Use geofencing to target visitors at certain places

Ensuring your message remains in front of your present clients may be the most simple use case for geotargeting. Here, increasing retention and fostering loyalty are the main objectives, and the secret to success is understanding who your actual visitors are.

The advantage of geotargeting your in-store visitors over other targeting methods is that you can identify individuals who may not have made a purchase or supplied an email address. While location data might help you be far more relevant to a visitor who may have only browsed, transaction data is still valuable. Retargeting these visitors on social media and through display advertising encourages them to return more often and make larger initial purchases.

This is very applicable to both online-only merchants as well as conventional brick-and-mortar stores: Consider Casper, Allbirds, and Warby Parker. Consumer Supercharging in Experience-centric Channels, a new research from Wharton and Harvard, found that digital-first shops with physical locations report increased sales and reduced rates of product returns from customers who visit. Also, they often purchase more expensive things, which results in bigger revenues for the shop.

The car sector is also adopting this strategy. According to Kevin Root of Dealer Marketing Magazine, the typical dealership has less than 10 percent correct email addresses for their whole customer base, which means that many auto sales are to consumers who were not in the dealer's CRM 30 days previous to the transaction. Dealers are including the option to geotarget in order to maximize their ad budget due to the short time frame from visit to purchase, which is often less than 30 days. Dealerships provide advertising to their visitors within certain time frames and successfully persuade them to make a purchase without knowing their email address, phone number, or any other contact information by collecting mobile ad IDs and presenting ads to everyone who enters their lots.

Retargeting customers that visit in-store locations, regardless of the kind of retailer, boosts the success of your other initiatives, eventually raising transaction value, loyalty, and retention.

Set up geofencing where your ideal client hangs out

Geofencing is a crucial tactic for you if you are an advertising for a business whose foot traffic is insufficient to generate a large audience or if you do not have physical locations and instead offer your items online.

Consider a situation where an organization is entrusted with boosting enrollment at a number of preschools. Targeting parents in the communities where the preschools are situated is the best course of action in this situation. Where do my ideal parents go? is a question the agency must answer in order to create the appropriate audience and choose which places to geofence. When the agency has this knowledge, it can geotarget the individuals who go to such places and show them advertising, increasing awareness and delivering the preschools' message in front of the proper people.

You may create audiences made up of individuals who visit your own places by using location data and a point of interest (POI) database to identify the actual sites—retailers, eateries, event venues, etc.—that your ideal consumers frequent. If you are aware of the many businesses that your own consumers frequent, you may either utilize a demand-side platform (DSP) like Centro, Adelphic, or LiveRamp to conduct your campaign or develop a bespoke audience on social media.