In recent events and publications, so much emphasis has been put on targeting the right consumer at the right time. The solution many brands and marketers have shifted their focus to has been the use of geofencing. This location based targeting allows marketers to push messages and ads to consumers based solely on their location. The travel industry in particular has taken to the idea of geofencing as an optimal solution to embrace mobile. For example, an Adweek executive discussed a campaign which consumers across the Midwest were targeted with beautiful photos of Montana, a ski friendly state. The campaign overall was a success, attracting more visitors and a $6.1 million dollar rise in spend.
While geofencing is no doubt an effective tactic for mobile, with today’s consumer being more connected and on the move than ever before, it still leaves gaps and valuable consumer dollars on the table. Why? Being able to target these folks is important, but the conversation still isn’t personal. In the travel sector especially, there are so many other variables that have an effect on how the consumer is going to interact with your brand rather than just where they’re located.
Let’s look back at the Midwest example. An entire region was grouped together and targeted to just make people think about participating in snowy related activities. There was not necessarily and incentive to act on anything, the photos were just there for the consumer to consider. There are a plethora of other conditions that can help marketers pinpoint each consumer to make the conversation more intimate. For example, if the area hasn’t seen snow in a few weeks, ski resorts can react to this condition and push the consumer an offer for dinner at a nearby restaurant or get a discount on activities by their hotel. On the flip side, if a huge snowstorm is happening, give that consumer a discount of ski lift tickets. This is just one small example of how you can personalize the conversation your having with your consumer. Other conditions like which site they came from, if they’ve interacted with your brand before, and what time of the day it is all sync with the location focus of geofencing to ensure that the short time users are interacting with your brand is worth the while.
Geofencing is just the tip of the iceberg in today’s connected economy, look for the travel sector to really take advantage of all these other real-time variables in the near future.