Location-Based Brilliance: The Power of Geofencing

CLIENT

Stack Family Center for Biopharmaceutical Education and Training (CBET)

CAMPAIGN

Geofencing

INDUSTRY

SERVICES

Executive Summary

Geofencing has emerged as a pivotal component within digital strategies, wielding transformative power in enhancing customer engagement, optimizing marketing campaigns, and boosting overall business success. This technology, rooted in the strategic use of geographic boundaries, enables businesses to deliver hyper-targeted content and personalized experiences to users within predefined locations. As clients navigate the dynamic landscape of the digital age, incorporating geofencing into digital strategies becomes not only advantageous but imperative.

Subject Overview

Geofencing is a unique digital advertising tool that can reach potential customers at the most granular level via their smartphones or tablets by placing a virtual perimeter around a specific location.

What Geofencing Can Do For You

1.  Precision Targeting: Geofencing allows businesses to define virtual perimeters such as zip codes, conferences, or neighborhoods, allowing targeted outreach for higher conversion rates.

2. Enhanced Personalization: By leveraging location-based data, businesses can deliver highly personalized content, promotions, and offers to users based on their real-time physical context.

3. Competitive Edge: Businesses adopting geofencing as a digital strategy gain a competitive edge by staying ahead of the curve in technology adoption and remaining innovative and responsive to market dynamics.

4. Data-Driven Insights: Geofencing provides valuable insights into customer behavior and preferences based on their physical movements. This data empowers businesses to refine strategies and tailor marketing strategies.

5. Cross-Channel Integration: Geofencing is easily used in conjuction with other digital channels, such as social media and email marketing. This cross-channel integration ensures a cohesive and comprehensive approach to engaging the target audience across various touchpoints.

Challenges and Limitations

–  Dependency on Mobile Devices: Geofencing relies heavily on users having mobile devices with location services enabled. If the target audience disables location services or uses devices without GPS capabilities, the effectiveness of geofencing diminishes.

– Regulatory Compliance: Compliance with privacy regulations and obtaining user consent for location data usage is critical and regulations such as GDPR or CCPA must be adhered to.

– Limited Range and Flexibility: Geofencing is effective within defined geographical boundaries, but this limitation can be a drawback for businesses that need more flexibility or wish to target a broader audience. It may not be suitable for certain types of campaigns or businesses operating in multiple locations simultaneously.

Success and Results

CBET wanted to target attendees at a conference to inform them about their research services and training programs. Whale ran a geofencing campaign targeting conference locations in tangent with Google Search ads in the conference zip code. The geofencing from one conference resulted in:

37,603

Impressions

213

Clicks

8,312

People Reached

.57%

Click-Through-Rate*

*Around 6X higher than a traditional geofencing CTR!

If you want to know more about the full campaign and findings, check out our other case study!

Future Plans & Optimizations

Whale is continuing conference geofencing efforts for CBET in 2024 to garner additional awareness for their services. For businesses aiming for brand awareness and a competitive edge in a specific geographical location, geofencing is the initiative for you! The accurate targeting, personalized features, and easy integration of geofencing make it a key tool for success in modern marketing. Reach out to us to learn more!