What is Geofencing?


Geofencing is a location-based service where a virtual perimeter is established around a physical geographical area. When a portable device — such as a phone or tablet — enters this defined area, a variety of automated actions can be triggered, from push notifications to emails to security alerts. Geofencing adds value to communications by allowing you to deliver focused, location-specific messages to your target audience.


How Does Geofencing Work?


Geofencing capitalizes on now-widespread and standardized portable device features: cellular data services, GPS, and Wi-Fi data. Combined, these technologies deliver highly accurate information on the physical location of a mobile device. After your target audience opts-in (importantly, geofencing only occurs when a device user offers consent), they’ll receive a targeted message when they enter your defined area. The delivery method could be your dedicated company app, the recipient’s email, or it could merely reach your audience’s phone as a text message.


Advantages & Benefits of Geofencing


There are three main benefits of geofencing:

  • Better engagement: People receive a constant barrage of messages. By delivering relevant and topical information, you better position your business to prove its relevance and value to your target audience.
  • Return on investment: Reaching your target audience costs time and money. Geofencing allows you to eliminate the resource-waste of “scatter-gun” communication. Moreover, geofenced messages make it easier for you to analyze your response, so you can build on what works.
  • Improved audience relationship: Generic messages of questionable relevance can erode your reputation, particularly in marketing campaigns. Geographically appropriate content sidesteps the risk of being associated with unwelcome spam messages.


Industries That Can Use Geofencing


Any business or organization whose core activities happen in a defined region can benefit from geofencing. There are a host of useful applications, for example, for location-based marketing and communications with remote teams. The service may also be a powerful tool for community groups, schools, and any group serving a spatially-defined group of people.

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