The proximity power of geofencing marketing for apps
The exciting world of geofencing is where the digital and physical realms seamlessly intertwine to create personalized experiences like never before. Imagine being able to connect with your audience at the perfect moment, delivering messages, offers, and content that resonate with their location. Geofencing is a powerful strategy that empowers mobile app marketers to engage customers precisely, building relationships beyond the screen.
We'll walk you through the ins and outs of geofencing marketing, sharing insights and strategies that will leave you not only informed but also excited to tap into the potential of this innovative approach. So, grab your digital map, and let's embark on a location-based adventure that's as rewarding as it is captivating.
What is geofencing marketing?
Geofencing marketing involves using geographic boundaries to trigger specific actions or content delivery on mobile devices. These virtual "fences" are created around real-world locations, such as stores, events, geographical areas, or landmarks. When a user's device enters or exits these predefined areas, the geofencing technology can deliver personalized messages, notifications, discounts, or other content directly to their devices. Geofencing is used to tap into the power of location-based marketing, enabling businesses to connect with their audience at precisely the right time and place.
How does geofencing work?
Geofencing relies on a combination of technologies, including GPS, Wi-Fi, cellular data, and Bluetooth, to determine a user's location. When a user's device enters or exits a predefined geographic boundary, the system detects this change and triggers a predefined action. This action can include sending push notifications, displaying targeted ads (such as geofencing display ads), or altering app functionality based on the user's location (i.e. access to a special event is triggered).
Geofencing examples by app vertical
Here are ten scenarios where geofencing marketing can prove incredibly valuable to mobile app marketers:
E-commerce: Send exclusive discounts and offers to users when they are near a physical store, encouraging them to make in-store purchases. Or, a push notification may be sent when the consumer is leaving the store, encouraging them to purchase any items that were out of stock in-store through the app.
Events: Send notifications to users attending a conference, festival, or concert, providing real-time updates, schedules, and relevant content based on their location within the event venue.
Tourism and travel: Offer users audio guides, virtual tours, and contextual information as they explore landmarks or points of interest in a new city.
Health and fitness: Send workout suggestions to users or a reminder to track their exercise in-app as they enter a park or gym, enhancing their fitness routines.
Deal discovery: Provide special coupons in stores participating in a coupon program that earns points to redeem for real-world rewards like free flight miles.
Real estate: Provide detailed property information, virtual tours, and contact details when users approach properties listed for sale or rent. Or, consumers entering a particular neighborhood could receive a push notification to see local listings.
Gaming: Geofencing has the potential to elevate location-based games, like Pokémon Go, by enabling players to engage with virtual objects that align with their real-world positions.
Mobility: A public transportation app can send users real-time updates on bus schedules, delays, and route changes when they are near a bus stop or train station.
These scenarios showcase the versatility of geofencing in various industries, allowing mobile app marketers to tailor their strategies to different user contexts and objectives.
How to set up geofencing marketing
To implement geofencing, you must:
- Define your goals: Determine the specific objectives of your campaign. Are you aiming to drive foot traffic to a physical store, promote an event, or increase app engagement or in-app purchases?
- Select geofence locations: Identify the key locations where you want to engage your target audience. These could include your store, competitor locations, or areas with high foot traffic, to name a few.
- Choose triggered actions: Decide what actions will be triggered when users enter or exit a geofenced area. This could include sending notifications, in-app messages with discounts, or providing valuable content.
- Craft compelling content: Create personalized and engaging content that resonates with users based on their location and preferences.
- Leverage data analytics: Incorporate analytics tools like Adjust’s Mobile Attribution to track the effectiveness of your campaigns. Monitor metrics like engagement rates, conversion rates, and the overall impact on user behavior.
Benefits of geofencing marketing
The benefits of geofencing marketing are far-reaching and impactful:
Hyper-personalization: Deliver highly relevant content to users based on their physical location, enhancing the personalization of your marketing efforts. Learn more about hyper-personalization for mobile app marketing.
Increased engagement: By targeting users when they are in proximity to a relevant location you can capture their attention at the right moment, leading to higher engagement rates.
