Geofencing: Recruiters

Geofencing is being used effectively by small and large retail businesses to attract customers and promote their products to specific groups in a personal and timely way that provides great results. With over 65% of consumers opening the push notifications they receive, and geofencing campaigns experiencing a 70% higher click through rate compared to standard ads as discussed in a previous article, it is no surprise that corporate organisations and health care providers are finding ways to use geofencing to target and recruit the best talent available for their businesses.

Target Talent

According to Glassdoor HR statistics, job location is one of the top 5 considerations of prospective employees when considering new employment. Corporate organizations – from accounting firms to transportation and logistical firms, even hospitals are using geofencing to find and reach out to the right candidates with some great results.

By reaching out to a target audience – one that is exhibiting signs they are ready to change roles through their web search history, purchasing activity and other internet use behaviors – with geofencing these companies have been able to increase the expertise within their business relatively easily.

For example, Holland Trucking needed more drivers for their workforce. With a limited recruitment budget they chose to send targeted ads with geofencing – their adverts had a quick link to the company’s job application webpage and was sent to prospective candidates within a five-mile radius of specific truck stops along one of the company’s major routes. The campaign resulted in increased traffic to their employment pages and better recruitment results for the business.

Reduce Costs

Bersin by Deloitte states the average cost to fill an open position is $4,000 and that takes around 52 days to find the right person.

High-Value Employee Targeting with geofencing can drastically reduce the cost of finding the right people for your business. A case study of an Atlanta-based health care provider looking for nurses is a great example of this. The healthcare provider and their marketing team decided to geofence other top rated medical facilities and send messages to relevant staff about the job openings reaching a targeted area with over 21,000 impressions.

Comparing the average cost of a geofencing marketing campaign and the time it takes to find the right people for a vacant position with traditional recruitment methods, it’s no wonder that larger corporations and health care providers are turning to geofencing, making it an innovation that is set to stay and become common practice within the recruitment sector.

Attract Top Talent to You

Rather than trawling through the thousands of resumes on recruitment websites, geofencing allows employers to target the talent they want and have them get in touch with them. Quite obviously, this saves a lot of time and hassle for the business. It is becoming commonplace for corporate and healthcare organizations to use technology to target the talent they need to keep their companies ahead of the competition – and geofencing is at the fore of this.

Recruiters can use geofencing to place ads around workplaces, universities, banks, hospitals – the list is virtually endless. Getting targeted messages to the right audiences has shown to give noticeable impact to recruitment campaigns when other approaches simply aren’t providing the results needed.

Copley Advertising has a team of geofencing experts who are willing to help you create an effective recruitment campaign. They can do all of the technical work for you and make the magic happen.  Have questions?  info@copleyadvertising.com

5 Sure-Fire Ways to Earn More with Geofencing

Reaching customers where they are with what they need is the fundamental principle of geofencing.  Earn more. Win big. Geo-fencing strategies provide a targeted approach to digital marketing that helps businesses win new customers. The biggest earners in the geofencing space, however, practice these sure-fire ways to boost their ROI.

Be Strategic

Geofencing can be likened to a game of chess. Make the right moves and you’ll be able to defeat your opponent.  Think carefully about geofencing placement. Some businesses have used the diversion approach where a geofence is placed in the broad region surrounding a competitor. A customer who enters this region would receive notifications with deals and coupons from your store. Enticed by these deals, the customer will choose to purchase from your store instead of the competition.

Using the right size for your geofence is another way to be strategic.  For instance, if your product is sold in a large department store you may want to place a geofence around the product’s shelf space. Also, if you are building a campaign to sell a specific product line, it would be wise to create a geofence around that specific product’s location instead of around the entire store.

Population Density is Important

Your aim is to reach a large number of people who are more likely to make buying decisions.  It is fair to assume that the larger the geofence, the larger the audience. However, you want that audience to include people who are more likely to make the impulsive decision to visit your store. Shops in busy urban areas, therefore, benefit more from a smaller geo-fence. Conversely, stores in rural areas, where people are willing to drive miles to get what they want, benefit more from a larger geo-fence.

Use Wi-Fi instead of GPS

GPS drains battery life. Apps that are programmed to use geofencing with Wi-Fi and cell tower information fare better with users.  Although GPS provides a more accurate picture, Wi-Fi preserves battery life. The latter is more important to a consumer.

Don’t Bombard the User

Let’s set the record straight. Customers in your geofence mailing list should be those who’ve opted into receiving location-based notifications from your company. It’s the ethical thing to do. Be considerate. These people don’t want to be bombarded by messages overselling your company. If they are, they’ll have no problem instantly deleting your app.  Provide each customer with relevant and timely messages.  Too many messages paint your brand in a negative light.

