At the latest sporting event you attended, did you see an ad on your smartphone promoting a nearby restaurant inviting you to stop in after the game? You might have thought it was a little creepy this restaurant knew you were there, but it’s called geofencing—an effective marketing tactic if executed correctly.
Geofencing is a location-based digital marketing tactic that lets marketers place ads targeted towards smartphone users in a defined geographic area. You chose a radius around a location, and when someone enters that space, they are served an ad while using the internet on their mobile device. It can be used for both business-to-consumer (B2C) and business-to-business (B2B) marketing.
For example, as customers walk into a shopping mall, retailers can target people with offers and coupons. A car dealership can target people when they visit a competitor down the street. Exhibitors at a trade show can use geofencing to target attendees, improve brand awareness and traffic to your booth or website, which in turn generates leads.