geofencing: location-based digital advertising€¦ · where it fits in the funnel. aidan augustin...
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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! :)