Geofencing is defined as creating a virtual geographic boundary around an area by means of Global Positioning System (GPS) or Radio-Frequency Identification (RFID) technology. Most people have heard of GPS, but RFID is usually a new concept. RFID occurs when a smartphone emits a radio wave via it’s bluetooth chip. This then enables software to trigger a response when a mobile device enters or leaves the area. But what if we wanted to target previous customers to further increase CTR? This is where it is best to use Addressable Geofencing.
Addressable Geofencing is a more specific version of geofencing, in which we use CRM data to build an address-based target fence. One of the most recent examples of this can be seen through an Above the Fold case study with an auto dealership. In hopes of achieving a .10% increase in CTR, the client provided lists of:
- Existing service department customers.
- Recent new car buyers.
By building Addressable geofences with the CRM data the client provided, these customers’ addresses are fenced to the exact physical location, shape, and size of the household, with any personally identifiable information being immediately scrubbed from the list. (privacy friendly!)
This target fence then captures users so that we can retarget them with ads via mobile, tablet, and desktop. Afterwards, we draw a Conversion Zone around the main area of interest, in this case the dealership, to track the number of users who were delivered an ad and then decided to visit in-person.
Over a three week campaign, Above The Fold more than doubled the initial goal, ending with a .24% CTR. Furthermore, the advertiser was able to measure the number of conversions and the Cost Per Visit (CPV) to the dealership.
Addressable Geofencing is an incredibly personalized form of advertising that targets already interested customers as well as potential customers. This innovative advertising technique is proven to result in consistently higher CTR, and is an incredibly effective way of growing your business.
We would love to brainstorm ways we can utilize your CRM data or customer lists to help you achieve exceptional results. Please contact us!
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