Literally, Geofencing Is:
geofencing 1. noun. the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.
In our words, it's knowing where a prospect or customer is and delivering the most important, useful content to them while they're there. Wherever that is.
So, It's Geolocation Marketing?
Here are a few examples of geofencing that you've likely experienced in your lifetime:
1. Receiving a push notification for a location-based offer from a retail store's app on your smartphone while you're near the retail store itself, or even a competitor.
2. Using a state, university, or city-specific Snapchat filter on your latest selfie.
3. Ordering the closest Uber to you as you head out for a dinner with friends.
Now you get it!
And Why Does Geofencing Matter?
That we (digital marketers, of course, but society in general) can use these techniques to deliver personalized messages down to the city block level is incredible.
People care about place. There's a reason we're sentimental about home - a reason that a southern transplant to California smiles when they hear that iconic drawl. There's a camaraderie around local sports teams and family-owned pizza joints. There's a sense of pride that can only be connected to through location-based marketing, and not the other methods of demographic targeting.
By pairing geofencing campaigns with paid and organic search results, as well as paid social media advertising (through retargeted conversion ads or Custom Audiences in Facebook), businesses can increase conversions, click-through-rates, and improve any number of other KPIs for your business. Coordinate your website content through geotargeted personalization methods, and you'll be unstoppable in terms of reaching your key customers and converting them.