Geofencing is creating a digital perimeter that corresponds to a physical location. A fun example is a wireless dog collar that mildly shocks dogs or tracks their locations when they leave the geofenced area. Alright, maybe the dog doesn’t think it’s fun, but hopefully the reduced neck strain makes it worthwhile in the dog’s mind.
Companies like Phunware use geofences to automatically send ads, alerts, warnings, maps, and much more to customers. Geofencing makes the most sense in places where many different businesses with many different kinds of customers are close together, like shopping malls and airports. Increasingly, businesses are using geofences to enhance the customer experience within the store instead of just sending ads. Gamestop is developing a suite of innovations to engage customers within stores, including video trailers, augmented reality, and integrating social media.
An innovative use of geofences is Waze’s advertising platform: businesses bid for ads that only appear when users are near or will soon drive near the business. For example, if a customer sets their destination as a restaurant and an ATM is on the route to the restaurant, the ATM may show up as a small “ATM” pin along the route. This technology is referred to as “infinite geofencing,” meaning that customers are constantly crossing invisible barriers that trigger directions or other location information.
Geofencing is less about the customer’s location and more about their movement. Understanding what boundaries people tend to cross, in what order, and how they do so can benefit companies that target foot and road traffic, helping with demand planning, outdoor advertising, and more.
At bizmktg.com, mobile is just one part of the comprehensive marketing plan we offer. Call or e-mail the marketing machines to learn more: (800) 808-0249 or info@bizmktg.com.
