Put a (Digital) Ring On It: A February Love Letter to Geofencing

It’s Valentine’s Day season and our clients have fallen in love… with geofencing.

In the pursuit of capturing the hearts of our target audiences, we’ve discovered that one of the most effective Cupid’s arrows in our quiver is reaching consumers precisely where and when their interest peaks.

In today’s fast-paced world of marketing, where connections are made in the blink of an eye, complementing traditional media tactics with unparalleled precision in digital is essential.  Among these tactics is geofencing, particularly in the realm of events, trade shows and conferences. Experiential tactics serve as the perfect stage for many of our clients, amplifying their brand awareness and engagement within the B2C or B2B space. Yet, relying solely on physical presence has its limitations. Geofencing bridges this gap, seamlessly transitioning brands from the physical to the digital realm, ensuring they remain omnipresent throughout the event, in some cases, even if they cannot attend physically, and creates the opportunity to engage with attendees after the event. 

One thing that sets geofencing apart is its ability to layer audience parameters on top of location, resulting in ultra-smart targeting capabilities. This ensures that advertisements are delivered to individuals who are not only physically present at the event but also match the desired demographic profile. The result is a highly refined and efficient marketing strategy that maximizes return on investment.

As believers in the power of integrated marketing campaigns that span various channels and touchpoints, geofencing adds an extra layer of precision and immediacy to the mix. It allows us to engage with our audience at the right time and in the right place, enhancing the overall effectiveness of our marketing efforts. Our client portfolio consistently demonstrates high performance in these campaigns. In comparison to standard display benchmarks, our geofencing events typically achieve a cost-per-click (CPC) that is 60-70% more efficient, while our click-through rates (CTRs) are 30-45% higher.

Moreover, geofencing enables us to be nimble and agile in our approach. We can quickly deploy geofencing campaigns as new events pop up over the course of a marketing calendar, ensuring that we capitalize on every opportunity to connect with our target audience. This flexibility is invaluable in today’s fast-paced world, where trends and opportunities can emerge at a moment’s notice.

By seamlessly integrating geofencing into our broader marketing strategy, we create a cohesive and dynamic approach that maximizes our impact and drives results. It’s not just about being present—it’s about being present in the right way, at the right time, and with the right message. And with geofencing, we can do just that. What’s not to love?

If you are interested in learning more about geofencing capabilities, or would like to learn more about our media capabilities at KC Truth please reach out to our Director of Business Development, Amber Luebke at aluebke@kctruth.com.  

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