Don’t leave home without it! Your cell phone, that is. Most make sure this essential item is with them at all times. If someone has forgotten or lost theirs, it is not unusual to see a post on social media saying they don’t have their phone and alternate instruction on how to contact them. Very few people go without a cell phone. Did you know that for the 99% of people that don’t leave home without it, Geo-Fencing can be the advertising tool to increase sales?
What is the Source For Geo-Fencing
Every mobile phone has an ID number associated with that phone. The information is beamed to the cloud and made available to digital marketers. Giving information on where the consumer carrying the phone has been, where they live and more. This information can be used by digital marketers to increase sales.
What Can Geo-Fencing – Device ID Do?
Consumers who would be likely to use your services or products can be identified by other places they go. A fitness gym could want to know if someone has gone to other gyms, to a known park or recreation area, or to a health food store. These would all be indicators that the person could benefit from a membership at their gym. The device ID’s that went to those places are gathered and a digital marketing plan can be created to target those devices. At the end of the campaign, the fitness gym owner would receive a report that shows how many devices from the gathered device pool ended up visiting his/her gym. The success of the campaign would be determined by the results.
What Can Geo-Fencing – MicroProximity Do?
With the MicroProximity geo-fencing capability, a border can be drawn around a particular perimeter. That perimeter can be a competitor’s location, their own retail or service location. It can even be used in the investigation field. MicroProximity is able to send a push message to someone in that proximity. If one is in the store, it could be an advertisement for a service or product, giving the consumer a special deal. If fencing is used for a mobile ID within a competitors area, a push message could be sent to the phone. Saying that if the App for their business is downloaded on the phone, they can get a special deal. Burger King recently used the MicroProximity Geo-Fencing in a very successful and now famous campaign. As reported by Adweek.
Burger King established a 600-foot perimeter around McDonald’s properties and triggered a coupon for a one cent Whopper and directions to the nearest location. Ultimately, they used McDonald’s real estate asset against them. This is the concept of geo-conquesting, or the act of overtaking a competitor’s location. The underdog “innovated” to get ahead.
How Does Programmatic Advertising Differ?
In the old days when newspaper advertising was king, an advertiser would plan an ad, purchase a space in print, and the target would be anyone who picked up and read the newspaper. It could be someone very interested in the product, or someone who would never be interested in the product.
With using data and the programmatic advertising using geo-fencing the advertising is targeted to a consumer who by their activity shows they may very likely be interested in the product or service.
How Can This Help Your Advertising Agency?
You know your clients the best. You are the ones that can know how advertising can improve your clients’ results. With partnering with AdCellerant you can achieve results never before attained for your client. The careful execution of the campaign, the verification of data, and useable reports of the geo-fencing results will increase your success. Leverage the use of Geo-Fencing to elevate your digital marketing campaign.