There are so many terms that get thrown around in the digital marketing industry. Many of these words can often have different meanings. One of the most commonly confused concepts is geos. Some of you may hear the terms geofencing and geotargeting used incorrectly or interchangeably but can get bogged down trying to figure out just what exactly makes them different. In reality, they are different targeting strategies that should be used for specific campaign objectives. Understanding the differences between these two is the first step to determining which strategy works best for your business.
Geofencing is another location-based marketing strategy that, in short, creates a virtual barrier using the user’s IP address to pinpoint the location and show the user ads when they cross the barrier. It could be a 20-mile radius around your shop, the state of California, a specific city, or any other area of choice. Some services, such as Snapchat, allow you to geofence a specific area by drawing a virtual fence on a map around the desired space in order to place ads or filters. The big draw to geofencing is that it is a way to engage consumers directly based on hyper-local location. This allows you to gain a greater understanding of user shopping habits or triggering immediate sales. Geofencing can be a great asset to your marketing strategy depending on the needs of your business.
The main idea behind geotargeting is understanding a consumer’s real-time, or past, location can help marketers to deliver the right kind of ad at the right time. Geotargeting allows you to pick and choose where to place your ads based on zip code, place of interest, tourist destination, countries, and more. This allows for the delivering of content to a user based on his or her geographic location. It also allows you to reach audiences of different demographics, interests, income levels, and wants and needs. Unlike, geofencing there is no barrier that you set up. Instead of the barrier you set up your geotargeting by radius of location, target whole countries, and you could break that down even further by targeting key areas within countries.
Understanding these differences will allow you to make the best-informed decision about which strategy to go for. geofencing is a highly effective approach when it’s critical that your advertisement reach consumers within a specific neighborhood, store or conference area, as well as when you want to know how frequently those consumers cross your fence. geotargeting is more appropriate when it is critical that your message reach consumers with specific interests or biological makeup. However, depending on your budget and type of business, you can use both in tandem with each other. For instance, via geotargeting you can send a message to a user regarding a sale going in the shopping mall. When user enters the mall and purchases the item, you can retarget the user with geofencing service.
Utilizing both strategies can be wildly beneficial once you understand the fundamentals of both tactics. Now that you understand the key differences, you’re one step closer to figuring out your business’ marketing needs. For any additional questions on marketing strategies, visit us at https://www.anytimedigitalmarketing.com/