location, Location, Location is the big deal. And once you capture the data, you have the ability to do a lot with it. If you want to learn more about this cool new trend, contact anyone at RadVine Marketing – www.RadVineMarketing.com