I was a little surprised to see an email from Slideshare today letting me know that one of the Maponics presentations from more than 18 months ago is currently one of the most popular presentations across all of LinkedIn. But it’s actually not very surprising, because a year ago there were far fewer people talking about geofencing, and we were one of the only people at the time who were producing the data that made geofencing possible.
Nowadays, it’s much more common to meet advertisers, retailers, travel and leisure marketers, folks in the real estate space, and everyone from the auto industry to the Foursquares of the World, who now consider geofencing to be a mandatory part of their strategy, rather than an optional one.
If you have a moment, flip through the presentation and let us know what you think!
How geofences enable better mobile ad targeting from Maponics
Mike Villarreal is a product manager at Maponics
This article shows how response rates are much higher if the search results (businesses) are closer to the searcher. It talks about simple radius-based goefences, which are fine as far as they go.
image source: wsj.com
But as you know, predefined geofences (essentially, real-world polygons) are far more effective for striking that chord of familiarity with users. Marketers have long known (yes, even before geofencing was a term) that if given a choice between two equidistant stores, a consumer is far more likely to go to the one in the neighborhood they are already in and know well.
image source: geeksugar.com
Even better, by using specialty geofences like Shopping Boundaries, you can target larger shopping areas, even informal shopping zones. This expands your audience AND increases your response rates. See how Urban Airship has done this.
Desirable and undesirable parts of towns don’t follow a radius, so why should your geofencing?
image source: wn.com