Geo-targeting is becoming the way of the world in digital marketing, but it’s not something that can be done without careful planning and an understanding of the various processes and tools available. Of course, there is a lot of information out there to learn and it can sometimes prove difficult to figure out which things matter most.
Geoframing and geofencing are two different types of targeting that can be used in addition to traditional geotargeting methods to help attract the right local audience. If you’re trying to prioritize digital marketing efforts, you’re in the right place because there is nothing more important than location and mobile marketing right now.
Before we get into the details, let’s talk a little more about why this matters. According to research, more than half of all searches are performed on a mobile device. Many people are looking for instant answers because they are out and about and want to make a purchase or find a service immediately, or at least within a day or less. Thus, if you’re not using any geo-marketing methods, you’re missing the mark, big time.
Each has its place in a dynamic digital marketing campaign, and some efforts may be more useful for certain brands or industries. By taking the time to understand them all, you will have a much easier time creating your own local marketing strategy.
What is Geoframing?
Geoframing, also sometimes referred to as geo-retargeting, is a process that basically lets you “hang on” to potential targets and reach out to them at a later time. This is a tactic that allows you to capture mobile IDs while people are in a specific geographic area, such as at a flea market or outdoor expo. Then, you can hang onto that ID and present them with an ad after they’ve left the event.
Why would you want to do this? For starters, it’s a great way to remind people of your brand. It’s also a chance for you to get people’s attention when they are giving it. If you’re at an event, people might not actually be using their mobile devices. Therefore, your ads would be wasted. By using retargeting, you can make those ads worthwhile and still reach people who are within your target audience.
You can even take this a step further and target people’s neighbors once they’ve left your geographic area, allowing you to reach like-minded people that you might not find otherwise. Sometimes these targets aren’t entirely accurate, but it sure is a useful follow-up tool and a way to get more leads for your money.
What is Geofencing?
Geo-fencing is a much more general way of marketing, allowing you to reach a wider audience based solely on location rather than other buying criteria or behaviors. While geotargeting focuses on things like keywords, actions, demographics, or interests along with location, geofencing simply lets you draw a “fence” around a location and have ads delivered to every user that is within that boundary.
Using the IP address or GPS of the device, you will be able to target people once they come within a designated area. You can deliver ads on mobile devices, computers, or tablets so that people can be reached in various formats, and you can tailor your ads to specific audiences or types of customers, too.
Some people fear that these ads are forced notifications, but that’s not the case. You can use your same old ads with geofencing, and just make them available to people who are within your designated area. It helps you target audiences based on location and can improve the accuracy of your local marketing efforts.
It’s Not Either/Or
The biggest takeaway here, and the reason we’re getting to it so early, is because it’s a critical discussion. Everyone wants to debate over whether geoframing or geofencing is better, and some even throw geotargeting into the mix to make things even more complex. However, that just changes the focus. You’re not here to choose which of these methods is best– they are all part of the same strategy.
That’s right. You can benefit from incorporating all three types of location-based marketing in your digital marketing efforts. Generalized geofencing can be effective, but it’s not the most accurate choice. Therefore, it should be used as a secondary marketing tool rather than the main campaign. Geotargeting offers more specific data, allowing you to reach out to a more targeted audience, and can help you increase conversions and the quality of your leads.
Geoframing, on the other hand, is a great way to reach people later and generate money from remarketing, essentially. If you’re in a situation where you might want to wait to advertise, this could be an effective choice. It’s a reminder to people that your brand has something to offer, and it can help you start a great relationship because you reached out to them.
Ultimately, it’s about extending your marketing message as far as your reach will allow. With various methods of location-based targeting as part of a comprehensive digital marketing strategy, that’s easier than ever to do.
Get Your Geo-Targeting on Track
With the dedicated team at REIN, you can get your geo-targeting on track today, whether you’re looking for a specific type of campaign or you just need help reaching out with your local digital marketing efforts. Our experienced team knows how to get results and will help you get exactly what you need from local marketing. We’ve done plenty of work with location-based marketing and can help you create a dynamic, integrated strategy that drives traffic and conversions both when customers are in a specific location and after the fact.
When it comes to digital marketing, it’s all about combining the right tools and methods to get the best results. When you work with the experienced group at REIN, you’ll get the perfect combination every time.