Geotargeting vs geofencing
Whereas geotargeting uses technology such as website IP tracking to serve targeted location-based content, geofencing involves building a virtual ‘fence’ and displaying content to all shoppers who enter the selected area.
Example use cases of geofencing include:
One example use case is brick-and-mortar retailers targeting shoppers near the stores of their competitors to provide them with discounts for their own store.
Burger King famously took on McDonald’s using this approach, where customers within 600 feet of a McDonald’s were given the opportunity to order a Whopper for a reduced price and then received directions to their nearest Burger King to collect their meal.
Another example could be travel insurance providers targeting travelers who arrive at the airport to promote their services.
Look for a tool that lets you make use of geotargeting and geofencing technology, so you can benefit from both.
Geotargeting tools and technology
To implement geotargeting, you’ll need the right tools and technology in place to help you identify your users’ locations and deliver relevant content.
How Fresh Relevance can help
With Fresh Relevance’s geotargeting technology, you can serve dynamic content based on the individual’s nearest store or region. You can also refine marketing rules and customer segments using flexible location-based rules.
We enable you to define a customer’s location in a few different ways:
- A location merged in, e.g. from a field in your ESP
- The current geolocation of the individual based on their IP address
- A value stored in the person record, e.g. an imported known location
Our geotargeting tool has been designed to give you increased flexibility when defining locations. By combining this functionality with our versatile personalization features, you can use location-based marketing to engage your customers and drive revenue.
With Fresh Relevance’s geotargeting tool, you can:
- Display nearest store information, such as opening hours and maps
- Override locations if necessary (e.g. if a person’s nearest store is in Guilford but you know they shop more frequently in your London store)
- Filter product recommendations based on the customer’s location, so individual customers will only see products available near them
- Display content based on the live weather at the shopper’s location to provide them with relevant product recommendations, such as winter boots if it’s snowing
- Create geofences to show specific web content or send a specific email to customers in the proximity of a given location
Book a demo to find out how Fresh Relevance could help you achieve your business goals with geotargeting.