Location-based marketing creates a unique opportunity for advertisers and marketers to reach consumers based on specific places they visit. With geofencing, advertisers can create and target audiences through custom targeting shapes with remarkable precision.

When you’re able to target your audience based on their physical location, unique opportunities arise. From creating specialized push notifications to collecting better campaign analytics, there are a variety of ways to leverage these virtual boundaries.

In this article, we’ll walk you through what geofencing is, a few of its key benefits, and how marketers can begin to leverage this technology in new and innovative ways.

What is Geofencing?

Geofencing marketing is location-based marketing that lets you connect with smartphone users in a designated geographic area. Because it’s location-based, geofencing relies on a mix of GPS, Wi-Fi, radio-frequency identification (RFID) and Bluetooth.

Geofences work in three simple steps. First, a virtual boundary is created around a physical location. Next, a user (and their mobile device) will pass into the geofenced location. Once they do, it will trigger an ad to be served from your campaign to their phone.

According to a BIA/Kelsey study, location-based mobile advertising is predicted to increase to $38.7 billion by 2022. Because consumers are increasingly likely to have their smartphones by their side, an abundance of opportunity is…

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