Location-based Marketing
May 17, 2018
Want to target audiences in a particular location? By now you’ve probably heard about Geofencing, and might even have incorporated it into your marketing mix, but what about Boomerang? How do you know which digital marketing tool will best meet your needs? Have no fear—the answer is clear:
Madden | Geofencing
From a person’s location, you can glean valuable details about who they are. Geofencing is a location-based digital marketing tool that allows marketers to welcome potential customers who enter a virtual perimeter with mobile display ads relative to their location. For example, travelers are targeted with ads for your destination simply because they have entered a strategically chosen and precise area.
How it works:
- Visitors enter your geo-targeted area
- While browsing on their phone, they see your ad
- Clicking sends them to your site
Madden | Boomerang
We take Mobile Display Ads a step further— we can serve ads to event leads before they even visit your website! With Boomerang, you can go back and connect with visitors to high-traffic events, attractions, or accommodations from the past year. Madden has developed a custom network of high-quality users based on their attendance at industry-specific events using historical date ranges and map-based technology, in addition to the many other ways to utilize this technology.
How it works:
- Events, attractions, or accommodations where your target audience was present are identified
- We “travel back in time” to find visitors who were at that location
- Custom mobile ads are served to the consumers within the geofence at the date and time identified
Real-world example:
Visit Frisco wanted to entice meeting planners to travel to Texas for their next event. A geofence was created around a conference center where an event for meeting planners took place.
Geofencing: During the event, attendees were served Mobile Display Ads that clicked through to Frisco’s landing page.
Boomerang: Thirty days after the conference, attendees continued to receive mobile ads about Frisco’s event capabilities.
Analytics for the campaign showed that audiences were extremely engaged. Click-through rates for both initial and follow up ads were well above industry averages, bounce rates were far below typical percentages, and time on page rose far beyond the site average.
Which should you pick?
Use Geofencing if you want to serve mobile ads to audiences at a particular place during a particular time frame.
- Example: A restaurant geofences a nearby sports arena during a big game in order to increase brand awareness.
Use Boomerang if you want to serve mobile ads to an audience that attended an event or location after the event is over.
- Example: Vineyard X serves ads to audiences who attended a competitor Vineyard Y’s event last month in order to promote Vineyard X’s upcoming event.
Whether used in tandem or separately, Geofencing and Boomerang are effective digital marketing tools to add to your campaign when used strategically.
