geofencing: location-based digital...
TRANSCRIPT
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Geofencing: Location-Based Digital Advertising
How it worksWhen to use it
Where it fits in the funnel
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Aidan Augustin
President and Co-Founder
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Marketing tech/tools for you!
500+ Associations500+ Conferences & Shows (Reed Exhibitions, Informa, etc)
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Things we know a lot about
1. Influencer Marketing
2. Audience Segmentation
3. Programmatic Advertising
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100s of customers
1,000s of events & initiatives
10,000s of campaigns
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100,000,000s of unique people tracked
1,000,000,000s of interactions tracked
What does “a lot” mean?
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Things we know a lot about
1. Influencer Marketing
2. Audience Segmentation
3. Programmatic Advertising
![Page 8: Geofencing: Location-Based Digital Advertisingsouthwestshowcase.org/.../02/Geofencing...Augustan.pdf · Geofencing –In the weeds • Leverages IP Address, Wi-Fi, GPS, Bluetooth](https://reader036.vdocuments.site/reader036/viewer/2022071218/60533b96e11c6654dd0cf3d4/html5/thumbnails/8.jpg)
Programmatic Advertising
Showing the right ad to the right person at the right time
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The most common example of programmatic advertising:
Website Retargeting
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Step One: Someone visits your website
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Step Two: They leave your site, then start seeing your ads on other sites they visit
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Step Three: They come back to your site
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Retargeting
Showing ads to people based on their recent website browsing
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Geofencing
Showing ads to people based on their physical location
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Similar Industry Events SME AeroDef
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Similar Industry Events NCA Sweets & Snacks Expo
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University Campuses Idaho AGC Career Portal
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Office Buildings Made In America
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Geofencing Ideas
• Similar industry events
• Universities and colleges
• Corporate campuses/offices
• Hospitals and healthcare facilities
• Government buildings
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Geofencing Use Cases
• Event attendance
• Event sponsorship
• Membership drives
• Certification/CE courses
• Advocacy (government, industry or consumer)
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Geofencing – In the weeds
• Leverages IP Address, Wi-Fi, GPS, Bluetooth
• Primarily reaches mobile devices
• Density or volume of locations required
• May lag real-time by up to 24 hours
• Best for brand awareness / “top of funnel”
• Best combined with retargeting
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Retargeting
Showing ads to people based on their recent website browsing
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Step One: Someone visits your website
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Step Two: They leave your site, then start seeing your ads on other sites they visit
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Step Three: They come back to your site
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Marketing Funnel
The multi-stage process of nurturing a cold prospect into taking a desired action
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Awareness
Engagement
Conversion
Potential Universe (TAM)
• Ad view
• Email open
• Website visit
• Multiple website visits
• Ad click or email click
• Download whitepaper
• Registers for conference
• Joins membership
• Signs up for CE course
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Awareness
Engagement
Conversion
Potential Universe (TAM)• Geofencing
• Search + social
• Traditional media
• Retargeting ads
• Email newsletter
• Direct mail to alumni
• Retargeting ads
• Triggered email
• Cart abandonment
• Personal call/email?
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Q & A
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Marketing Funnel
The multi-stage process of nurturing a cold prospect into taking a desired action
Measure the progression between stages and pick the right channel(s) for each stage
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Geofencing
Showing ads to people based on their physical location
Accurate to the building; industry events and work environments are common targets; best
for brand awareness / “top of funnel”
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Retargeting
Showing ads to people based on their recent website browsing
Great follow-up to geofencing; best for middle and bottom of funnel
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Thank You! :)