Want to narrow down your targeting based on households or businesses? You need to implement addressable geofencing campaigns into your marketing mix. Read to know more. 

Geofencing is one of the most innovative digital marketing campaigns that ensure an instant boost in sales. It is unlike any other strategy, which targets the audience and engages with them based on the location. It’s great for keeping the existing customers in the loop about all the ongoing promotions. Alongside, geofencing enables businesses to attract potential consumers as well. Geofencing has taken personalized marketing to a whole another level where businesses can even offer special discounts to selective consumers when they are in the geofence perimeter. You can take that up another notch by utilizing addressable geofencing campaigns. What is it? How does it work? Let’s understand. 

What is Addressable Geofencing Marketing?

Addressable geofencing or addressability is a marketing technique that enables a business or organization to reach or target devices such as smartphones, laptops, tablets, and smart televisions, in a specific address. It then sends promotional messages relevant to the user of those devices. The mediums for promotion include display ads, streaming audio ads, in-app messages, video pre-rolls, and OTT advertising. Addressable geofencing campaigns allow you to target not just hyper-locally, but also on a one-to-one basis, reaching out to prospective buyers or consumers individually. You address them directly, making it a more personalized approach that guarantees a better impact. 

How Do Addressable Geofencing Campaigns Work?

In addressable geofencing, companies target consumers based on their property lines. It uses the data from public records to build a geofence around the target properties of the potential consumers. For instance, if you want to target a boarding house for working women, you will create a perimeter around the property lines and then start sending promotional messages, enticing them to avail of your services or buy your products. The precision in demarcating along the property lines comes from the use of GPS. 

Why Leverage Addressable Geofencing Campaign for Your Business?

The typical marketing campaigns have a common approach when addressing the demands of the potential consumers. There is a 50-50 chance of whether the consumer will respond to the promotional message or not. The addressable geofencing market is defined by its personalized approach when reaching a target consumer. 

It is a hyper-personalized marketing campaign that maximizes the chance of a positive response from the consumer. The marketing technique is used to create customized engaging content that can pop up on multiple devices within the property lines of a home or business. 

For instance, if in an entire neighborhood you have one house with potential consumers, then you can leave the rest and target that particular house through geofencing and then engage with the residents using personalized messages. Using addressable geolocation, you can target multiple geolocations at the same time; up to one million addresses at the same time. So, by choosing addressable geofencing campaigns, a business can enjoy:

• Maximum visibility in front of the prospective buyer
• Assured customer engagement
• Instant boost in sales
• Increased brand awareness and engagement 
• Customized customer experience
• Better trust-building between brands and customers

How to Go Ahead with Addressable Geofencing Marketing?

Here’s a brief account about initiating addressable geofencing marketing.

• Start by creating a list of all the properties that you aim to target.
• Create an appropriate advertisement for the target customer. 
• Choose a medium to serve the advertising.
• Send it to the target customer and track the response and overall reaction to the ad. 

Wrapping Up

On a concluding note, one of the crucial aspects of running addressable geofencing campaigns is that you need a reputed and reliable service provider with expertise in addressability. So choose your marketing partner wisely and after assessing all factors, to maximize the impact of your advertising campaign. 

AUTHOR BIO: Julia Barnes specializes in creating addressable geofencing campaigns and writes about the same. Here she is presenting an interesting and simple guide to addressable geofencing.