Addressable geofencing campaigns allow marketers to target specific addresses to send promotional messages to the people in that location. Read to know the details.
A new diner opens in town; it wants to promote its services amongst the locals and people frequenting the surrounding neighborhoods. Using geofencing, the diner can target specific physical addresses and send them targeted promotional messages. For instance, if there is a motel or gas station nearby, the diner can target those addresses for attracting people, stopping at the gas station, or staying at the motel. Nearby office addresses are also good targets, especially during meal times throughout the day. Such a unique form of location-based targeted advertising is made possible through addressable geofencing campaigns.
Understanding How Addressable Geofencing Works
In these campaigns, specific addresses are uploaded on the geofencing marketing platform. Then the residents and other people frequenting those physical locations start receiving promotional messages across their cross-platform devices. It is similar to direct mail marketing, with a geofencing twist. Once the campaign is initiated your target audience will receive promotional messages and display ads 3-5 times a day for 30 days.
Whether it's a new business trying to make its mark in the neighborhood or an established one looking to boost its customer base and increase sales, addressable geofencing campaigns can help accomplish myriad business goals. Most marketing experts swear by this geofencing technique, claiming that it can be the turning point for any business in its growth scaling.
Scope & Benefits of Addressable Geofencing Campaigns
You can use geofencing ad targeting as a singular marketing tactic, using direct mail campaigns, addressable TV campaigns, and similar ad efforts to target particular locations or physical addresses. How does it help a business in the process?
- Extends the marketing reach of the business/brand.
- Improved frequency of marketing messages increases brand awareness.
- Increases the footfall, especially if it is a retail outlet, food joint and similar business.
- Enhances the marketing efficacy of geofence targeting.
- Influence and encourage the target audience with customized promotional messages.
- Access to real-time data for accurate result analysis and projections.
When initiating an addressable geofencing campaign, you can upload up to one million physical addresses. Once you upload all the addresses, those are turned into geofences, conforming to the plat lines around each address. Once the geofence is up, the target audience receives promotional messages through video ads, mobile ads, or CTV/OTT ads.
You can further narrow down your target audience by adding demographic overlays like,
- Age
- Gender
- Education
- Occupation
- Income
Such targeted advertising reduces the overall ad expenditure while guaranteeing significant ROI, increased sales, and assured growth.
Businesses that can Benefit from Addressable Geofencing Campaigns
Here is a list of businesses that can benefit from addressable geofencing campaigns:
- Automotive shop
- Cable and internet providers
- Real estate agents/agencies
- Restaurant/diners
- Healthcare facility
- Direct mail company
- Retail stores
- Non-profits and charitable foundations
- Political parties (especially during election season)
Conclusion
To summarize, addressable geofencing campaigns help businesses extend their reach, increase ad frequency, and target the people who are most likely to take interest in your service/product. It targets physical addresses, geofencing them to promote to specific people in those areas.
So, if you need to put your brand name on the map and make people more aware of your products/services, then connect with a reliable and experienced geofencing expert to initiate an addressable geofencing campaign, and witness the growth graph of your business skyrocket.
AUTHOR BIO: Jasper Greene is a marketing professional who blogs about the intricacies of digital marketing. Here he writes about what addressable geofencing campaigns can do for businesses.
MarketsandMarkets forecasts the global geofencing market size to grow from USD 542.7 Million in 2017 to USD 1,825.3 Million by 2022, at a Compound Annual Growth Rate (CAGR) of 27.5%.Browse 62 Market Data Tables and 38 Figures spread through 145 Pages and in-depth TOC on "Geofencing Market by Component (Solution and Services), Geofencing Type (Fixed and Mobile), Organization Size, Vertical (Transportation & Logistics, Government & Defense, Retail, Healthcare & Life Sciences), and Region - Global Forecast to 2022"Download PDF Brochure @ https://www.marketsandmarkets.com/pdfdownloadNew.asp?id=209129830The deployment and integration services segment is expected to have the largest market size in the geofencing market during the forecast period.Deployment and integration are important stages in the implementation of the geofencing technology for various industry verticals.
Geofencing solutions can be integrated with the existing systems, and the integration requires an exact level of system integrators and system enablers.
It is necessary for the enterprises to create a safe environment for geofencing, as it is used for tracking users and sending push notifications.The government and defense vertical is estimated to have the second largest market size in 2017.The government and defense vertical includes various applications of the geofencing technology, such as marine defense, drone management, airforce defense, military vehicle management, law enforcement, and geographic event alerts.
Geofencing solutions help in marine defense by creating multiple geofences over the water bodies, thereby assisting in avoiding malicious intrusions in the restricted areas.
Additionally, geofencing helps create virtual fences over the designated areas to keep the drones away.
This autopilot software continually calculates the distance between the destinations and also ensures the drones do not fly over any restricted zone.North America is expected to have the largest market share in the geofencing market during the forecast period.North America is expected to have the largest market share and dominate the geofencing market during the forecast period.