Enhanced customer experience: Geofence alerts can provide customers with valuable information such as exclusive offers, event details, or relevant updates, enriching their experience.
Improved conversion: Timely notifications and location-specific incentives can prompt users to take immediate action, resulting in higher conversion rates.
Competitive advantage: Geofencing sets you apart from competitors by demonstrating your commitment to innovative and customer-centric marketing strategies.
Limitations of geofencing marketing
While geofencing offers a powerful means of connecting with users based on their location, recent shifts in privacy regulations have introduced significant limitations that marketers must navigate.
Apple's App Tracking Transparency (ATT) and Google's upcoming Privacy Sandbox on Android require user opt-in for location-based marketing. These changes require marketers to obtain explicit consent before engaging users through geofencing. With these measures in place, marketers are tasked with crafting compelling value propositions to encourage users to opt-in.
Luckily, marketers have seen success in this endeavor with ATT opt-in rates continuing to rise. This is largely due to the utilization of opt-in screen design best practices and the leveraging of A/B testing for opt-in optimization. Learn more tips on how to boost your ATT opt-in rates.
This shift towards user-centric privacy practices emphasizes the need for transparency, respecting user preferences, and ensuring that geofencing efforts are not intrusive but genuinely beneficial. As the digital landscape evolves, understanding and respecting these limitations is crucial for creating successful, ethical, and impactful geofencing campaigns.
Geofencing best practices
While geofencing marketing offers exciting opportunities, its success hinges on effective implementation and strategic planning. Here are some best practices to help you make the most of your geofencing campaigns:
1. Segmentation is key
Not all users are the same, and their preferences vary. Divide your audience into segments based on factors like demographics, behaviors, and interests. Tailor your geofencing campaigns to each segment to deliver highly relevant content that resonates with them.
2. Opt-in and privacy
Optimize your opt-in screen(s) by clearly communicating the benefits they'll receive from location-based notifications and implementing a compelling pre-permission prompt.
3. Precision matters
Create accurate geofences that are neither too broad nor too narrow. A well-defined geofence ensures that users receive notifications at the right time and place, minimizing annoyance caused by irrelevant messages.
4. Timing is everything
Sending notifications at the right time is crucial. Avoid sending messages during late hours or at inappropriate times. Match your notifications to the user's typical schedule and behavior for optimal engagement. These timings can be deduced from your mobile app analytics.
5. Prioritize value-driven content
Craft compelling and valuable content that rewards users for engaging with your geofencing campaigns. Whether it's an exclusive discount, informative content, or early access to products, ensure that your notifications provide real value to the recipients.
6. Experiment and optimize
Don't settle for a one-size-fits-all approach. Test different geofence locations, notification triggers, and content types to discover what resonates best with your audience. Continuously monitor and analyze the results, then refine your strategy based on data-driven insights.
7. Personalization matters
Leverage user data beyond just location. Consider incorporating past behavior, purchase history, and preferences to deliver truly personalized experiences that resonate on a deeper level.
8. Combine with other strategies
Geofencing is most effective when used in conjunction with other marketing strategies. Integrate it with social media ads, email marketing, and other channels to create a cohesive and impactful customer journey via effective channel diversification.
9. Avoid overload
While timely notifications are important, bombarding users with too many messages can lead to annoyance and opt-outs. Maintain a balance and consider the frequency of your notifications.
10. Monitor analytics
Invest in a reliable attribution tool like Adjust to track the performance of your geofencing campaigns. Analyze metrics like open rates, click-through rates, churn, conversion rates, retention rates, user lifetime value (LTV), and customer behavior to gauge the effectiveness of your strategy, campaigns, and channels.
Geofencing marketing has the potential to deliver remarkable results when executed with care and precision. By following these best practices, you can ensure that your campaigns not only engage users effectively but also contribute to building a positive brand perception and lasting customer relationships. Remember that the key lies in delivering value and relevance to your audience while respecting their privacy and preferences.
Interested in learning more about how to implement and measure your geofencing campaigns? Check out Adjust's Mobile Attribution to identify your best users and channels and leverage our next-gen iOS Solutions insights for SKAN data. Or, request a demo.
Craving monthly app insights? Subscribe to our newsletter.