IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

Why Your Mobile Marketing Strategy Needs Geofencing to Improve Conversions

By Contributor
Tue 22 Dec 2020
FYI, this story is more than a year old

Why Your Mobile Marketing Strategy Needs Geofencing to Improve Conversions

A significant part of what drives conversions is personalization. If you can predict and target your customer's deepest needs, you have a much better chance of reducing customer churn. McKinsey predicts that personalization will be the prime driver of marketing success in the next five years. 

Companies have quite a few personalization methods to create a full-service app that adapts to customer behavior and provides an intuitive user experience. One of those, geofencing, can offer dynamic location options to engage customers and drive conversions. Let's take a look at the basics of geofencing and why you must consider this type of personalization for your mobile app.

What is Geofencing?

Geofencing uses location tags to set up virtual boundaries customers can move through as they shop or go about their day. Like location tags, it helps segment an audience based on where they are, but there's a significant difference.

While location tags are static representations of customer bases — where they live, for example — geofencing is a dynamic segmentation tactic designed to trigger a specific response. For example, a customer drives by your store on their way to work, and you text them a coupon.

Here’s another example: locations services tags every customer with a Nashville, Tennessee, address and emails them about a restock of a wishlisted item in their favorite local store. Geofence marketing sends a push notification to a customer's phone in real-time as they walk by a store, providing an immediate incentive for them to go inside.

Customers could receive geofencing-enabled push notifications, text messages, or targeted ads through social media. It can also help businesses monitor fleet vehicles, notify employees, and track visitor movement.

How Geofencing Works

Geofencing works by setting up a virtual boundary using GPS or RFID — say a 150-foot circle around a specific location. 
Users opt-in through their mobile device and receive information in various formats once they cross this virtual boundary (with their mobile device in tow). It's a dynamic way to nudge customers into action or provide value targeted to their day to day activities.

Geofence marketing requires a secondary set of permissions from location services because you're using the location and tracking capabilities on their mobile device. Your customers must first opt in to receiving information from you or choose to download the app. From there, they can choose to enable location services.
Examples of Geofencing

There are quite a few examples of using geofencing to increase customer engagement in a variety of fields. Let's take a look at a few use cases.

Audience Engagement

Say you own an outdoor concert venue. During one of your biggest events of the year, multiple acts will be playing over several days on the main and secondary stages. Attendees will have the option of downloading the concert app when they purchase a ticket.

Geofence marketing provides essential information as attendees enter and leave certain boundaries, notifying them of lineup changes when they cross the entrance, for example. It keeps concert-goers entertained and informed.

Geofencing can go even further to help direct event-goers as they make their way to the venue itself. For example, the Bonnaroo Music Festival used beacons attached to directional signs to instruct drivers on when to pull into the right lane and remind attendees to have their tickets ready for faster entrance. The festival also used RFID bracelets for purchases and to sign in and out of the concert venue.


Geofencing is made for marketing. Businesses can use these hyperlocal services to engage customers, encourage their patronage, and keep them coming back for more.

Starbucks is a master of using creative marketing to encourage these types of walk-in sales. Along with their gamified star system in the companion app, Starbucks is geofencing store locations, sending users push notifications as they walk or drive by.

For example, when users are within the boundary during happy hour when certain drinks are half off, users get special push notifications reminding them of this promotion.

Other Use Cases

Geofencing isn't just useful for sales. Geofencing can help brands track critical data that can help drive business decisions. They can find out which store locations perform better, what advertisement or notification methods drive the highest engagement, and analyze traffic patterns — something critical for the new, post-pandemic shopping experience. 

Other business applications could allow streamlined sign-ins to buildings or floors, restricting and allowing access based on a set of permissions delivered through company mobile phones. Companies can optimize employee performance using gentle nudges and lots of data.

Considerations for Implementing Geofencing

As you build your geofencing strategy, keep these key components in mind:

GPS-independent: GPS is one method for tracking location, but it's a huge battery drain and a heavy load on software. Choose the kinder, gentler RFID option instead.
Battery optimized: You'd love to build an elaborate set of geofencing boundaries, but constant location tracking drains your customer's battery. A drained battery could equal an uninstall.
Anti-spam: Geofencing falls under spam rules and regulations, so conduct a thorough audit of your audience. Build a geofencing strategy of privacy and compliance first to avoid potentially serious consequences.
Collect and measure data (in compliance): All marketing strategies must have a rigorous set of measurable benchmarks. Reviewing data to measure each approach's success will help you make more informed decisions about each successive strategy.

