Many have heard of geofencing. Some have tried it. But few are maximizing the full potential of this powerful capability. Understanding the two distinct modes of geofencing — real-time targeting and geo-retargeting — is the key to unlocking its true value.
Real-Time Isn't Always the Best Time
More often than not, marketers and business owners who have tried geofencing used it as a real-time tactic — advertising to an audience while they're physically inside a given geofence. But what if that's not the best time to engage your audience?
Think about it: do you really want to shop online while you're already at a store or attending an event? There are certainly low-stress scenarios where in-the-moment messaging works — a quick digital coupon while browsing the snack aisle, for example. But it ultimately depends on your campaign objective and what action you're hoping your audience will take next.
What Happens After People Leave Your Geofence?
Sometimes the best time to reach your audience is after they've left your geofence and returned home or to the office. Geo-retargeting, also known as mobile ID capture, is an exceptional tactic for nurturing consideration and driving repurchase. It's also a powerful way to reach household influencers who may have a say in a high-consideration purchase.
Choosing the Right Mode for Your Campaign
The smartest geofencing strategies use both modes in tandem. Real-time targeting creates immediate awareness and urgency at the point of presence. Retargeting extends the conversation, builds consideration, and drives conversion after the visit. Together, they form a complete location-based marketing funnel that no single-mode approach can replicate.
