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Geofencing your business to attract customers

Brick and mortar C-store owners looking for a way to join the digital revolution will have an easier way to target customers with mobile advertising, thanks to the launch of a local geofencing service.

Today’s launch of the “ReachDisplay Geofence”, a digital marketing tool designed to deliver hyperlocal advertising strategies direct to mobile devices, billed the new technology as an affordable way to target potential customers, to cater to businesses of all sizes.

Lead generation provider ReachLocal Australia announced the launch this morning, driving home the point that with the “impending entry” of Amazon into the Australian marketplace, small business owners needed to be proactive about using the latest technologies to attract customers.

ReachLocal MD Justin O’Sullivan says small business need to play to their strengths and use digital technology to target customers.

The company’s managing director, Justin O’Sullivan, said mobile advertising is an incredibly powerful tactic that every business should consider.

“This location-based mobile technology enables a business to define a specific, geographic area for displaying its ads on mobile applications, and then target customers in close proximity to their business which can lead to an increase of in-store visitors,” he said.

“It also puts a company in front of consumers where they are spending the majority of their time – on their smartphones.”

The ReachDisplay GeoFence uses location-based technology to enable a business to pinpoint customers where and when products and services will be relevant to them. This could be in close proximity to a store or a promotional event. Once a business sets up the ‘geofence’ for an ad campaign, consumers are located based on the GPS signals from their smartphone.

The new system also incorporates intelligent data tracking, enabling conversion zones that track offline store visits or physical consumer behaviour from mobile ads. This allows businesses to attribute walk-in customers and purchases directly to a ReachDisplay GeoFence campaign, and assess its success. It also tracks impressions, clicks, calls, and online form fills from ads, so businesses can see all their leads and results from advertising in one service.

In a rapidly evolving environment of Australian consumer shopping behaviours, driven by growth in online and cross-channel shopping preferences, and the prolific use of mobile devices in Australia, Mr O’Sullivan said business need to play to their strengths to compete with global competitors such as Amazon.

“As a result, geographically targeting customers across platforms has never been as critical as it is today, and it should not be costly or prohibitive for any business to take advantage of this new technology,” he said.

“Customers are not only researching your product or service via mobile: they are researching complementary products and services.

“As a result, it’s important to also consider other businesses that may complement yours and target their customers as well. For example, a hairdresser can target a nearby nail salon or makeup store, so customers can see its ads and call for hairstyling services when they may be getting ready for an event or occasion.

“The possibilities are endless and savvy marketers will convert this technology into real sales very quickly.”

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