What is Geofencing?

Digital marketing for manufacturers presents unique challenges. The niches are narrower, the target markets typically smaller, and the marketing mix is radically different than most other businesses. However, there's reason for hope, too. B2B marketing services have evolved considerably in recent years, allowing for a higher degree of precision in ad targeting and a higher ROI on ad spend. Geofencing is one of the most powerful tools in our kit at Cain & Company, and although you may not have heard of it before, once you learn more about it, you'll wonder how you lived without it.

What is Geofencing?

Simply put, geofencing is the practice of putting a virtual boundary around a real-world location. Geofencing systems are used for everything from telematics to security systems and are finding new and interesting uses in marketing as well. When someone is in proximity to a desired location—your offices, a store, a trade show, etc.—RFID and GPS technology are used to serve them ads and other relevant information on their mobile device, reaching them where they are and when they're primed to hear your message.

Advantages of Geofencing

Now that we have a better idea of what geofencing is and how it works, what does it look like in practice? As it turns out, there are some unique advantages to this technology that many other types of ad campaigns simply cannot match.

• Target with extreme accuracy: Besides the ability to target more precisely based on location, geofencing also allows for pinpoint timing of your ads so you reach your audience when interest is highest.
• Tailor context-specific ads: Time and location matter to your customers, and your ads should reflect that. An ad that matches the time and place is more effective than serving the same ad to everyone regardless of where or when you find them.
• Take aim at your competition: Your competitors wouldn't willingly display your advertisements in their lobby. But with geofencing, you can target with sufficient precision that your prospects see your message when they're visiting your competition.
• Understand your customers: One of the follow-on benefits of geofencing is that the communication can go both ways; it's a great way to understand your foot traffic day-to-day and to pull back to look at larger patterns over time.
• Boost your ROI: This degree of precision encourages higher engagement; you're reaching them with the right stuff at the right time. Combined with the data leveraged from your apps and the further refinement that data allows, you'll see a better return on investment than many traditional forms of B2B marketing.

Working with Cain & Company

Not all B2B marketing services are created equal—nor, for that matter, are all B2B marketing agencies. More than digital marketing for manufacturers, Cain & Company is uniquely able to deliver marketing solutions that are as innovative as the businesses we serve.

Our geofencing capabilities do not stand alone. They integrate within a much larger framework that includes web development, mobile app development, and a host of other ad solutions. This ensures end-to-end solutions, a consistency of message across all platforms, and a mix of tactical and strategic thinking that ensures long-term success. For help getting a handle on your B2B marketing needs, get in touch for a consultation today.