If you're in the advertising world, you should already know that there has been massive controversy on how Social Media Giants like Facebook track you and how the new Apple IOS 14 update could possibly change that. I was mind-blown with a conversation I had yesterday with a Marketing Manager who told me their advertising company didn't feel it was necessary to provide Geo-Fencing Advertising for their Company.
Geo-targeting is the only Advertising Tool Local Business should use and for a number of reasons. The problem with this well-known Advertising/Marketing Company is they simply don't understand how this Advertising Platform Works. With over 27 Million Impressions served and countless of thousands of Leads that have been generated from our Ads, they must know that isn't the only way Facebook Tracks your customers.
Before I name the benefits of Geo-Targeted Advertising, I want to just show you a few of the many ways Facebook follows customers around and how that is at the disposal of a 10X Certified Digital Marketer. I don't like to toot my own horn, but I realized long ago no one else is going to do it for me. Below is an IG Message from someone I used to work with within the MedSpa industry where we would collect so many Leads they couldn't keep up. I used a very specific Advertisement that crushed it in this industry.
In fact, I am so confident that this Ad works that it can be duplicated time and time again. We created 3 different spots. One in English, one in English and Spanish, and one in Spanish. This Ad alone built up a retargeting audience that would serve as the foundation of generating Highly Qualified Leads and the best part about this Ad is it can be duplicated.
It has specific elements that pull in the engagement. It's real, it's not polished, it's a subject Women know all too well, and it strikes at the heart of what Women think about all the time, their appearance.
So, how does Facebook Track you?
Even without access to your accurate location data from the smartphone, Facebook uses information from your browsing habits, including IP address, Wi-Fi network, and Bluetooth to pinpoint your whereabouts and place relevant ads inside its apps. It also uses your microphone to pick up on conversations keywords to serve you relevant advertising. Don't believe me? Listen to my Podcast with the Director of Data & Analytics for UTRGV Alex Garrido below. As a University, they have their own Facebook Rep guiding them along the way.
"University of Southern California computer science professor Aleksandra Korolova explained how Facebook does it in great detail on Medium. Even though the Location Services setting was turned to “Never” in the iPhone Facebook app, and Location History was cleared and turned off, Facebook still showed Korolova ads that matched her location.
Moreover, I have noticed that whenever I travel for work or pleasure, Facebook continues to keep track of my location and use it for advertising: a trip to Glacier National Park resulted in an ad for activities in Whitefish, Montana, a trip to Cambridge, MA — in an ad for a business there, and a visit to Herzeliya, Israel — in an ad for a business there.
She says Facebook can’t glean information about her from her other interactions with Facebook or its other apps, such as WhatsApp, Instagram, or Facebook Messenger. Location tracking is turned off for all ads and she doesn’t share photos with location data on Facebook. But the location-related ads keep popping up.
The report explains that Facebook isn’t really forthcoming about its location tracking, nor is it willing to offer users controls that would prevent the social network from using IP addresses or Wi-Fi data to locate users."
So, why Geo-Targeting?
Main Benefits of Geofencing
What is it about geofencing that gets marketers excited and how can it help your marketing efforts? Here are the major benefits: Better Targeting
With the ability to hyper-target prospects, you’ll not only be able to reach folks at the right time and at the right place but be able to engage them with messaging that is relevant and timely.
By targeting folks in a specific geographic area, and filtering that area by specific targeting criteria, you’re much more likely to engage your prospects. Using the Sephora example above: a marketer would not send out the “lipstick” messaging to any Jane, Dick or Harry that walked by, rather would have targeted that ad to a specific demographic. Spend Effectiveness
When your advertising is hyper-targeted and sent at the right time and right place, your engagement numbers go up. With geofencing, you’re spending marketing dollars on prospects that are most likely to take action, and spending less money on those that are not. Improved Data Collection
Once geofencing is implemented you’ll get access to a ton of insightful data metrics such as insights on which brick and mortar are performing better, which target segment has higher engagement, traffic patterns (when people are in/near your locations), stay durations, and messaging effectiveness.
By combining this collected information with online activity, purchase information and web browsing behaviors a business can improve the user experience, increase engagement, and better understand user behavior. This same information can also be used to target folks who have previously visited certain locations, to create customized follow-up messaging. Personalized Customer Experience
Geofencing also allows you to personalize the customer experience. If you’re marketing to a specific area, you can utilize the demographics of that local population and customize your promotions accordingly.
For example, if a popular, local high school basketball team is doing really well this year, you could utilize that information to create some customized promotions (for example, 1 free coffee every time the Panthers win!). Competitive Advantage
When thinking about where to put your virtual fence, consider not just your own physical location, but where are your customers likely to be? It may not always be where you are.
Utilizing this tactic has proven hugely successful for many big brands. Why? Because geofencing provides the ability to draw prospects away from the competition.
What does it look like on Facebook/IG, YouTube & Spotify?
All the major social media platforms (Facebook, Instagram, Snapchat, Twitter) have geofencing capabilities. Through these platforms, you define your radius, and ads are sent to consumers when they enter that geofenced area.
As you can see, geo-fencing is alive and well. The Biggest Platforms in the World might be battling it out, but I can guarantee you that these Social Media Platforms know exactly how to get relevant Advertising in front of your face week after week. This is the power of Social Media.