Use Geo-Fencing with Other Location-based Targeting Strategies

Geofencing is a useful tool.  However, it has its limitations.  One of its greatest limitations is its need for user participation. If the feature isn’t activated on the user’s device, no results will be produced. You could follow all the aforementioned tips and get abysmal results. Therefore, geo-fencing shouldn’t be used in isolation. Instead, it should be used with other location-based marketing strategies, such as beacons.

The team at Copley Advertising consists of geofencing experts.  We know how to effectively use these sure-fire tips to help you get the highest ROI. Trust us to help you create a strategic, relevant, timely and user-friendly geofencing campaign. Questions? Email info@copleyadvertising.com to receive our presentation (What is Geofencing?).

5 Tips for Effectively Using Geofencing

5 Tips for Effectively Using Geofencing

Statistics show that 65% of consumers open the push notifications they receive.  Geo-fencing provides consumers with location-based push notifications that are relevant. The pop-ups and push notifications that appear as a result of geofencing are linked to a customer’s interests.  So, the customer can find exactly what he or she needs from your company that much faster. This increases foot traffic to your store and widens your customer base. Geo-fencing, when used effectively, gives companies a competitive edge.  Instant.ly reports that “many businesses have experienced click-through rates on geofencing campaigns that are as much as 70% higher than standard ads.”  Numbers don’t lie. Jumping on the geofencing bandwagon can only mean immeasurable success for your business.

Reaping the benefits of geofencing, however, requires understanding how it works and how to use it effectively. These tips will help you get the most out of your geofencing campaign. Discuss them with your digital marketing campaign manager. If you’re doing your own digital marketing, feel free to contact us at Copley Advertising to get expert advice.

Know what is Required

Geofencing is an expanded form of beacon technology. Beacons work within a narrow parameter, such as a particular aisle in your store. Geofencing, on the other hand, encompasses a wider boundary.  With geofencing, you use mapping software to physical identify the broad region you want to target.  Whenever someone enters that region, the tagged smartphone or app sends a targeted message to the person’s phone. Geofencing is about being at the right place at the right time.  In order to work effectively, a link must be made to GPS, cellular data and/ or Wi-Fi connection.

Carefully Consider your Message

Your aim is to get people to come into your store. Most geofencing campaigns provide special discounts or offers through the pop-ups and push notifications of an app. You have to give a little to get a little. So, it’s more than telling people that your store is in that location. There must be a clear call to action that gives people the impetus to step into the store and make a purchase. Customers who enjoy the experience will keep coming back.

Personalize

Geo-fencing works better when users opt-in. Your app should give the user the option to turn on location services. It should also give the user the option to turn these services off if necessary. Users should also be able to create their own profiles. This provides a more targeted marketing approach since you’ll be able to accurately determine each user’s interests.  Giving users control over their profiles allows them to control the data they provide. Respecting potential customers’ privacy is crucial.

Use the Data

Each geofencing campaign generates data that can be used to measure the campaign’s success. Neglecting the data is a recipe for failure. Track the data in real-time to determine its strengths and pitfalls. Using this knowledge to inform present and future decisions differentiate effective marketers from ineffective marketers.

Strategically Define Geofences

Each geofence should encompass areas where people are most likely to be. It is highly likely that this will not be where your business is. Setting location parameters around a competitor’s store has proven effective for numerous brands.

Copley Advertising has a team of geofencing experts who are willing to help you create an effective geofencing campaign. We will do all of the technical work for you.  Let us help you make the magic happen.  Have questions?  info@copleyadvertising.com

Geofencing: Retail and Retargeting

Buyer interest is crucial for business success.  Retargeting and geofencing work in tandem to zoom in on buyers who are genuinely interested in your brand.  The tools of mobile geofencing (retargeting, geofencing, device ID capture, video ads, and others) fit the marketing needs for retailers.

What is retargeting?  When a device user clicks on an ad we place their ID in a retargeting folder.  We can then start a separate retargeting campaign geared to the devices that engaged the ad.  These devices can be anywhere in the US and they will still receive the ad.  The rate of engagement for a retargeting campaign can run from 2X to 16X compared to a regular campaign.

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.  Contact us at info@copleyadvertising.com.

Optimization – Operating Systems

Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.

There are many factors to consider when trying to optimize a mobile campaign.  Drilling down to OS will show the break out between iOS and Android.  Copley Advertising has seen a three to one gap in click rate.  If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.

When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.

There is a movement to gear campaigns to iOS only.  We have seen 3 to 1 click rates in favor of iOS and some in favor of Android.  With Android impressions being cheaper finding Android skewed data may be a bonus.

If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.

Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals.  We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.

Interested in mobile geofencing?  Email us at info@copleyadvertising.com.