If there’s one thing most marketers can agree on, it’s that true success hinges on creating campaigns that will genuinely resonate with actual people, and that it’s much more than just numbers and dollar signs.
With the average consumer having a total of 16 connected devices, it’s important to reach actual people where they’re most active to break through the digital noise.
Reaching those audiences, however, can be a challenge. For marketers seeking a solution to this dilemma, people-based geofencing may be their answer. Geofencing, on its own, can lead to a 2x increase in-store visits and a 50% increase in mobile ad engagement. The numbers don’t lie – location-based marketing works – and people-based geofencing, specifically, offers a cutting-edge strategy for delivering personalized, location-specific messages to your ideal audience.
How does one run a people-based geofenced campaign that they know will reach actual people? This is where we come in. As your next trusted marketing partner, BRIDGE is paving the way for people-based advertising.
What is People-Based Geofencing?
Standard geofencing is the practice of setting up virtual boundaries around physical locations so that when someone enters or exits these areas, actions are triggered. Traditional geofencing relies on GPS signals to push out ads to any device that enters a geofenced area. This form of geofencing relies on does not guarantee that you reach verified people, which leads to wasted impressions and wasted ad dollars. In contrast, people-based geofencing with BRIDGE leverages first-party data to target actual, verified individuals, which ensures higher quality leads and more effective ad delivery.
Why Does it Matter?
People-based geofencing allows you to reach ACTUAL people with your ad when they cross a digital boundary placed around a specific physical area. Unlike standard geofencing, our offer is 100% audience-based. We leverage our first-party data on actual, verified people to help you find your next customer.
For example, let’s say you are running a healthcare industry event and want to target professionals in the area. Traditional geofencing would only let you draw a boundary around where your event is taking place. With people-based geofencing, we would first build an audience of verified health professionals. Then, we would assign the geofenced barrier around your desired location. As a result, your ad is only delivered when the verified health professional in your audience crosses the digital boundary.
We help you reach actual people with precision, ensuring that the right person receives the right message at the right time and place. This level of personalization not only improves the engagement and conversion rates of your campaigns but also establishes a deeper connection with your audience.
This human-centric marketing approach, offered exclusively by BRIDGE, aligns closely with the growing demand for authenticity and relevance in advertising. By focusing on the individual rather than the device, businesses can create meaningful interactions that drive brand loyalty and customer satisfaction.
The Benefits of People-Based Geofencing
The benefits of a people-centric approach are clear – it’s about understanding that actual people make purchases and engage with brands, not just devices. With BRIDGE, you can reach professionals at a conference, shoppers at a particular mall, or visitors at a tourist site with messages tailored to their specific needs and interests.
The methodology behind people-based geofencing is not just about targeting an address; it’s about reaching a consumer who has shown real-life interest in your product or service. This targeted approach leads to better conversion rates and stronger brand recognition, as you’re engaging with consumers at a point in their physical world that is relevant to their buying intent.
Precision Targeting of Actual People
Our people-based approach guarantees that your ad is seen only by a living, breathing person, not just a device. This takes ad targeting to a qualitative level, leading to more meaningful interactions that can influence purchase decisions.
Enhanced Personalization and Relevance
The ability to tailor messages based on location and user behavior means that the content you deliver is always timely and relevant. This level of personalization can significantly improve click-through rates and engagement.
Seamless Integration with Other Channels
Our campaign management platform, Connect, works in harmony with other digital channels. Whether it’s part of a broader multichannel campaign or a stand-alone effort, all of our capabilities seamlessly integrate to provide a consistent and effective message across all platforms.
Insights for Continuous Optimization
We’ll never “set it and forget it,” or in other words, set up your campaign and just let it run. Connect’s visual reporting tool provides robust analytics as your campaign runs to give you a clear picture of how your ads are performing in real time, allowing you to make data-driven decisions as you go.
Best Practices for Leveraging People-Based Geofencing
Adopting BRIDGE’s people-based geofencing into your marketing strategies requires a thoughtful approach. Here are some best practices to help you make the most of this innovative tool.
Audience Segmentation and Targeting Strategies
Whether you’re targeting by interest, location, or buying behavior, a tailored audience ensures that your messages resonate with those who are most likely to engage. Every single BRIDGE campaign starts by building a unique audience of actual people through our custom audience builder in Connect. Our first-party, people-based audience allows your business to stay brand safe and data safe while connecting you to your target audience – no matter how niche.
Creating Relevant Content
Leverage the power of personalization to make your ads both relevant and compelling. Use ourfirst-party data to create content that speaks directly to the needs and desires of your target audience, increasing the likelihood of interaction and conversion.
Monitoring and Adjusting Campaigns in Real Time
Stay agile with your marketing efforts by continuously monitoring campaign performance through our Connect platform and take full advantage of the real time data provided to tweak your approach and optimize for the best possible results.
BRIDGE Brings the Human Touch to Advertising
By placing the customer at the center of your strategy, your business has the opportunity to forge meaningful connections, drive engagement, and ultimately boost positive outcomes.
With our first-party insights, you can start speaking to your audience as the unique individuals they are. When you leverage our people-based geofencing solution, you stand to distinguish your brand from the noise of standard campaigns to achieve breakthrough success in your marketing endeavors.
If you’re ready to take the next step in your marketing journey, BRIDGE’s people-based geofencing is the tool you need. Join the push towards people-based marketing and see the impact it can have on your bottom line.
