In a previous blog post we’ve reviewed the benefits of standard geofencing and how you can use it to help target your customers within physical locations including when they are in your store, when they are physically close to your business, at a nearby event, or even when they are in your competitor’s store.
Geofencing is a location-based technology that creates a virtual boundary around a physical area. When a device enters or exits that boundary, a pre-programmed action is triggered, like delivery of an ad message.
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Geofencing is a highly effective tactic in digital marketing and can be more effective than other types of media because it provides an opportunity for personalized interaction and improved relevancy of your messaging.
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So, what is addressable geofencing?
Addressable geofencing, like standard geofencing, is a marketing technique that targets specific physical addresses, allowing businesses to reach individuals as the enter a physical area.
But unlike standard geofencing, addressable geofencing provides a significantly higher level of precision and focus. Addressable geofencing targets highly specific addresses or property lines, allowing for more tailored marketing messages. With addressable geofencing you can reach specific customers with tailored messages, offers, or promotions.
Addressable geofencing technology allows you to create an individual geofence around each property or location you wish to target, enabling individual household targeting at scale. If you have a customer list with 5,000 associated addresses, you can create 5,000 individual geofences around each of those locations.
For example, a car dealership might use their customer database to target individuals nearing the end of their lease, offering them a special deal on a new car as they enter a competitor’s lot. Addressable geofencing enables a business to target specific addresses or customer lists, unlike traditional geofencing which relies on drawing a virtual fence around a location.
Another example might be a local pizza shop sending personalized coupons via their app to customers whose addresses are within a certain radius of the store location. The shop could upload a list of customer addresses and then set a geofence around the store. When a customer from that list enters that geofenced area, they would receive a push notification with a discount specific to their customer profile, for example a 10% off coupon for their favorite pizza. This tactic allows for more targeted marketing and personalization, rather than just broadcasting a general offer to anyone in a broad area.
You can use addressable geofencing as a standalone tactic or you can use it to complement other media including direct mail, targeted connected TV, print and digital display, and more.
Another benefit of addressable geofencing is that it allows you to reach customers even if you don’t have their email addresses. If your database is like most others, you’ll have more complete information on some customers than others. For those customers where you know their physical address, but not their email, you may have found it hard to engage with them on digital platforms.
Addressable geofencing solves for this and allows you to target specific locations, like individual homes and businesses, and reach devices (phones, tablets, etc.) that are within those defined boundaries. This means you can target customers based on their physical location, even without knowing their individual email addresses or other personal information.
The benefits addressable geofencing can deliver to your business include enhanced brand awareness and increased sales. It enables businesses to connect with customers at the right time and place, increasing relevancy and the effectiveness of your marketing.
- Increased Foot Traffic: By targeting customers with personalized offers or promotions when they are near your business, you can encourage them to visit your store or location.
- Improved Brand Awareness: Geofencing helps you reach potential customers in a more impactful way, increasing brand visibility and creating a stronger connection with your audience.
- Personalized Marketing: Addressable geofencing enables you to tailor your messaging to specific locations or demographics, ensuring your ads are relevant and engaging.
- Enhanced Targeting Accuracy: Addressable geofencing allows you to target specific addresses, buildings, or areas, ensuring your message reaches the right audience at the right time.
- Competitive Advantage: By utilizing geofencing you can stand out from the competition by delivering targeted and personalized messages to potential customers.
- Improved Marketing ROI: By reaching the right customers at the right time and place, geofencing can help you to maximize your marketing budget and achieve better results.
- Personalization: Addressable geofencing allows businesses to create individualized and engaging content that can appear on multiple devices within a home or business property line.
Addressable geofencing shows a high degree of effectiveness, with data indicating it leads to increased click-through rates and conversions compared to traditional targeting methods. For example, addressable geofencing campaigns can see click-through rates as high as 7.5%, significantly exceeding the average CTR of 0.9% for general social media advertising.
To learn more about addressable geofencing and how it can help your local business, we encourage you to give us a call at 603-352-5896 or email Advertising@SentinelDigitalSolutions.com.
We are experts in multimedia marketing and can help you build a compelling campaign that engages your audience and drives sales.
We’re here to help you succeed.
Visit us at SentinelDigitalSolutions.com to learn more about us.
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