Geofencing and Retargeting: a Perfect Marriage

Buyer interest is crucial for business success.  Retargeting and geo-fencing work in tandem to zoom in on buyers who are genuinely interested in your brand.  Content related to retargeting often restrict this useful digital marketing strategy to driving traffic to a company’s website.  However, geofencing provides the perfect platform for retargeting. Websites aren’t the only media for retargeting campaigns.

Simply put, retargeting focuses on reaching customers who have already expressed an interest in your brand. Geofencing allows digital ads to be displayed in apps that customers within a particular geographical area use.  Put the two together and you have a winning combination. Companies that use geofencing are able to send in-app display ads to customers who enter the geographical region and use these apps.  Clicking the ad generates a customer ID. These customer IDs are stored in a retargeting database. When this database reaches a particular threshold, retargeted ads can be sent to the IDs in that folder. Why is this important?

Reason #1: Numbers Don’t Lie

Statistics show that 75 percent of consumers notice retargeted ads. Furthermore, Khalid Selah states that “the average click-through rate for display ads is 0.07 percent, while the average click-through for retargeted ads is about 0.7 percent.”  Essentially, people are more likely to click on retargeted ads than display ads. Therefore, effectively using retargeted ads in geofencing has the potential to generate a higher ROI than other digital marketing strategies.

Reason #2:  Offers a Personal Approach

The best-retargeted ads appeal to specific interests of the consumer. These ads can be created to mimic a particular group of customer’s spending and purchasing patterns. Customers are more likely to respond to ads that relate to what they like… even if they don’t need it.

Reason #3: Location Specificity

No other form of retargeted advertising reaches customers who are in direct proximity of our brick and mortar store. Impulse is powerful. Think about those sweet treats that are strategically positioned at check-out counters in supermarkets. Often dubbed “impulse buys”, we are tempted to purchase these treats because they’re consistently in our field of vision. The same is true for retargeted ads.  Walking into a mall and seeing an ad for a product you want feeds your temptation to head to the store selling that product.   After all, it’s right there.

 

Copley Advertising has a team of talented digital marketers and programmers who can merge your retargeting campaigns with geofencing. We’ll help you entice people to enter your store.  Never forget that retargeting is statistically proven to produce results, provide a personalized experience for the customer, and reach the customer exactly where he or she is.

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