It is no surprise that mobile activity continues to climb and account for more time spent online than any other device. In fact, 40% of people say that they prefer to complete their entire shopping journey on mobile. However, businesses are still seeing more conversions taking place on desktops than they do on mobile. Why is this? Not because of the smaller size screen as you may think. It is because the experience is not great for the consumer.
It’s not hard to see on a daily, no scratch that, an hourly basis the impact that mobile smart phones have on our behavior. Take a gander at any waiting room of any type of office and you’ll see heads down, fingers scrolling and swiping through screens. When you’re enjoying a meal at a restaurant, you’ll notice nearly every table has someone interacting on their device. Even in the corporate world, almost every individual at the meeting table will have their phones out of their pocket and right in front of them, making sure to capture every notification instantly.
Geo-fencing is a variation on the more commonly known geo-targeting – that is, restricting the placement of digital ads so they only show to users within a predefined area or location based on the user’s IP address.
1) Ahead of the Curve
"More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan." [7] More people are searching on mobile than any other device. Geo Fencing is a great way to stay ahead of the curve and reach an audience your competition may be overlooking. National campaigns are already moving to this type of targeting -
58% of national brand advertising campaigns employed geo-precise targeting (including geo-fencing and geo-behavioral targeting) in Q1 2013.
[1] Be the local advertiser ahead of the curve.
2) Cost-Effective
Targeting or "fencing" a specific location to advertise your message is more cost-effective and has shown to have a higher CTR (click thru rate) percentage.
The most powerful tool the consumer holds in today’s micro moment world is their phone. 82% of consumers reach for their phone when searching for a local business. As a marketer in 2016, displaying relevant content in these micro moments will keep your product or service under consideration. If your business is not relevant or found in mobile search you're missing out on a mountain of opportunity.
Google Think recently posted powerful details about 4 distinct moments you can capitalize on to increase sales.
Contact me today to consult on your mobile marketing strategy to increase sales and ensure your capturing your share of the 82% of consumers searching for a local business on their mobile device.