CleverTap's geofencing capabilities allow you to build a robust program around the dynamic movement of your customers. You'll be able to integrate with apps your customers are already using and review key insights through a dynamic user dashboard.

Creative Engagement Through Geofence Marketing CleverTap can help you create and launch a geofencing plan designed to increase customer engagement, delivering the right notifications at exactly the right time. 

Contact CleverTap, to find out how you can use geofence marketing as part of a comprehensive user engagement strategy. Onboard new customers, keep them engaged and nurture them into long term relationships with our suite of cutting edge marketing tools and data insights.
For more visit:-

Related stories
Top stories
Story image
Thales on recruitment hunt for next disruptive innovations
"Recruiting new talent is part of Thales's belief in the power of innovation and technological progress to build a safer, greener and more inclusive world."
Story image
Palo Alto Networks' cloud security platform receives IRAP assessment
"We provide help protect all forms of compute, cloud native services and access to data within public and private sectors."
Story image
Jamf introduces new content filtering solution for education providers
Jamf has announced the launch of Jamf Safe Internet, a new offering that looks to deliver a safe online experience to students while offering better management options for admins.
Story image
Video: 10 Minute IT Jams - An update from Paessler
Sebastian Krüger joins us today to discuss how unified infrastructure monitoring enables MSPs to seamlessly deliver services to their clients.
Story image
Colt launches new SASE Gateway solution with Versa
Colt Technology Services’ customers now have access to an integrated full SASE solution that brings together SD WAN and SSE features.
Story image
NEC expands Open RAN ecosystem with Aspire Tech acquisition
With its agreement to acquire Aspire Technology, NEC Corporation has further increased its capacity to deliver End-to-End Open RAN ecosystems.
Story image
Dicker Data
EXCLUSIVE: Why women in IT makes good business sense - Dicker Data
The Federal government wants to bolster female participation in the tech industry to at least 40% by 2030. Here's how one homegrown Australian company has already reached that goal.
Story image
SAS wins Microsoft ISV 2022 Partner of the Year award
"We formed the SAS and Microsoft strategic partnership with a shared goal of making it easier for customers to drive better decisions in the cloud."
Story image
Ericsson and Ciena, Telstra enhance service capacity for Telstra's optical network
Ericsson, Telstra, and Ciena have announced new enhancements to Telstra's Next Generation Optical Network, which will increase the service capacity of Telstra's optical network to 400 GE (Gigabit per Second Ethernet).
Story image
Industry-first comprehensive risk-based API security enhances protection
Application Programming Interfaces (APIs) have become a crucial part of operating web and mobile application businesses and are causing significant economic growth in the digital sector.
Story image
Australian consumers loyal to retailers who deliver speed and visibility
SOTI finds extensive order visibility and speed are the most important factors for turning one-off customers into loyal, long-term buyers.
Story image
Artificial Intelligence
Vectra AI named as AWS security competency partner
Threat detection and response company Vectra AI has announced that it has become an Amazon Web Services Security Competency Partner.
Story image
What brands can expect from Amazon Prime Day in Australia
Amazon Prime Day is the annual two-day shopping event, kicking off this year from July 12-13 and is the global online shopping platform's biggest sales event. 
Story image
Artificial Intelligence
Salesforce announces new innovations for financial services
Salesforce has launched expanded financial services that offer more targeted and trusted automation to help teams unlock insights, deliver better customer service, and drive operational efficiencies.
Story image
How New South Wales state departments achieved cloud migration success
State departments in New South Wales are heading to the cloud to achieve better workflow solutions, and one company is paving the way for their success.
Story image
Supply chain
Supply chains continue to be disrupted, enterprises embrace circular economy
“Businesses urgently need to find a solution that can help them to manage this disruption, and transition to a circular economy."
Story image
Delinea’s Joseph Carson recognised with OnCon Icon Award
Delinea chief security scientist and advisory CISO Joseph Carson has been recognised as a Top 50 Information Security Professional in the 2022 OnCon Icon Awards.
Story image
Progress launches latest version of network visibility solution
In Flowmon 12 network solution, Progress has expanded its support for public cloud provider flow log monitoring and launched new features.
Story image
Tech and data’s role in the changing face of compliance
Accenture's study found that 93% of respondents agree or strongly agree new technologies such as AI and cloud make compliance easier.
PwC's Consulting Business and PwC's Indigenous Consulting are proud to play an important role in helping Australian Indigenous Mentoring Experience build IMAGI-NATION, a free online university for marginalised communities around the world.
