In today’s digital marketing ecosystem, especially in the Covid-19 pandemic era, precise targeting has become more crucial than ever. Consumers have become more ad-block savvy, brands more digitally-smart, and there is an oversaturation of the digital advertising market. In 2020, a record-shattering $2.3 trillion was spent in digital marketing, with mobile location-targeting accounting for nearly one-third of growth. Mobile geofencing faced a great challenge as it relies on in-person presence at locations. Throughout 2020, geofencing quickly became viewed as counterproductive marketing because of so many consumers staying at home. Still, the hallmark of a great strategy is adaptability, and the stay-at-home era became the cue for marketers to use geofencing in new ways, which gave birth to the newest solution: geoframing.
Similar to geofencing, geoframing goe a step further and captures the mobile device IDs from users at a location for targeting later on, after they have left the location. The real advantage geoframing holds over geofencing is that you don’t have to count on users to have glanced down at their phones to have seen the ad while they were physically at the location, inside of a virtual fence. Instead, with geoframing, marketers can target them after-the-fact and on more than one occasion, thereby increasing the chance of brand exposure. The technology that geoframing uses also collects this data within a particular timeframe. After the mobile device IDs are collected, it can then be aggregated and used to create actionable custom audiences.
Main benefits to geoframing include the following:
- Doesn’t rely solely on cookies
- Good for tapping into historical data
- Allows brands to target customers later on after they’ve left a location
- Extends reach to target a broader swath of potential customers
- More accurate and advanced than other forms of geolocation targeting
- Works well for retargeting, cross-selling, and upselling strategies
With geoframing, we can go back in time — as far back as twelve months — and obtain a snapshot of the mobile device IDs belonging to users who were at a location and create actionable target audiences based on that data.
We recommend using geoframing as a tactic if you’re striving to reach people who’ve visited, shopped, or worked at certain places within the past year.
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