Geofencing: Location-Based Digital Advertising

How it worksWhen to use it

Where it fits in the funnel

Aidan Augustin

President and Co-Founder

Marketing tech/tools for you!

500+ Associations500+ Conferences & Shows (Reed Exhibitions, Informa, etc)

Things we know a lot about

1. Influencer Marketing

2. Audience Segmentation

3. Programmatic Advertising

100s of customers

1,000s of events & initiatives

10,000s of campaigns

-

100,000,000s of unique people tracked

1,000,000,000s of interactions tracked

What does “a lot” mean?

Things we know a lot about

1. Influencer Marketing

2. Audience Segmentation

3. Programmatic Advertising

Programmatic Advertising

Showing the right ad to the right person at the right time

The most common example of programmatic advertising:

Website Retargeting

Step One: Someone visits your website

Step Two: They leave your site, then start seeing your ads on other sites they visit

Step Three: They come back to your site

Retargeting

Showing ads to people based on their recent website browsing

Geofencing

Showing ads to people based on their physical location

Similar Industry Events SME AeroDef

Similar Industry Events NCA Sweets & Snacks Expo

University Campuses Idaho AGC Career Portal

Office Buildings Made In America

Geofencing Ideas

• Similar industry events

• Universities and colleges

• Corporate campuses/offices

• Hospitals and healthcare facilities

• Government buildings

Geofencing Use Cases

• Event attendance

• Event sponsorship

• Membership drives

• Certification/CE courses

• Advocacy (government, industry or consumer)

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

Retargeting

Showing ads to people based on their recent website browsing

Step One: Someone visits your website

Step Two: They leave your site, then start seeing your ads on other sites they visit

Step Three: They come back to your site

Marketing Funnel

The multi-stage process of nurturing a cold prospect into taking a desired action

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

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?

Q & A

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

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”

Retargeting

Showing ads to people based on their recent website browsing

Great follow-up to geofencing; best for middle and bottom of funnel

Thank You! :)