Targeting of mobile device users by higher ed marketer’s continues to increase as the base of smart phones in the marketplace continues to expand and marketers make more efforts to connect with prospects and students where they spend the majority of their time online. As a result, mobile specific tactics, including mobile friendly websites, mobile PPC advertising, school specific mobile apps and SMS campaigns, are taking a growing share of overall digital marketing budgets.
Geo-targetting, as a feature in digital marketing, has been mainstream for a number of years, allowing advertiser’s to deliver content/advertising to prospects and customers based on his or her location, such as by country, region/state, city, metro code/postal code, organization, IP address, ISP or other criteria. A very common example would be the decision of a local community college to limit an undergraduate nursing degree PPC campaign to the specific geography of its target audience, for example its state, metro region or perhaps even city.
Geo-fencing is a capability, within the field of geo-targetting that allows marketers to engage individuals as they enter, remain within and leave a specifically defined geographical area. Geo-fencing technology is used in applications like 4Square to engage users with location based product, services and information. Geo-fencing based marketing can be app based or network based, and typically involves receiving notifications directly within an app or through SMS text notifications.
How does it work?
Geo-fencing operates on the basis of GPS or network-based location identification.