What Is Addressable Geofencing and How Does It Work?

Technological advancements have dramatically changed digital marketing and the way marketers target audiences. Modern marketing strategies, tools, and practices have enabled us to deliver targeted marketing messages more efficiently than ever before.

One such marketing practice is called Addressable Geofencing, and it can enable your business to gain a significant edge over your competition.

Today, we will discuss Addressable Geofencing, how it works, why it matters, how businesses use it to their advantage, and more. It will give you a better idea of this modern practice for successful digital marketing.

But before we dive into Addressable Geofencing, we will first explain what exactly Geofencing is.

What is Geofencing

It is a location-based digital marketing strategy, practice, process, or technique that enables businesses to connect with users' devices in a defined geographic location. Geofencing works by creating a wide virtual parameter, or digital "fence," around a physical location, using various technologies and network devices.

These include things like Wi-Fi, Bluetooth, Radio-Frequency Identification (RFID), and Global Positioning System (GPS). Once a virtual parameter is created around a physical location, any user devices that enter this "Geofenced" area are targeted with your marketing campaign.

It is a highly innovative and effective way of targeting prospects at the right time and literally at the right place. Imagine capturing leads and conversions when the setting is just right for your prospects; it is every marketer's dream come true.

And if this wasn't enough, you can retarget user devices that entered your Geofenced area for up to 30 days after they leave. This gives you ample time to see your marketing campaigns through and get the results you need.

What Is Addressable Geofencing and How Does It Work?

Addressable Geofencing or addressability is a personalized form of Geofencing where businesses and marketers can target individual households and businesses in a specific geographic location.

So, while Geofencing is a broad practice, Addressable Geofencing is a more targeted version of this practice, whereby you target specific households, businesses, or audiences within a Geofenced area for more personalized marketing.

Suppose only a single home or a few homes within an area fit your target demographic. In that case, you can use Addressable Geofencing to go around other homes and directly target your intended prospect. If there are multiple devices within those homes, you can target them all with personalized ads.

Businesses can combine household data with an address to create a deeply personalized profile of each prospect in a targeted home or location.

You can even target specific homes or businesses simultaneously in multiple physical locations or neighborhoods. Businesses may target up to a million addresses with a personalized marketing campaign intended for audiences at those specific addresses.

Why Addressable Geofencing Matters

The deeper level of targeting you get with Addressable Geofencing helps you move closer to true one-to-one marketing, which is an elusive goal for marketers and businesses. It allows you to target individual prospects at their homes, workplaces, businesses, or even people coming to your storefronts.

Your business can pick and choose the neighborhoods or areas where you want devices inside certain homes and businesses to receive your ads. This includes devices like smartphones, laptops, desktops, tablets, and even over-the-top and connected TVs.

Being able to reach customers and prospects on their daily devices based on location is what Addressable Geofencing is all about. While it provides excellent marketing results as a stand-alone campaign, you can also use it to extend your ongoing marketing campaigns and strategies.

Since most personal devices are always within reach of audiences, you can directly market your business, products, or services to them. You stay in control and target the people you want in the Geofenced areas of your choice.

Unlike typical Geofencing, you can use Addressable Geofencing to create highly personalized marketing campaigns for specific audiences in a physical location. For example, you can personalize ads for individuals who live close to your business locations or stores.

Similarly, you can create a promotional or discount marketing campaign for people who visit your competitors' business locations. Ultimately, Addressable Geofencing helps improve your brand visibility, engagement and interaction with prospects, and overall conversion rates in a very efficient manner.

The benefit and use cases of Addressable Geofencing are widespread, and marketers have only just scratched the surface since it is a fairly new hyper-personalized marketing technique.

Business Applications

Addressable Geofencing helps businesses target audiences with extreme precision and hyper-personalize ads accordingly. Here are just a few ways you can use it to your advantage.

  • Superior Targeting

While most location-based technology uses physical addresses to identify locations, Addressable Geofencing takes this to a whole new level by considering individual properties within a location. This is made possible by the smart use of public data like property tax records.

The benefit of this becomes apparent when targeting multi-home properties like apartments or buildings because you can target individual homes with immense precision. Whether it is an office floor, single-family home, or multi-home property, Addressable Geofencing provides superior targeting.

  • Improve Customer Experience and Loyalty

Often, it is difficult for businesses and brands to reach customers who bring business to their physical stores, pay with cash, and leave without any digital impression. You can use Addressable Geofencing at your business locations to show your appreciation to these walk-in customers for choosing you.

Instead of promotional content, you can provide relevant informational content or simply send a thank you for choosing your business. This enhances the customer experience and creates a positive impression of your brand, encouraging loyalty.

  • Scale Digital Marketing

Addressable Geofencing allows you to scale your digital marketing efforts immensely. Since you can reach up to a million addresses simultaneously, you can reach extremely large audiences, giving you immense targeting potential, brand awareness, and conversions.

  • Cover Multiple Demographic Aspects

Although it is covered extensively, location is not the only factor you can use for Addressable Geofencing. The campaigns using this tech can target audiences using other demographic points.

Everything from age, gender, income, interests, education, etc., can be used to target audiences within our Geofence. You can further focus your marketing efforts where your market research suggests you'll get the most conversions. Professional marketers always incorporate multiple demographics for comprehensive Addressable Geofencing marketing campaigns.

