Mobile interactive engagement through push solutions that are location based and ad retargeting were facilitated by technologic advances. The rise of GPS enabled devices, smartphone usage, smarter apps, location based services and the desire of mobile users to publicly share their location has facilitated the rise of a large amount of behavior and geographic based data that can be leveraged using the latest technology.
Mobile digital technology allows today’s marketers to push out ads to their mobile audiences in very effective ways. They can use new mobile marketing strategies in order to create connections and interactions between consumers and brands. These new trends of geo-fencing and geo-location are the future of mobile advertising.
Mobile users can have their smartphone notify them of a deal, they then receive a coupon when near a fitness equipment store. This kind of local advertising is made possible because the small business created a geo-fence, a marketing specific to the advertiser’s store and based on virtual location. However, in a geo-competition, the competitor companies can also send similar advertising messages to consumers, because an advertiser’s geo-fence may include its competitors targeting customers shopping at a competing business.
For example, a fitness machine; a gym equipment retailer can choose to create some geo-fences around its competing stores. When a potential customer comes into that geo-fence with his smartphone on, he will receive an advertising message that offers a coupon for the fitness machine at the advertiser’s location, promoting a special sale discount. This way a geo-fence can become a geo-contest.
This capability of mobile marketing is not something new, but it’s continuously growing. More and more companies are using push marketing through mobile location, data and geo-fencing. This includes sports marketing of companies in the Phoenix, Arizona area. People jogging through a park, for instance, can be targeted with ads of sports stores promoting jogging equipment such as shorts, sweatpants, t-shirts, and running shoes.
Geo-fencing has already started to move past check-ins and traditional location-based applications to embrace a wide range of mobile device capabilities. Everywhere a digital fence is virtually drawn, social networking, notification, local search, retail, and push marketing can all come together in order to connect consumers at any time and almost anywhere with offers and services.
Marketers now have the possibility of creating a highly precise audience profile. The ways to take advantage of the new mobile technology are endless. Mobile geo-fencing enable any brand today to create connections and interactions with their targeted audiences at the moments that matter most. Because geo-fencing technology enables engagement with consumers on their mobile devices, which are the most highly relevant, personal, and contextual channel possible, geo-targeting applications allow for relevant marketing strategies. These app-centric strategies make it possible to push meaningful messaging to consumers, built on their experiences, habits, preferences, and profiles.
In the Phoenix, Arizona area, geo-fencing technology is also used for marketing at sport events. This technology adds greater relevance to the advertising messages sent. Instead of sending the same promotional message to all potential visitors, geo-fencing on mobile devices makes it possible to target specific groups of visitors at the sports event, based on their location.