Geofencing with RVUSA
Location Based Target Advertising to Mobile and Other Devices

Dynamic Remarketing with RVUSA



What is Geofencing?


Geofencing

Geofencing is a digital marketing technology that allows smart devices to be tagged upon entry to a marked GPS area. Immediately after being tagged, ads can then be presented on websites that are part of the advertising network only. Thus, targeted advertising messages can be aimed at those in this specific location. Tagged devices can display ads on sites that are part of the ad network for as long as 30 days following initial contact. For this process to take place, the mobile device’s location services settings must be on (default mode).

Geofencing can be effective in delivering persistent ads to a targeted audience that enters, moves through, or persists in a physical location. Using highly tailored ad engagement can provide mindshare, behavioral influencing, drive return engagement, and/or obtain lead conversions.

Geofencing Misconceptions


One common misconception about geofencing is that you can send messages to all smartphones in a given area. That’s not accurate. The system utilizes advertising networks and only displays ads on websites that are part of the network. If a tagged device never visits a site on the network, they will never even encounter the ad.

Another misunderstanding is that geofencing is a fixed price ad system. Geofencing pricing is based upon a price per thousand impressions and utilizes a bidding system where advertisers bid against each other for ad placement (in aggregate). Other factors influencing ad price include day, time, season, and location. Thus, there’s a high degree of variability in price for campaigns. This makes budgeting, delivery, and results difficult to anticipate.



How Can Geofencing Help Me?


Reaching a targeted audience is always a goal of marketing. Being able to present your message to a receptive audience is very valuable. Message receptivity has to do with what a prospect is focused upon at the time the message is received. This is why geofencing can be very effective. It is a smart technology that provides near real time delivery of your advertisements to specific audiences in context to their behavior and interests.

Geofencing is unique in its ability to precisely target devices thus allowing for highly contextual advertising. Again, this is very unique as other targeting is not as precise.

One example of this is geofencing’s physical location targeting. It means you can target people’s smart devices, on or around your location or at other locations such as specific areas at events!

Typically, ads are designed with specific messages associated with the location and linked to landing pages. Measurable actions, such as click thru to your linked page, form submissions, chat sessions, and even phone calls (using tracked numbers) can be tracked and tied to your geofencing campaign’s performance.

All marketing ultimately has the same goal, which is the converting of prospects into customers. To assist in identifying conversions we leverage something called “Conversion Zones”. This means we track devices that enter your physical dealership locations to identify the influence of your geofencing campaign upon ultimate behavior.

Helping Your Dealership with Identification and Targeting


Geofencing

Influence Immediate Behavior:


  • Identify potential customers based upon locations they frequent (e.g. events or activities) to make them aware of your dealership
  • Utilize target demographic knowledge to present advertisements to potential customers. This can include things like camp grounds or tent events.
  • Targeting your own prospects allows you to remain “top of mind” and forms a defensive shield on your prospects through their buying process. This goes a long way to eliminating any buyer’s doubt about your dealership.
Key items and how geofencing addresses them:
  • Relevance - match advertising to current/recent physical presence
  • Timing - ads are delivered at in real time and maintain persistence
  • Interest - messaging is tuned to match the shopping interest of the prospect
  • Informative - ads present the opportunity to deliver value to the shopper (e.g. information about offers, advantages, and benefits of buying from you)
  • Entertaining - this is the most difficult item to achieve because humor is very subjective. However, the right message can be constructed to entertain if desired. Geofencing ads can use video to help communicate an entertaining message.

Why Bother?


shrugging shoulders

With it’s faults and limitations one must ask – “why bother?”. There are specific uses for geofencing. It is suited to specific situations only.

Each situation should be examined because often times other technologies are better suited to achieve a desired objective. For example, Google offers radius targeting inside of their PPC network. Not as precise, it still can be very effective.

If display ads are desired, these are possible with Google. There is a similar offering by Facebook, which provides location targeting of ads. Neither allows for device tagging, they provide general radius targeting, ads are only displayed during the time you within the radius. However, Google and Facebook offer remarketing when ads are clicked on (although you can use their remarketing even with generalized geofencing services).

The best way to proceed is by knowing your marketing goals. This is more important than the selection of geofencing. With goal clarity we can determine if geofencing is appropriate and if/what other technologies should be used to maximize your desired results.

One great thing about geofencing is that it is not a lot of money. Unpredictable and unknown but not overly expensive. However, campaigns normally require a minimum spend ranging from $250-$500. There’s also management and setup that needs to be considered.

With all that, it should not be expected that on its own you will have any kind of significant results. This is why the ROI must be considered closely. Also, the best thing to do is leverage it along with remarketing (at a minimum). Remarketing is solid partner to any location targeting technology. Once a visitor engages with your ads, remarketing ensures continual ad messaging.

If a campaign is designed correctly, focus will be on lead conversion. Sometimes this requires the creation of an offer (e.g. a discount or special content, etc.). All these factors mean that a geofencing campaign can take time to assemble. Again, due to the labor involved in campaign creation and management consideration has to be made to ROI. In other words, is it going to be worth the investment of time, labor and advertising costs? This all needs to be seen within the context that predicting results is very difficult.

Typically, the above facts are enough to discourage most. The best approach would be, going slow and methodically with a focus upon achieving your desired objectives.


GENERATE MORE LEADS AND SALES

through remarketing and other innovative and integrated digital marketing methods.