  • Use Conversion Zones (for Measurements)

You can turn your business locations into conversion zones through Addressable Geofencing. Let's say you have a physical store where customers come to make purchases. Using it as a conversion zone will allow you to measure your campaigns.

When prospects enter your physical store after receiving an ad from your marketing campaigns, you can mark it as a success or "conversion" for that campaign because they landed at your physical store after getting that ad you ran.

This is a great way to connect your offline conversions to online digital marketing campaigns, which is typically difficult without Addressable Geofencing. It is beneficial for businesses that rely heavily on physical stores for conversions.

  • Omni-Channel Connectivity

Addressable Geofencing offers you the ability to connect to your prospects and customers through multiple channels. Whether it's audio ads, video ads, TV campaigns, or social media ads, you can engage them through all channels. If they are in your Geofenced area, you can reach them anywhere.

This omnichannel approach also provides market testing opportunities. Your marketing messages can reach specific audiences to get their responses. This reveals which channels work better with which prospect, allowing you to engage them through relevant marketing campaigns on preferred channels accordingly.

How to Use Addressable Geofencing

Despite being seemingly complex, using address Geofencing for your business is quite easy. Three basic steps can help you launch your Addressable Geofencing marketing campaign.

  1. Create Your List of Addresses

Naturally, the first thing you need is to gather all the physical locations or addresses you want to target. This can include your business locations, storefronts, customers' addresses, competitors'  business locations, or the addresses of the leads and prospects you want to target.

As with any targeted marketing campaign, you need to consider who your target audience is for your marketing campaign. You wouldn't want to run the same marketing campaign for existing customers as you would for fresh prospects.

Gather as much information as you can regarding your target audiences because it will help you create hyper-personalized ads or campaigns.

  1. Create Your Personalized Advertisement or Campaign

This is like any other advertisement or marketing campaign you create, with the exception of being hyper-personalized. Since Addressable Geofencing allows you to have pinpoint accuracy, the message of your ad or campaign should directly speak to the pain points and requirements of your target audience.

For example, car dealerships have many customer details, including their addresses. This means they can target individual customers who are nearing the end of their lease agreement. It gives the dealership the perfect opportunity to market new car deals or lease agreements to these customers.

They can hyper-personalize their marketing campaign to meet customers' needs at the end of their lease agreements, as these are the people who are most likely looking for a new car.

  1. Track and Manage Your Marketing Campaign

It is always a great idea to set goals for any marketing campaign, and this one is no different. Tracking key statistics from your campaigns will help you learn about the things that work and what doesn't, allowing you to improve your marketing campaigns over time.

Metrics and key performance indicators can reveal how frequently your target audience interacts with your Addressable Geofencing marketing campaign. This can tell you which addresses are converting and which ones are not producing desirable results.

The more you learn about your campaign, the more you can improve it and use what you've learned in future campaigns.

How Is Addressable Geofencing Being Used?

Addressable Geofencing is mostly used to try and engage existing customers and build brand awareness. Here are just a few examples of how it is used in various industries.

  • Real Estate

Realtors trying to advertise and sell a local listing from their portfolio can use Addressable Geofencing and add the address of their listing. Any leads who visit the home for a showing or open house can then be targeted through personalized campaigns and also receive updates on the status, price change, and other aspects of the listing.

Realtors can also market similar homes to these leads once the original listing is sold. This allows them to engage leads and build interest in other listings on their portfolio.

  • Auto/ Car Dealerships

As mentioned previously, car dealerships can target audiences nearing the end of their lease and market new cars and lease agreements. Similarly, they can use Addressable Geofencing to capture leads in nearby neighborhoods.

Moreover, they can target certain homes or neighborhoods based on demographic information and market upcoming sales and promotions. Customers and leads in higher income brackets or neighborhoods can be offered new luxury models. In contrast, companies can market models, financing options, or upcoming sales to those in lower-income brackets or neighborhoods.

Prospects living in areas with more rugged roads can be targeted with ads for 4x4 trucks, whereas companies can target city dwellers with ads for fuel-efficient cars.

  • Pharmaceutical and Healthcare

Gender, age, and other household information can be used to segment and target specific people. Younger families can be marketed with medical products for babies, whereas businesses can target older households with age-related medical products and services.

  • Banking and Finance

Businesses in the banking or finance industry can use neighborhood income information to target higher-income households with wealth management or financial planning. Similarly, areas with lower incomes households can be targeted with credit programs, lending services, or debt consolidation.

Of course, these are just a few examples, and businesses in nearly every industry can use Addressable Geofencing in highly effective ways.

Conclusion

Addressable Geofencing makes it easy to use existing data about physical locations and addresses to draw Geofences for your business. It can improve precision targeting combined with other demographic aspects to create a bigger, better, and hyper-personalized impact on your audiences.

You can tailor custom marketing campaigns around segmented groups in a very efficient and effective manner. It also allows you to track and test the effectiveness of your marketing campaigns, especially offline conversions with online campaigns.

The omnichannel approach, benefits, and smart usage of Addressable Geofencing make it incredibly valuable for any business in any industry. If you have not been using this incredible marketing technique, we highly recommend starting immediately.

If you want to learn more about what Addressable Geofencing is, how it works, or if you want help deploying it for your business, along with other digital marketing strategies, please visit our website today.

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