Location-Based Marketing: Geotargeting vs. Geofencing – Digital Media Solutions

Location-Based Marketing: Geotargeting vs. Geofencing – Digital Media Solutions

Shutterstock_1771141148 GPS map, pin address location on mobile apps. Double exposure of man hand using laptop computer searching target place on night cityscape. Business and technology, marketing plan concept

Location-based marketing is an integral part of many marketing campaigns. Retail and restaurant brands in particular implement location-based marketing to reach consumers looking for deals and who are ready to buy. By understanding the difference between geotargeting and geofencing and seeing how brands effectively deploy these tactics, businesses can begin to implement more focused digital marketing strategies. Changes in consumer behaviors including related to dining out and shopping during coronavirus have also impacted how marketers are tackling their location-based campaign optimizations.

Opting-In May Be Required For Some Types Of Location Targeting Campaigns

Although display ads are one of the most common ways to deploy location targeting, geotargeting campaigns sometimes begin with opt-ins from consumers, which can be facilitated by offering rewards or discounts for opting-in or encouraging opt-ins when placing online orders. 

What Is The Difference Between Geotargeting And Geofencing?

Geotargeting and geofencing have some similarities, but it is important to understand the differences between these two types of location-based targeting. While geotargeting typically focuses on a defined audience within a location using IP addresses and demographics, geofencing generally targets a broader population, serving ads or promotions to anyone that enters a certain “fenced-off” area. The two location-based marketing tactics are similar in that they often focus on local promotions and news that can grab a potential customer’s attention in
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