In Part I of our Mobile Research Trends series, Don’t Mess with the Geo-fence, our Director of Mobile lays the groundwork for geo-fencing. Here, he explores some of the various applications, and we begin to see how geo-fencing might be the best way to capture in-the-moment insights.
One of advertising’s greatest pain points is measuring ad effectiveness from the point of impact to the point of purchase. What if we said that geo-fencing could link an ad’s influence to purchase behavior? Geo-fencing is a powerful tool that can provide this feedback while adding a whole new dimension to mobile research. Here are some ways that we are using geo-fencing to provide valuable insights today:
- Out-Of-Home Ad Effectiveness: By setting geo-fences around out-of-home advertisements, we know when someone in our Mobile Army™ (our robust mobile audience), is nearby and “exposed” to the ad. By setting geo-fences around specific businesses, agencies can better gauge ad effectiveness by comparing store visitation of exposed consumers to those who were not exposed.
- Real-time Feedback: Whether it be a trip to the grocery store, or a movie that just came out, it’s imperative to gather feedback as close to the time of the experience as possible. With geo-fencing, we can trigger an alert as someone enters or exits a location with an invitation to answer a few questions while the experience is still fresh in one’s mind.
- User Behavior Monitoring: We can track store visits, time on site and other key metrics vital to retailers and advertisers. Combining this with other collected data, i.e. web-browsing and purchase activity, helps identify the true impact of the OOH ad exposure.
These are just a few examples of geo-fencing applications. Imagine how geo-fencing can apply to competitive analysis, field research and in-store missions. The opportunities will continue to grow with the technology and methodology. Geo-fencing is truly an innovative method for gaining insight into customer behavior because researchers no longer have to rely on a user’s activation since surveys can now be automatically triggered.
Our final post will explore some of the challenges seen with geo-fencing, what can be done to address them, and why 2013 is the year of mobile maturity.