For automotive marketers, geofencing is one of the most powerful tools available
Auto dealers depend on local clientele to keep their business moving forward. Marketing to the right people means that important location data needs to be gathered so that messages are tailored to both interested and nearby drivers.
Geofencing is a valuable resource for any marketer in the automotive industry. However, until you’re taking advantage of every avenue, you may not be getting the most out of your time and money.
These tips will help you refine and improve your geofencing tactics. But first, let’s cover the basics of a geofencing strategy.
A brief overview of geofencing
Geofencing collects data about consumers in a certain radius. Their locations are tracked using GPS, Bluetooth, and proximity beacons via Wi-Fi, cellular data, or radio-frequency ID. The ability to track customers allows companies, in all industries, to market to their audience to increase local sales, bring in more analytics, and provide more personalized customer experiences.
Marketers can instantly send out a push notification, mobile ad, or survey question to customers within a specific radius, making a meaningful connection. This allows you to reach consumers the exact moment they need to hear your message to convert.
Targeting current shoppers
With geofencing, you can target customers who are in your dealership lot or showroom in real-time. This is effective because they are already showing interest in making a purchase; you’re just helping them take that next step with a push notification or mobile ad.
According to data from Google, half of car shoppers use their mobile devices while they’re at the dealership.
Send out an ad that lets these shoppers know about current incentives and deals, and how the dealership can help with the financing process. This gets your already-engaged customers to convert.
Car shoppers at competitor dealerships
Because half of car shoppers are using their phones at car dealerships, this means you should also be targeting customers at competing dealerships. Your geofencing strategy doesn’t have to be limited to your premises. Set boundaries in your competitors’ lots and send out ads and push notifications to those customers, as well. Most car shoppers will compare deals to make sure they’re getting the best one in the area.
Local automotive business targeting
There are many other automotive-related businesses nearby in addition to car dealerships. Locate nearby autobody shops, auto parts stores, gas stations, or even car wash businesses.
Send out your messages to customers currently interacting with these businesses. They’re already thinking about car-related purchases, so this is a great way to grow your geofencing strategy to reach other willing car shoppers.
Up your personalization game
Modern consumers have come to care about one big thing: personalization. A survey from Gartner showed that brands risk losing 38% of their customers because of inadequate personalization efforts.
Your audience doesn’t want to see ads or messages that aren’t related to their preferences and desires.
Therefore, your efforts must be personal and customized to your local customers. Geofencing helps you do just that – you know when car shoppers are browsing and the brands they’re looking for.
Geofencing also provides demographics and information about the kind of offers that will interest them the most. You can view purchase history and adapt your messages appropriately.
BDEX helps automotive marketers
You can better connect with your audience by updating your geofencing strategy. BDEX gathers geofenced data in addition to crucial behavioral and identity data that gives you a holistic view of your nearby customers.
You can even receive notifications when a car shopper visits a competing auto dealership or a car-search website. You’ll get these shoppers’ data, including their contact information and other details like what kind of car they currently drive.
With this kind of data at your fingertips, there’s never been a better time to update your geofencing strategy with BDEX. Our data marketplace has over 6 billion unique IDs, over 5,500 data categories, more than 800 million mobile ID-to-email matches, and over a trillion data signals. We help you implement real-time solutions so you can reach your target audience instantly.
BDEX data helps you make more meaningful connections, putting your automotive marketing messages in front of the right people at the right time. Contact our team of professionals today to get started with our data marketplace and other data solutions, like the BDEX Identity Graph and Omnisource IQ, our Data as a Service solution.