Link image
Story image
BT builds on Equinix partnership with new cloud offering
BT has launched a next-generation cloud connectivity offering extending its global network into strategic carrier-neutral facilities (CNFs) and building on its existing partnership with Equinix.
WSLHD and PwC’s Consulting Business came together to solve through the challenges of COVID-19. A model of care was developed to the NSW Health Agency for Clinical Innovation guidelines with new technology platforms and an entirely new workforce.
Link image
Story image
Online shopping
Consumers want speed, visibility in return for brand loyalty
72% of Australian shoppers want complete online order visibility and 63% are loyal to retailers who deliver goods the fastest.
Story image
Four factors to consider when choosing the right job accounting solution
Progressive job-based businesses can achieve success by strengthening their ability to quantify every cost attributable to the delivery of an outcome for a customer.
Story image
The next stage for 5G in thermal materials - IDTechEx
IDTechEx says higher frequency deployments, such as mmWave devices and very different station types such as small cells, present their own technological evolution and, with it, thermal challenges. 
Supply chain
Discover the 4 critical priorities for wholesale distribution businesses in FY23. Are you worried about how supply chain issues may affect your business in 2023?
Link image
Story image
Artificial Intelligence
Accenture shares the benefits of supply chain visibility
It's clear that gaining better visibility into the supply chain will help organisations avoid excess costs, inefficiencies, and complexity to ultimately improve their bottom line.
Story image
New VMware offerings improve cloud infrastructure management
VMware has unveiled VMware vSphere+ and VMware vSAN+ to help organisations bring benefits of the cloud to existing on-prem infrastructure.
Story image
How the metaverse will change the future of the supply chain
The metaverse is set to significantly change the way we live and work, so what problems can it solve in supply chain management?
Story image
Monitors are an excellent incentive for getting employees back
The pandemic has taught us that hybrid working is a lot easier than we would’ve thought, so how can the office be made to feel as comfortable as home? The answer could be staring you in the face right now.
Story image
Without trust, your security team is dead in the water
The rise of cyberattacks has increased the need for sound security that works across any type of business, but with any change, buy-in is essential. Airwallex explains why.
Story image
Data Protection
Five signs your business is ready to move to the cloud
Many organisations are thinking about moving to the cloud. But what are the signs you are ready, and what are the reasons to move?
Story image
New study reveals 51% of employees using unauthorised apps
The research shows that 92% of employees and managers in large enterprises want full control over applications, but they don't have it.
Story image
Enterprise Resource Planning / ERP
Five ways your ERP is letting you down and why its time for a change
Wiise explains while moving to a new system may seem daunting, the truth is that legacy systems could be holding your business back.
Story image
Appian unveils low-code certification program in Australia
Appian has announced a program to provide the next generation of low-code developers with access to education on the subject and certification to foster career opportunities.
Story image
Intel Labs unveils integrated photonics research advancement
"This new research demonstrates that its possible to achieve well-matched output power with uniform and densely spaced wavelengths."
Story image
Four things wholesale distributors need to consider for FY2023
In a post-pandemic world, there are many things for a distribution business to juggle. ERP solutions company Wiise narrows down what companies should focus on.
Project management
Discover the 4 crucial factors for choosing the right job-costing solution. Is your team struggling to cost jobs and keep projects running on budget?
Link image
Story image
Businesses unprepared to defend against ransomware attacks
Ransomware attacks continue to impact organisations worldwide with high costs, but businesses are still largely unprepared.
Story image
Sutton Tools deploys Infor M3 CloudSuite for manufacturing
Sutton Tools has also implemented the Infor OS cloud operating platform, including Infor Intelligent Open Network and Mongoose.
Digital Transformation
Discover the 5 signs your business is ready for a cloud-based ERP. Is your business being left behind as more of your competitors switch to the cloud?
Link image
Story image
Artificial Intelligence
Siemens expands NVIDIA partnership for industrial metaverse
Siemens is expanding its partnership with NVIDIA to enable the industrial metaverse and increase the use of AI-driven digital twin technology.
Story image
How Airwallex helps businesses achieve globalisation success
As markets continue to shift, businesses need to be able to provide the same quality of service for customers regardless of where they are located around the world.
Discover the 5 ways your ERP may be letting you down. Is your current system outdated, difficult to manage, and costing you a fortune?
Link image