Address your desired target group with Geofencing
For targeted marketing, not only the campaign message and the correct channel selection are important. The “where” also plays an important role. What lies behind the marketing trend “geofencing” and how you can optimize your account-based marketing strategy (ABM) with this discipline is explained in the following article.
by Konstantin Krieg
Communication Manager /
Tech & Digitalization
If you stroll through current marketing fairs & events such as the online marketing rock stars or leaf through the relevant trade magazines, this year you will definitely not get past one marketing discipline in the B2B environment: account-based marketing. Here, campaigns are played out directly to previously defined target groups in order to address the desired customers individually and to significantly reduce wastage.
Marketing and Sales work closely together in the ideal case and record target companies in a list, for example. Account-based marketing offers a wide range of technical options for subsequently using potential leads in a campaign. One of the most important instruments in targeting larger target companies is certainly geofencing or geotargeting. Advertisements can be limited to clearly defined locations.
Access the current location
But how do advertisers obtain the location data of the desired target group? Surely after downloading an app you have already received an automatic request whether it is allowed to access your current location. As soon as you have agreed, the app can access your GPS data – regardless of whether the app is currently open or not. With Google Maps, for example, you’ll have to agree to use the app at all.
Which marketing channels offer geofencing?
From Google Ads to Social Media to Native Advertising: Almost every marketing channel offers a certain form of geofencing. Most of the time, however, the targeting settings are rather “rough” in nature. This is useful if the campaign is limited to one language only or the rolls of a regional baker are to be advertised.
Currently, Google Ads and Facebook probably have the most accurate targeting possibilities. Both Google Ads and Facebook and Instagram can target not only cities, but even 1km radius roads.
Have we aroused your interest? Here you can find the complete article with the possibilities of using Geofencing in digital marketing.
Source: cover picture: iStock / martin-dm