Location-Based Marketing creates a technology where the users have the capability of personalizing content best suited for the intended user. The method creates an environment where the gaps between the physical and digital contexts are bridged. The approach provides actionable content that can be employed in the long-term (Winterer, 2018). The methodology plays a critical role in improving the response rates among the targeted groups. Such outcomes can be employed in increasing the attainment of the marketing objectives for the given organization.
The method’s working revolves around the implementation of location-aware mobile apps. It works by defining the location-based marketing that is poised to trigger a notification when the user enters or exits the identified locations (Winterer, 2018). The area is determined precisely with the use of GPS. The mobile gadgets are critical because they provide the appropriate coordinates that can be used to define the location of the targeted recipients.
Access to social events is therefore not compulsory if the organization is focused on attaining its intended objectives. Placing a location strategically is instrumental in ensuring that the intended recipients are reached quickly. The system majors on the precise spot that allows the marketers to serve display ads and target people. Employs mechanisms will enable it to reach people utilizing IP address targeting as well as GPS marketing. Longitudinal and latitudinal coordinates play a critical role in easing the process of predicting the behavioral intent of the target audience. The approach works by building a virtual fence around specific locations that host events with the capability of attracting the desired teams.
A virtual geofence is traced around an event’s location where the advertisers can optimize the target environment within the timeframe of the game. People entering the geo-fenced site within the set time frame ensures that the audience takes an instrumental part in the marketing process (Croxton, 2019). Marketers can push advertisement displays when users interact with applications in their phones. The users can continue seeing the advertisement for a longer duration after leaving the geofence.
Figure 1: The Process of Geofencing
Geofencing companies claim that it provides the beacon technology. It allows the advertisers to drill through a given area defined within a specific radius. The clients do not have the capability of determining the particular attributes that they can accept in any specific moment (Croxton, 2019). The approach is significant in reducing the general costs associated with marketing. It offers programmed aspects that are destined to address the immediate needs of the communities.
Geofencing marketing works towards propagating location-based advertisements with the use of the internet. It is essential in pinpointing specific audiences that can benefit from the organization’s products. The targeted users can participate in location targeting where the particular application can initiate web access within the geofence. It can also be set up across different online tools that lead to enhancing the digital marketing environment. Affordability of the platform is essential in improving the projected outcomes that can lead to improved profitability. Access to local clients will be crucial in enhancing the organizational position in the immediate market.