Geofencing utilises GPS, Cellular and Wi-Fi to create a virtual boundary around a specific geographic area. This allows marketers to send targeted and personalised messages to mobile users when they enter or exit this defined space.

The uniqueness of geofencing lies in its ability to connect with consumers at the right time and place. Compared to traditional advertising methods that can lack focus and personalisation, geofencing offers a cost-effective way to reach potential customers,with a much higher degree of certainty than other more conventional mobile marketing methods, making it an impressive option in times of budget uncertainty.

For instance, a retailer can set a geofence around its store or competitor stores, sending special offers and content led nudges to nearby users. This precise targeting can increase high-value conversions and customer satisfaction, reinforcing brand loyalty without a significant increase in advertising spend.

Location-based notifications are at the heart of geofencing's effectiveness in mobile marketing. By delivering timely and relevant content, they can drive engagement and increase conversion rates.

Understanding the location of users is vital. Whether it's an offer at a nearby restaurant or a discount at a local store, location-based notifications connect digital marketing with physical locations.

These notifications are more than a digital engagement tool; they can lead to real-world interactions, such as increased foot traffic to retail stores. By connecting with customers at the right moment and place, geofencing can create meaningful experiences that resonate.

Having a targeted approach can help minimise advertising waste, as messages reach those who are most likely to respond, aligning perfectly with today's need for cost-efficient and effective marketing strategies.

As marketing and sales landscapes evolve, so must the tools and strategies employed by professionals. Geofencing offers a targeted, personalised, and cost-effective means of engaging with mobile users. Its capacity to drive real-world actions and deliver messages at the most opportune times places it at the forefront of modern marketing solutions, perfectly aligned with the current economic reality.