Posted by Isolde Decker-Lucke
Geofences help marketers, advertisers and enterprises gain insights and take action to interact with, issue alerts, or collect data concerning the millions of mobile devices in today’s increasingly mobile society. According to reports, the average American is expected to spend 3.7 hours on their phone each day, creating a valuable avenue for communication and data gathering.
What is geofencing and are you positioned to maximize its potential? Read on to learn more.
Geofencing, by definition is a virtual boundary “drawn” around a real physical location in a software-based geographical information system (GIS). Once a location is “fenced”, one can monitor the fence to determine which specific devices or how many “things” crossed it, and then take corresponding action.
Geofences have many potential uses including:
With location-based marketing, marketers or advertisers can leverage users' location for a few main purposes including:
Knowing the past or present physical location of a group of mobile devices is very valuable to marketers. If a marketer knows that a certain mobile device passes-by their store every day, or that a certain number of devices visit a competitor’s store in a specific area, they can use that information to design ad campaigns with a far greater probability of success. This can increase engagement and customer loyalty.
Once advertisers have designed a campaign, they can use geofences to deliver personalized offers or other content to devices that are in the best position to act upon them. By leveraging location data and analysis, companies can identify and target common behaviors for mobile devices seen at store locations such as restaurants. The offer for a discounted burger at your Boston Burger King is wasted if the recipient is in New York. Human resources departments and recruiters have begun to utilize geofencing as a recruiting tool to effectively capture job prospects’ attention for various open positions.
“Attribution” is an advertising industry buzzword that has garnered lots of attention recently. Attribution enables advertisers to correlate actions with ad-campaign exposure at a bulk level. Wouldn’t it be nice to know that X% of the devices who likely saw (or at least were exposed to) your gas pump-top advertisement visited your brick-and-mortar location within a certain time period?
Geofencing has two location components - the location of the venue (points of interest) or area that is fenced, and the location of the device that interacts with the fence. The location of the fence is generally created in a GIS system. The finer the resolution and precision of the fence itself, the more accurate and useful the data.
Device location comes from the mobile device itself. Mobile phones can typically calculate their own location using some combination of GPS, Wi-Fi, Beacon or Cell location. Skyhook’s Precision Location system is used to calculate location by many applications, along with other positioning systems.
Accuracy is important for both the GIS platform and the device.
Geofencing isn’t just for mobile marketing. Geofencing use-cases can apply to many other industries.
App engagement is all about personalization. Geofencing helps personalize apps to the location of the device, enabling it to receive content, sort results, or set display preferences that are relevant to its current location. Understanding device location, movements and surroundings is key to providing contextually relevant information that will enhance the user experience.
Geofencing has multiple applications in multiple industries. From mobile marketing to enabling IoT use-cases to enhancing worker safety, geofencing provides context to device location, helping improve the user experience.
Contact Skyhook today or visit our Context SDK page for more information.