We’ve all heard that most digital advertising strategies should adopt a mobile-first approach. Why? Simply put, that’s where your customers are.
The vast majority of people have a smartphone, and use it not only to send text messages or browse the web, but also to use apps and play games. With the phone being one of three crucial items most people never leave home without (including their keys and wallet/purse) then targeting those potential customers not only with what, but where, they are is extremely useful. A business or brand can deliver their message directly to potential customers who are already physically near their front door.
Let’s look at Mobile Geofencing as the prime example.
With the available GPS technology in smartphones, an advertiser can place an invisible “fence” in a radius around their location, and any mobile phone user who crosses into that fence, and is on an app or mobile web, can see that businesses’ ad. Not only will the banner impression deliver, but key features in the ensuing landing page like the current distance to the business, map location, click to call, click to website and coupon/incentive functions will encourage walk-in traffic and generate strong local brand awareness. This is a great strategy for businesses that thrive on those things, such as auto dealers, restaurants, and retail shops.
More immersive geofencing strategies can be utilized as well, based on the types of related businesses if they are physically near one another. For example, a jewelry store may want to geofence around a nearby flower shop. A restaurant or bar could geofence around a large event like a concert or sports game. You get the idea.
Mobile ads, by their very nature, are great for reaching an audience no matter where they are. But with a geofencing strategy, a business can reach potential customers when they are already nearby.
Kevin is a Digital Marketing Specialist in the Chicago area. Twitter @ktredbirds, Web:http://www.shawmediadigital.com