Geofencing: Location-Based Marketing in 3 Simple Steps

Location data is a shiny object, but marketers often get perplexed with how to start using it, or simply dive in without a plan. Yet the building blocks of a geofencing advertising strategy are super simple. So let’s look at 3 easy steps to jumpstart your geofencing strategy…

1. WHO IS YOUR AUDIENCE & WHAT DO THEY NEED?

Every media strategy, including geofencing, should start with a conversation about your target customer and the challenges you have in reaching them today. A well-rounded media strategy addresses the entire customer decision journey, looking for unique pain points your business can solve.

2. WHERE IS YOUR AUDIENCE LOCATED?

It’s important to make up a story of where your target customer goes on a given week. What are those relevant destinations and activities?

3. TYING IT ALL TOGETHER: WHERE DO YOU NEED TO SHOW UP, AND WHEN?

• At the moment they’re at a given location?
• Or AFTER leaving that location?

Once you’ve gone through these 3 quick steps, you simply need to decide the content of your message and create a list of geofence locations – whether stores, offices, venues or households.