In the evolving world of digital marketing, location-based strategies are becoming essential tools for targeting audiences at the right time with pin point precision and relevance. Three prominent tactics—Geofencing, Geoframing, and Geofarming—offer unique ways to connect with consumers based on their current or past geographic location, but each operates differently. To help you understand which approach might be best for your business, let’s break down these concepts with examples and applications.

Geofencing: Real-Time Location-Based Marketing

What is it? Geofencing creates a virtual boundary (fence) around a specific geographic area. When someone with a mobile device enters or exits this boundary, a trigger is set off, enabling marketers to send notifications, ads, or special offers to the user’s device in real time.

How does it work? Geofencing uses GPS, Wi-Fi, or Bluetooth to define a physical location—such as a store, event, mall, competitor’s business, roadway or neighborhood. Once a device crosses the predefined boundary, it activates a pre-set action, such as delivering a push notification or displaying an ad.

Example: A retail store sets up a geofence around its location. When a customer enters the defined area (say, within a 1-mile radius), they receive a notification or ad about a flash sale happening that day. This instant engagement encourages people nearby to visit the store. 

Applications:

  • Retail stores: Offer special discounts to customers who are near the store.
  • Events: Send real-time updates and promotions to attendees at festivals or conferences.
  • Restaurants: Offer time-sensitive deals to people in the vicinity, especially during slow hours.

Geoframing: Retargeting Based on Past Location

What is it? Geoframing allows marketers to track mobile devices that were in a specific geographic area in the past and use that data for retargeting later. Unlike geofencing, which focuses on real-time engagement, geoframing captures device data even after the user has left the location.

How does it work? Geoframing “frames” a location (such as a store, event, or competitor’s location) and collects data from devices that were within that frame at any point. This data is used for future advertising campaigns, making it possible to reach people who visited the area, even days or weeks later.

Example: A car dealership uses geoframing to capture data from mobile devices that were in a nearby competing dealership. Later, they send targeted ads to those individuals showcasing their exclusive deals or promotions, enticing them to visit their dealership.

Applications:

  • Competitor targeting: Retarget customers who visited competitor locations to lure them away.
  • Event follow-up: Retarget event attendees days after the event ends, promoting future events or services.
  • Real estate: Retarget visitors who were recently looking at open house locations.

Geofarming: Long-Term, Location-Based Engagement

What is it? Geofarming is a more sustained marketing effort focused on repeatedly engaging with a specific geographic area over time. It aims to build brand familiarity and trust in a defined community or neighborhood.

How does it work? Geofarming targets a specific geographic region, where a business continuously sends advertisements, promotions, or content. The focus is on long-term engagement rather than immediate conversion, gradually nurturing relationships within that location.

Example: A real estate agent might choose to geofarm a neighborhood by consistently sending postcards, digital ads, or social media campaigns promoting new listings, tips for homebuyers, and market updates. Over time, residents come to recognize the agent as the local expert, increasing the likelihood of being contacted when they are ready to buy or sell.

Applications:

  • Real estate: Regularly engage a community with market insights and listings.
  • Local businesses: Build a loyal customer base by consistently targeting residents in the same area with offers or event invitations.
  • Service providers: Landscaping or home service businesses can build long-term visibility within specific neighborhoods.

Choosing the Right Approach for Your Business

Each of these strategies offers different benefits depending on your goals and the nature of your business:

  • Geofencing is perfect for real-time engagement, ideal for retail, restaurants, and event-based marketing where immediate action is encouraged.
  • Geoframing is powerful for retargeting based on past behaviors, especially if you want to engage individuals after they’ve visited a competitor or specific location.
  • Geofarming is a long-term approach suited for businesses that aim to build sustained relationships within a specific area, such as real estate agents or local service providers.

By understanding the nuances of geofencing, geoframing, and geofarming, your business can better leverage location-based strategies to connect with customers and improve overall marketing effectiveness. Whether you need real-time targeting, strategic retargeting, or long-term community engagement, each of these tactics can play a vital role in your digital marketing toolkit.

For help implementing these strategies, contact us today and discover how we can tailor a location-based marketing solution that fits your business needs!