Brands can use geofencing to serve relevant ads to event leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2019, 5:06 AM UTC

Geofencing can target audiences within a specific geographic location to build an audience.

The author notes that with digital marketing having made it challenging for people to connect at events and discover products, brands must use social media, event prospecting and geofencing as tactics to connect with event audiences.

Especially when the attendee list isn’t available, geofencing can be used to target event leads within a particular location. Face-to-face events are effective to reach the target audiences in “high concentration”, a challenge for marketers.

As part of pre-event prospecting, locate the sponsors and speakers’ list from the official event website and email clients to determine if they’re attending the event. Social listening tools can also help create a list of contacts of those attending the event, particularly if the brand isn’t a sponsor. Additionally, data-scrapping tools can be used to collect attendee’s emails from social media profiles in time efficient manner.

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